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SOCIALBRAND EXPERIENCE
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There's no question that social media is one of the most highly influential marketing engagement channels we’ve seen. The constantly emerging nature of digital media has been pushing the engagement envelope for some time, but what’s new and different about social media is that it’s now a two-way street.
A continuously emerging dialogue now exists been marketers and their highly social, fully networked, and Internet-savvy consumers. The emergence of social media has forced marketers to rethink everything from strategies to budgets to head count in order to develop and manage the constantly evolving social brand experience.
We set out to take a closer look at the state of affairs in the busy two-way street of social media marketing from both points of view: the consumer’s and the marketer’s. We surveyed 132 senior marketers and more than 1,200 consumers on the subject of social media, asking each how and why they are currently using it, what they get out of it, and what they’d like to see it do for them.
The bottom line is that consumers want more—more experiences, more engagement, more rewards, and more reasons to connect with each other and brands through social media. And brands are missing the boat. They see the benefits of reaching out to customers through social channels, but they aren’t yet fully invested. While 52 percent of marketers reported they believe their brands have enjoyed greater influence thanks to their presence in social networks like Facebook, only 17 percent said that social media is fully meshed, aligned, and integrated into the overall marketing mix.