Blog Archives

The State of Social Marketing 2011 – 2012

Pivot Conference recently released a report on the state of social marketing, noting that board rooms are finally tipping their hats to the value driven by social networking and, consequently, are putting more budget behind it.

The results in the report are based on a survey conducted by Pivot with 181 brand managers, agency professionals and marketing experts. Half of the questions asked these marketers to define their (or their clients’) “social consumers,” and the remainder focused on the extent to which social marketing is being leveraged by their business. Here are some of the results we found most interesting:

The Social Consumer

Social consumers are defined as those who turn to their social networks to learn about products and services. They are undoubtedly some of the types of people you should consider targeting when advertising. So, who are they? Overall, they tend to be gender neutral, have higher incomes, be middle aged, and frequent Facebook by far and large more than any other social network.

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Social Media Monetization Will Drive the Digital Future

“Dramatic global growth in social networking and blogging has developed social media into a new content format, thus driving a shift in overall media consumption.” 

– Citigroup Global Markets Pan-Europe Research: “Social Media, E-Payments & The New Digital Market”

This 120 page Citigroup report on the state and future of the digital landscape in Europe covers everything from near field communications (the technology punctuated to drive mass adoption of mobile payments) to the types of devices being used to consume media. The overall conclusion drawn by these analysts: the digital future will be shaped and driven by an increased monetization of social media.

We compiled takeaways from the 120 page report around three topics of particular interest to our customers: media consumption, the online advertising landscape and, of course, Facebook’s impact on both. Read the rest of this entry