Social Media Deployment
Around three-quarters of businesses are using social media as a means of website promotion and marketing to the masses, it has been discovered.
Survey: Three-quarters of businesses using social media for marketing
Friday, 10 December 2010 by Kate Billinghurst
The popularity of social media continues to increase in the US and the rest of the world, and naturally businesses are using this as a means of website promotion.
Debra Aho Williamson, a principal analyst for eMarketer and the author of the new report entitled Social Media in the Marketing Mix: Budgeting for 2011, discovered that businesses have shifted from cautious glances at the medium to full-blown deployment. Furthermore, she identified that 73 per cent of businesses now integrate the platform into their website marketing solution.
She explained: “Marketers that have spent the past few years ramping up their internal social media marketing infrastructure – and their presence on sites such as Facebook and Twitter – will take social media to new heights in 2011. And as they do, they will evolve the way they market across all media, not just online.”
In 2011, Ms Williamson discovered that four in five US businesses with 100 employees or more will take part in social media-based website promotion, up from a much smaller 42 per cent registered in 2008. It is also expected to climb in 2012.
eMarketer experts came to the conclusion after a long analysis of twelve third-party surveys, and noted several key consistencies in each one. Rising consumer social media use was the primary catalyst for the change, while the “truly mass audience” provided by Facebook gives “promotional firepower” for those embracing it correctly.
Spending will also shift to take this into account, though may have an adverse effect on businesses that have static budgets, Ms Williamson continued. “As spending increases, other marketing channels may lose budget,” she said. “Total marketing budgets in general are not increasing, so social media spending must come from other types of marketing. Early indications are that offline media and promotions may be hit first.”
It follows another study published this week by eMarketer that found the boom in iPad sales and the website promotion that may go hand-in-hand with the platform. It forecast the sale of 20 million iPads in 2011 – an increase of 127 per cent on this year – while 2012 sales will surpass 30 million.
Living Streams “Improving clients’ profitability through better use of the internet”.