Some interesting "Master of Marketing" conference, which was held last month in Orlando. These attendees were polled via handheld electronic device about a variety of topics related to marketing, budgets, and future plans.
Branding Through Social Networks
What I find interesting is that although other studies have shown that
This data isn't really that surprising, given that the question is related to branding, and is being answered, presumably by marketers primarily. YouTube and Facebook are big branding tools while LinkedIn is more of a straight networking tool. Of course there is some obvious overlap between them all when it comes to how much networking and branding can be done among any of them, but hesitant to adopt social media strategies. It is hard for business owners and managers to weigh brand growth he overwhelming majority (56%) said their CEOs view them as a brand-building investment. 21% viewed them as an unaccountable but necessary expense, while 8% considered them an unnecessary expense and 15% just didn't know.
When it comes to how companies are measuring growth, 70% said by sales and net income, while 15% cited third party brand equity valuations, 9% said shareholder value, 4% said household penetration, and 3% said company culture. That's an interesting one. Based on this logic, I guess Google would know they are doing well based simply on their cafeterias, daycare establishments, gyms, etc. more important than usual as business struggle to get the few dollars that many consumers have left to spend. Unfortunately, the money of those businesses is also limited.
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