Forrester: Marketers using an average of 5 social channels for marketing

Analyst firm categorises the types of tactics being used by Asia-Pacific marketers through social platforms, as well as looks at which ones have the highest satisfaction scores

B2C marketers across the Asia-Pacific are increasingly active in social marketing, adopting an average of five social platforms to drive their branding efforts.

Yet while many believe they’re engaging through the right platforms, marketers are generally only moderately satisfied with their social tactics.

The new Benchmarking Social Marketing Efforts in Asia-Pacific in 2015 report, found B2C brands are using an average of five social platforms, with Facebook the most adopted (100 per cent), followed by Twitter (81 per cent) and LinkedIn (78 per cent). Rounding out the top five were YouTube (66 per cent) and Instagram (59 per cent).

The analyst group categorised four types of social tactics and platforms in use for prioritising social activities: Essential, or high adoption and satisfaction tactics; undervalued, or low adoption but high satisfaction; overvalued, or high adoption but low satisfaction; and optional/experimental, or low adoption and satisfaction.

For example, essential social tactics and platforms, such as using social sites like Facebook and LinkedIn and sponsoring or advertising on those platforms, are marketers’ ideal choices, the report stated. In contrast, undervalued tactics and platforms, such as WeChat, Pinterest and Tumblr, create significant business value for marketers but were not being used by many of those surveyed.

Twitter was cited as a widely used by overvalued channel, falling short of marketers’ expectations, while Snapchat and Line were used by few marketers either because they’ve only just started to experiment, or they’re already disillusioned with them.

All marketers surveyed had built and maintained branded profiles on sites such as Facebook and LinkedIn, while another 78 per cent either sponsored or advertised on these channels. Sponsoring social sites was the third-most usage tactic and rated the highest in terms of satisfaction, as was running and maintaining branded blogs.

Ads on discussion forums or communities were also cited by Forrester as an emerging social tactic, rating more highly than sponsoring or advertising on other blogs even though usage is still low.

Forrester reported half of the marketers surveyed expected 2016 social media budgets to be the same as 2015, while a further 25 per cent will increase them by less than 10 per cent. According to Forrester, total social media advertising spending in Asia-Pacific will reach $6.7 billion by 2020, up from $2.8 billion in 2015 and a tenfold increase over 2010.

Key challenges that still exist around social marketing include achieving a positive ROI, measuring campaign performance, and integrating social channel strategy with other marketing channels.

The analyst firm also reported that Australia, India and Singapore’s social platform adoption patterns are more similar to other Western countries worldwide, in contrast with China, Japan, South Korea and Thailand, where WeChat, Line and Kakaotalk are more popular.

The report used data from Forrester’s Q4, 2015 Asia-Pacific Social Marketing Online Survey.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in