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市場調查報告書

美國的食品、飲料產業上社群媒體的行動行銷策略與創新

US Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry

出版商 Socintel360 商品編碼 311973
出版日期 內容資訊 英文 127 Pages
商品交期: 最快1-2個工作天內
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美國的食品、飲料產業上社群媒體的行動行銷策略與創新 US Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry
出版日期: 2014年05月23日 內容資訊: 英文 127 Pages
簡介

面臨激烈競爭的美國食品、飲料產業,企業討論透過產品革新獲得市場佔有率的機會,迅速對應消費者需求的變化。社群媒體的行動廣告,提供食品、飲料產業的行銷負責人,推動理解消費者的強力平台。

本報告以美國的食品、飲料產業為焦點,提供領導品牌引進的社群媒體的行動行銷策略相關研究、詳細資訊、考察、見解等相關的系統性資訊。

第1章 關於報告

第2章 摘要整理

第3章 社群媒體為基礎的行動行銷趨勢

  • 流通管道趨勢 - 桌上設備 vs. 行動
  • 社群媒體的行動行銷對食品、飲料品牌的價值主張
  • 新興技術和食品、飲料行銷負責人的行銷投資方式

第4章 社群網站的行動策略和食品、飲料品牌的機會

  • Facebook的行動策略與主要的配合措施
  • Twitter的行動策略與主要的配合措施
  • Pinterest的行動策略與主要的配合措施
  • Instagram的行動策略與主要的配合措施
  • Vine的行動策略與主要的配合措施
  • Google+的行動策略與主要的配合措施
  • 以定位為基礎的社群網路的競爭情形 - 主要企業策略

第5章 社群媒體的行動廣告支出分析

  • 各食品、飲料品牌
  • 各行銷目標
  • 各形式
  • 各平台
  • 遊戲
  • 以定位為基礎的行銷(LBM)

第6章 食品、飲料產業上社群媒體的行動廣告策略

  • 差距分析
  • 顯示器與通訊廣告
  • 視訊廣告
  • 應用程式廣告
  • 遊戲廣告
  • 為了獲得市場佔有率的LBM策略分析

第7章 社群媒體的行動廣告的革新

  • 品牌建立
  • 產品的銷售
  • 促進銷售額
  • 主要的世代/促進點閱
  • 失敗經驗

第8章 廣泛的市場趨勢與推動因素:圖表

  • 宏觀經濟的基本與業界的成長趨勢
  • 消費者的考察
  • 網際網路、技術的引進
  • 設備、平台
  • 行動電子商務
  • 廣告支出趨勢

圖表

目錄

With food & beverage industry in the US facing intense competition, companies have been looking at opportunities to gain market share through product innovation and quickly reacting to changing consumer needs. Social media mobile advertising has offered food & beverage marketers a strong platform to understand and reach out to consumers. We expect advertising spend by food & beverage companies through social media mobile channel to outperform the industry average.

Convergence of mobile and social media is enabling food and beverage companies to capitalize on new opportunities to strengthen brand image and gain market share. This unique social-mobile combination is allowing marketers to understand consumer behavior and target them in a personalized manner. More importantly, there is an increased focus on running integrated campaigns across platforms and advertising channels. In addition, mobile marketing is creating impact beyond marketing, driving strategies related to product innovation, supply chain management, and operational efficiency to gain competitive advantage. As a result, social media mobile marketing is fundamentally reshaping operational structure along with strategic focus of food & bevarege companies.

Scope

This report provides detailed information, insights and opinion on social media mobile marketing strategies adopted by leading F&B brands in the US. It completely focuses on social media mobile marketing strategies with an overview of mobile marketing. Below is an overview covering scope of this report:

  • Country Focus: United States
  • Market Focus: Social Media Mobile Marketing
  • Industry Focus: Food & Beverage

Data & Analysis: This report provides an extensive analysis of the social media mobile marketing in the US with a specific focus on F&B industry. Below is a summary of key points:

  • It provides insights into the future of social media mobile advertising and in-depth analysis of strategies adopted by leading brands.
  • This report details social media advertising spend for a period of 10 years from 2009-2018. It provides social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media mobile advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platforms (Facebook, Twitter, Instagram, Vine, Pinterest, and You Tube).
  • It offers detailed analysis of business environment, infrastructure, technology and consumer trends driving the growth of social media mobile advertising spend. It also highlights the key challenges faced by F&B marketers in implementing and executing social media mobile advertising strategies.
  • It provides case examples of innovative social media mobile advertising adopted by key players in F&B industry.

Synopsis

This report provides detailed analysis of social media based mobile marketing spend, opportunities, trends, drivers, risks, and innovation. Socintel360 capitalizes on its robust methodology, local market expertise, and proprietary indices to derive unique insights into social media mobile marketing dynamics.

  • Value Proposition: This report provides insights into value proposition of social media based mobile advertising initiatives for F&B companies in the US. It provides an overview of social media mobile market dynamics and detailed analysis of factors, which are driving F&B marketers increase spend on this channel.
  • Advertising Spend Dynamics: This report details social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platform (Facebook, Twitter, Instagram, Vine, Pinterest, and You Tube).
  • Advertising Strategies: This report covers social media mobile strategies adopted by leading players to gain market share. It also covers Location Based Marketing (LBM) strategies in detail, explaining its value proposition, advertising spending trend over the next five years, LBM innovation, and key players and their strategies.
  • Business Models and Advertising Opportunities: This report covers key social media mobile platforms, their strategies and emerging opportunities for marketers. It also covers how messenger services are fundamentally reshaping the value proposition of social media advertising.
  • Market Innovation: This report provides detailed case examples, covering market innovation by marketing objectives and shows actual implementation of innovative social media mobile advertising strategies. It covers both success stories along with failures.

Reasons to Buy

This report answers the following key questions:

  • Why social media mobile advertising is critical for food & beverage (F&B) marketers
  • How much is being spent on social media mobile advertising by F&B brands
  • How is consumers' use of social media and mobile influencing marketing budget allocation towards social media mobile
  • What are the gaps between how consumers use social media mobile and targeting approach adopted by F&B marketers
  • Which social media mobile strategies work best to create brand awareness, drive sales and launch new products
  • How is the overall proposition of social media mobile platforms shaping up and what it means for F&B marketers
  • What is the role of mobile in social media mobile and how should F&B marketers develop their marketing strategy around it to gain market share
  • How to develop and execute marketing strategy combining social media with Location Based Marketing (LBM)

Table of Contents

1. About this Report

  • 1.1. About Socintel360
  • 1.2. Summary
  • 1.3. Scope
  • 1.4. Methodology
  • 1.5. Definitions

2. Executive Summary

3. Dynamics of Social Media Based Mobile Marketing

  • 3.1. Channel Dynamics - Desktop vs. Mobile
  • 3.2. Social Media Mobile Marketing Value Proposition for Food & Beverage Brands
  • 3.3. Emerging Technology and Marketing Investment Avenues for Food & Beverage Marketers

4. Mobile Strategies of Social Networking Sites and Opportunities for Food & Beverage Brands

  • 4.1. Facebook Mobile Strategy & Key Initiatives
  • 4.2. Twitter Mobile Strategy & Key Initiatives
  • 4.3. Pinterest Mobile Strategy & Key Initiatives
  • 4.4. Instagram Mobile Strategy & Key Initiatives
  • 4.5. Vine Mobile Strategy & Key Initiatives
  • 4.6. Google+ Mobile Strategy & Key Initiatives
  • 4.7. Location Based Social Networking Competitive Landscape - Key Players and Strategies

5. Analysis of Social Media Mobile Advertising Spend

  • 5.1. Advertising Spend Analysis by Food & Beverage Brands
  • 5.2. Advertising Spend Analysis by Marketing Objectives
  • 5.3. Advertising Spend Analysis by Format
  • 5.4. Advertising Spend Analysis by Platforms
  • 5.5. Advertising Spend Analysis through Gaming
  • 5.6. Advertising Spend Analysis through Location Based Marketing

6. Social Media Mobile Advertising Strategies in Food & Beverage Industry

  • 6.1. Gap Analysis: Consumer Behavior vs. Food and Beverage Brands Social Media Strategy
  • 6.2. Display and Messaging Advertising
  • 6.3. Video Advertising
  • 6.4. Apps Advertising
  • 6.5. Gaming Advertising
  • 6.6. Analysis of LBM Strategies to Gain Market Share

7. Innovation in Social Media Mobile Advertising

  • 7.1. Brand Building
  • 7.2. Product Launch
  • 7.3. Driving Sales
  • 7.4. Lead Generation / Traffic Driver
  • 7.5. Failure Stories

8. Broader Market Trends and Drivers: Charts and Tables

  • 8.1. Macroeconomic Fundamentals and Industry Growth Dynamics
  • 8.2. Consumer Insights
  • 8.3. Internet & Technology Adoption
  • 8.4. Devices & Platforms
  • 8.5. Mobile Commerce
  • 8.6. Advertising Spend Dynamics

List of Tables

  • 1: Value Proposition / Perceived ROI of Advertising by F&B Companies across Key Social Networking Sites

List of Figure

  • 1: Snapshot of US Social Media Mobile Marketing in Food & Beverage Industry
  • 2: US Social Media and Digital Advertising Spend Analysis, 2008 - 2018
  • 3: US Social Media Advertising Spend - Split by Mobile and Desktop, 2009 - 2018
  • 4: US Food & Beverage Industry - Adoption and Outlook of Social Media Mobile Advertising, 2003 - 2018
  • 5: US Social Media Mobile Advertising Value Proposition for Food & Beverage Industry - Future Areas Beyond Marketing
  • 6: US Food & Beverage Brands - Challenges and Role of Social Media Mobile Marketing
  • 7: US Location Based Marketing Dynamics and Key Trends, 2013 - 2018
  • 8: US Social Media Mobile Marketing - Key Investment Avenues for Food & Beverage Brands in 2014
  • 9: US Food & Beverage Industry Investment Rationale on Analytics for Social Media Mobile Marketing, 2014
  • 10: Snapshot - Mobile Strategies of Social Networking Sites and Opportunities for Food & Beverage Brands
  • 11: US Social Media Mobile Marketing Advertising Spend Growth Trend of Food and Beverage Companies, 2013 - 2018
  • 12: US Social Media Mobile Advertising Spend by Food and Beverage Sectors, 2014 - 2018
  • 13: US Social Media Mobile Advertising Spend by Marketing Objectives for Food & Beverage Industry, 2013 vs. 2018
  • 14: US Social Media Mobile Advertising Spend by Marketing Objectives - Split by Food & Beverage Sectors, 2013 vs. 2018
  • 15: US Social Media Advertising Spend Split by Formats, 2008 - 2018
  • 16: US Social Gaming Advertising Spend by Gaming Segments, 2009-2018
  • 17: US Display Advertising Spend Dynamics Across All Marketing Channels (US$ Million), 2013, 2014 & 2018
  • 18: US Food & Beverage Industry Social Media Advertising Spend Outlook by Social Networking Sites, 2014
  • 19: Brand's Preferable Platform for Marketing by F&B Categories
  • 20: US Location Based Marketing Spend by Food & Beverage Companies, 2013-2018
  • 21: Gap Analysis for Social Media Marketing: Consumer Behavior vs. Advertising Focus of Food and Beverage Brands
  • 22: US Social Media Marketing - Consumer Drivers for Interaction with Food & Beverage Brands on Social Networking Sites (%)
  • 23: US Social Media Mobile Marketing - Preferred Social Networking Sites for Launching Video Advertisements by Food & Beverage Brands, 2014
  • 24: US Social Media Mobile Advertising - Targeting Consumers Through Applications
  • 25: US Grocery Application Downloads on Smartphones, 2010 - 2018
  • 26: US Social Gaming Environment and Market Dynamics, 2009-2018
  • 27: US Social Gaming Virtual Goods Market Snapshot, 2013
  • 28: US Food and Beverage Industry Major Challenges in Implementing Predictive Location Based Marketing
  • 29: US Food & Beverage Industry Market Size, 2009-2018
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