Related News
Social, digital marketing spending to rise significantly
By Hu Xiaocen |
June 13, 2012, Wednesday
|
Online Edition
Online Edition
SPENDING on social and digital media marketing will reach an unprecedented scale among Asia-Pacific enterprises in 2012, according to a research report issued by IPSOS S.A.
The Paris-based multinational market researcher said 80 percent of the companies they've surveyed will increase marketing spending this year, while social media, viral media and online advertising have increasing popularity among marketers.
Companies tend to spend more on social media marketing and viral marketing to increase communication with their customers through websites. Sixty-five percent of the surveyed companies voted for more traffic on social network websites, and 61 percent planned to intensify viral marketing and online advertising.
The report also noted that marketers preferred marketing activities via traditional terrestrial television and radio broadcasts over subscription-based television services. Traditional print media was deemed the least important medium, furthering a trend of rising demand in digital and media advertising and slumping ad demand in newspapers and magazines.
Although IPSOS said social and viral media will be the most effective marketing channels in the next three years, Patrick Rona, president of Tribal DDB Asia-Pacific, a global specialist in interactive marketing, said the survey results are quite revealing.
"We intuitively know that the conclusions reflect the consumer media and channel behavior precisely, but social media, viral media, mobile phone and online advertising are not the effective recipes, because we shall not stick to the rigid agenda of promotional activities and keep pushing messages to the customers. We must remain active and dynamic all the time."
The Paris-based multinational market researcher said 80 percent of the companies they've surveyed will increase marketing spending this year, while social media, viral media and online advertising have increasing popularity among marketers.
Companies tend to spend more on social media marketing and viral marketing to increase communication with their customers through websites. Sixty-five percent of the surveyed companies voted for more traffic on social network websites, and 61 percent planned to intensify viral marketing and online advertising.
The report also noted that marketers preferred marketing activities via traditional terrestrial television and radio broadcasts over subscription-based television services. Traditional print media was deemed the least important medium, furthering a trend of rising demand in digital and media advertising and slumping ad demand in newspapers and magazines.
Although IPSOS said social and viral media will be the most effective marketing channels in the next three years, Patrick Rona, president of Tribal DDB Asia-Pacific, a global specialist in interactive marketing, said the survey results are quite revealing.
"We intuitively know that the conclusions reflect the consumer media and channel behavior precisely, but social media, viral media, mobile phone and online advertising are not the effective recipes, because we shall not stick to the rigid agenda of promotional activities and keep pushing messages to the customers. We must remain active and dynamic all the time."
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
