Social media ‘here to stay’ in the marketing mix

Marketers and media owners plan to shift more resources into social media over the next 12 months, with over a half of respondents in a new survey saying “it has its place” in the marketing mix.  

The new findings in the latest Mumbrella Industry Snapshot survey has revealed that over 30 per cent of those interviewed believe there will be “significantly more resource put into using social media” next year, while 48 per cent said there would be “some” shift.

Around 16 per cent said there would be “no major change in focus towards social media”.

When questioned about how integral social media was viewed as part of the overall marketing mix, 14.4 per cent of respondents said it was “essential”, while 20.5 per cent said it was “very important”.

The majority of respondents – 52.9 per cent – said “it has its place”. Only 6 per cent said it was “over hyped or over rated”.

When asked “what has been the most significant change the media and marketing industries have gone through in the last decade?”, many respondents pointed to the rise of digital media and marketers’ demands to have digital as part of their ad spend. Added to this, social media was a reoccurring theme among responses, as consumers increasingly interact through social media.

One respondent said: “Social media is becoming mainstream and developing as a viable communication tool.”

However, for the 6 per cent of respondents who believe it is “over hyped and over rated”, one said: “The explosion of social media, especially Twitter is often no more than a two to three year passing fad.”

The latest survey comes in the wake of companies such as Telstra taking a pro-active approach in the social media space, launching a compulsory staff training programme and social media policy.

The telco this year caught much media attention over its public row with Leslie Nassar, the employee who went on Twitter as the Fake Stephen Conroy.

Meanwhile, Toyota is reviewing its internal processes following widespread criticism over the release of a video used to promote the Toyota Yaris. It formed part of the car maker’s first live social media pitch.

Qantas is also currently recruiting to fill a new position created to drive the airline’s online and social media strategy.


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