5% budget on Social Media

Nearly three-quarters of major brand owners in Asia Pacific are leveraging social media, but most allocate less than 5% of their ad budgets to this channel, a study has found.

Buddy Media, the marketing services group, polled 125 executives from agencies and clients in 18 nations, including Australia, China, India, Indonesia, Japan and South Korea. In all, 74.4% of firms boasted an official strategy for this medium.

More specifically, 1.6% of companies had been present in this space for over five years, while 38.4% of contributors had been there at least two years. However, 10.4% of the sample had no strategy in place.

Some 66.4% of brands dedicate less than 5% of ad budgets to this channel today, but only 26.4% thought this would be the case in two years. By that date, social should take 5–15% of spending for 43.2% of the panel, and 15–25% for another 20%.

Heightened reach and awareness were seen as a benefit of social media marketing by 80% of those surveyed, with increased website traffic on 64%, and deeper customer insights on 61.6%.

Read More

http://www.warc.com/LatestNews/News/EmailNews.news?ID=30261&Origin=WARCNewsEmail