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市場調查報告書

社群媒體的行動行銷策略的發展與實行中的景氣:美國

Business Sentiments in Developing and Executing Social Media Mobile Marketing Strategies - US

出版商 Socintel360 商品編碼 328558
出版日期 內容資訊 英文 115 Pages
商品交期: 最快1-2個工作天內
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社群媒體的行動行銷策略的發展與實行中的景氣:美國 Business Sentiments in Developing and Executing Social Media Mobile Marketing Strategies - US
出版日期: 2014年10月16日 內容資訊: 英文 115 Pages
簡介

由於行動和社群媒體的匯流,企業強化品牌形象,獲得市場佔有率,可充分活用新的機會。

本報告提供美國的領導品牌引進的社群媒體的行動策略相關研究、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 有效度指標

  • 第1支柱:策略性必要事項
  • 第2支柱:預算分配策略
  • 第3支柱:經營謀略
  • 第4支柱:目標與創新策略
  • 第5支柱:利益和ROI (投資報酬率)

第3章 策略性必要事項

  • 政策的強化
  • 收益的必要事項
  • 成本的必要事項
  • 品牌建立的必要事項

第4章 預算分配策略

  • 流通管道分配
  • 功能分配
  • 分配:各目的、形式、平台
  • 投資方式分析

第5章 經營謀略

  • 功能的合作
  • 公司內部能力
  • 人員配置

第6章 目標和宣傳活動策略

  • 參與策略
  • 顧客忠誠計劃
  • 形式、平台策略
  • 策略、技術合作
  • 分析與工具
  • 以定位為基礎的行銷 (LBM)

第7章 利益和ROI (投資報酬率)的評估

  • ROI的評估
  • 影響評估
  • 利益:各功能

圖表

目錄

Summary

Convergence of mobile and social media is enabling 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. There is an increased focus on running integrated campaigns across platforms and advertising channels with social media and mobile becoming core elements. Social media mobile marketing is fundamentally reshaping operational structure along with strategic focus of companies. This channel is creating impact beyond marketing, driving strategies related to product innovation, supply chain management, and operational efficiency to gain competitive advantage.

However, executing a strategy that combines different channels and segments is indeed challenging. To be successful marketers need to invest in the right areas and execute marketing initiatives well. This report provides insights into social media mobile marketing best practices adopted by industry in the US. It enables brands to benchmark their market position within the industry along with a broad comparison with other industries. Insights from this report are primarily based on survey results, which has been structured around a proprietary analytical framework. This framework derives best practices across five key pillars and 20 sub-pillars, covering in-depth analysis on more than 85 strategic issues in social media mobile marketing. The five key pillars include the following:

  • Pillar 1: Strategic Imperatives
  • Pillar 2: Budget Allocation Strategies
  • Pillar 3: Operational Strategies
  • Pillar 4: Targeting Strategies & Innovations
  • Pillar 5: Benefits & ROI

The output of framework is driven by a combination of secondary and primary research, which includes senior management from across industries and external subject matter experts. Based on a scoring mechanism to identify best practices or strategies which are helping marketers to derive higher ROI, the survey result is split into three categories of market players Leaders , Followers , and Laggards .

Synopsis

Key modules of the report include the following:

  • Analysis and Opinion on Best Practices in Social Media Mobile Marketing: This module (Chapter 2) provides scorecard analysis and benchmarking industries across five pillars and 24 sub-pillars, which offers in-depth analysis on best practices in social media mobile marketing.
  • Strategic Imperatives: This module (Chapter 3) establishes how clearly organizational imperatives have been defined to drive ROI. It provides insights into best practices in defining four key aspects of social media mobile marketing policy, revenue imperatives, cost imperatives, and brand building imperatives.
  • Budget Allocation Strategies: This module (Chapter 4) establishes effectiveness of marketing budget and investment avenues. It provides insights into best practices related to allocating budget, covering five key aspects of social media mobile marketing channel allocation, functional allocation, marketing objectives, format & platform allocation, and investment avenues.
  • Operational Strategies: This module (Chapter 5) establishes effectiveness of operational structure of the organization to drive social media marketing imperatives. It provides insights into best practices related to operations, covering the following key aspects of social media mobile marketing management structure, role of business function, staff allocation and outsourcing marketing functions.
  • Targeting and Innovation Strategies: This module (Chapter 6) establishes effectiveness of key strategies adopted to gain market share, covering a range of functions such as advertising format, platform, analytics, content creation, and collaboration.
  • Benefits & ROI: This module (Chapter 7) evaluates mechanism for measuring and establishing ROI across business functions. It provides insights into best practices related to ROI, covering the following key aspects of social media mobile marketing measuring ROI, impact analysis, benefits by business divisions / functions, and technology.

Scope

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

Market Focus: United States.

Industry Focus: All Industries.

Data & Analysis: This report provides extensive analysis of the best practices in implementing social media mobile advertising in the US with a specific focus on industries. Below is a summary of key points:

  • It provides survey data (current trend and forecast till 2018) across 85 key issues, splitting responses in 3 categories Leaders , Followers , and Laggards
  • It provides insights into best practices across key steps in developing and implementing social media mobile marketing by leading brands in the US
  • It provides case examples of social media strategies along with innovative social media mobile advertising campaigns

Key Questions Answered

This report answers the following key questions:

  • How marketers can formulate holistic social media mobile marketing strategies?
  • What are the key issues to focus on while defining strategic imperatives (organizational strategy, revenue goals, cost / operational goals, and brand building goals) for social media mobile marketing?
  • Is the budget allocation towards a range of functions appropriate to result in higher returns?
    • Channel Allocation How much budget should be allocated to mobile and social media marketing?
    • Functional Allocation What should be the allocation towards various functional aspects such as staffing, technology, advertising, and consulting?
    • Marketing Objectives How much budget market Leaders are allocating for marketing objectives such as sales, brand building, product launch, and lead generation.
    • Investment Avenues What is the focus of marketers on emerging investment avenues, which are expected to change the market dynamics?
  • Is the operational structure coordinated in a robust manner to drive cost advantages and operational efficiency?
    • Management Structure How have market Leaders defined their management structure and role of various business divisions to drive social media and mobile marketing initiatives?
    • Staff Allocation What are best practices related to staffing?
    • Outsourcing vs. In-House How are marketers building in-house capabilities to drive social media and mobile marketing?
  • Is the campaign strategy effective to drive ROI and market share?
    • Engagement Tactics What are the engagement tactics used by market Leaders ?
    • Loyalty Programs How F&B marketers are focusing on developing loyalty programs for social media and mobile marketing along with plans for integrating it with other channels?
    • Format & Platform Strategy How are advertising formats and platforms being used to target consumers?
    • Content Creation What are the strategies adopted to create content for social media mobile advertising?
    • Strategic & Tactical Collaboration Who are market Leaders partnering with to drive returns from social media mobile advertising?
    • Analytics & Tools What is driving investments in analytics and tools?
    • Location Based Marketing what is driving investment in location based marketing?
  • How does the organization measure and generate returns / benefits?
    • Measuring ROI What are the mechanisms for measuring returns from social media mobile marketing?
    • Impact Assessment How has social media mobile initiative impacted the company? Does it have a value proposition beyond marketing?
    • Benefits by Functions What are the benefits derived by various divisions such as sales, logistics, human resource and product innovation?

Table of Contents

1. About this Report

  • 1.1. Introduction
  • 1.2. Methodology
  • 1.3. Survey Details
  • 1.4. Definitions
  • 1.5. Disclaimer

2. Effectiveness Index

  • 2.1. Pillar 1: Strategic Imperatives
  • 2.2. Pillar 2: Budget Allocation Strategies
  • 2.3. Pillar 3: Operational Strategies
  • 2.4. Pillar 4: Targeting & Innovation Strategies
  • 2.5. Pillar 5: Benefits & ROI

3. Strategic Imperatives

  • 3.1. Policy Strength
  • 3.2. Revenue Imperatives
  • 3.3. Cost Imperatives
  • 3.4. Brand Building Imperatives

4. Budget Allocation Strategies

  • 4.1. Channel Allocation
  • 4.2. Functional Allocation
  • 4.3. Allocation by Objectives, Formats & Platforms
  • 4.4. Analysis of Investment Avenues

5. Operational Strategies

  • 5.1. Functional Collaboration
  • 5.2. In-house Capability
  • 5.3. Staff Allocation

6. Targeting and Campaign Strategy

  • 6.1. Engagement Tactics
    • 6.1.1. Targeting Niche Segments
    • 6.1.2. Multiple Platform Campaign Strategy
    • 6.1.3. Augmented Reality
    • 6.1.4. Chat Messengers
  • 6.2. Loyalty Programs
  • 6.3. Format & Platform Strategy
    • 6.3.1. Brand Building
    • 6.3.2. Lead Generation and Promotion
    • 6.3.3. Product Launch
  • 6.4. Strategic & Technical Collaboration
  • 6.5. Analytics and Tools
  • 6.6. Location Based Marketing

7. Measuring Benefits and ROI

  • 7.1. Measuring ROI
  • 7.2. Impact Assessment
  • 7.3. Benefits by Function

List of Figures

  • Figure 1: Methodology Framework
  • Figure 2: Region of the Respondent's Office (Sample size N = 1872)
  • Figure 3: Title of the Respondents (Sample size N = 1872)
  • Figure 4: Respondent's Company Size Segmented by Employees, (Sample Size N = 1872)
  • Figure 5: Respondent's Industry (Sample Size N = 1872)
  • Figure 6: Respondent's Industry Segmentation (Sample Size = 374)
  • Figure 7: Social Media Mobile Effectiveness Index Framework
  • Figure 8: US Social Media Mobile Marketing Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 9: Social Media Mobile Marketing Effectiveness Index Benchmarking Industries, Q1 2013 Vs. Q1 2014
  • Figure 10: Effectiveness Index Score vs. Budget Allocation Strategies Index Score, Q1 2014
  • Figure 11: US Strategic Imperatives Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 12: Strategic Imperatives Effectiveness Index Across Industries, Q1 2013 Vs. Q1 2014
  • Figure 13: Strategic Imperative Index Score vs. Benefits & ROI Index Score, Q1 2014
  • Figure 14: US Budget Allocation Strategies Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 15: Budget Allocation Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
  • Figure 16: Budget Allocation Strategies Effectiveness Index Score vs. Targeting Strategies and Innovations Effectiveness Index Score, Q1 2014
  • Figure 17: US Operational Strategies Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 18: Operational Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
  • Figure 19: Operational Strategies Effectiveness Index Score Vs. Benefits and ROI Effectiveness Index Score, Q1 2014
  • Figure 20: US Targeting Strategies & Innovations Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 21: Targeting Strategies & Innovations Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
  • Figure 22: Benefits and ROI Index Score vs. Targeting Strategies and Innovations Index Score, Q1 2014
  • Figure 23: US Benefits & ROI Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 24: Benefits & ROI Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
  • Figure 25: US Social Media Policy Strength Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 26: US Social Media and Social Media Mobile Policy, Q1 2014
  • Figure 27: US Social Media Policy with Guidelines to Deal with Negative Posts, Q1 2014
  • Figure 28: US Status of Social Media Based Initiatives on CEO's Agenda, Q1 2014
  • Figure 29: US Social Media Mobile Marketing Critical Success Factors, Q1 2014
  • Figure 30: US Revenue Imperatives Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 31: US Social Media Mobile Marketing Revenue Imperatives, 2014-2018
  • Figure 32: US Cost Imperatives Index, Q4 2012 - Q1 2014
  • Figure 33: US Social Media Mobile Marketing Cost Imperatives, 2014-2018
  • Figure 34: US Brand Building Imperatives Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 35: US Social Media Mobile Marketing Brand Building Imperatives, 2014-2018
  • Figure 36: US Channel Allocation Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 37: US Digital Marketing and Social Media Marketing Budget Allocation Analysis, 2014
  • Figure 38: US Social Media Mobile Marketing as % of Social Media Marketing, 2014
  • Figure 39: US Social Media Mobile Marketing Budget Growth Rate, 2014 2018
  • Figure 40: US Functional Allocation Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 41: US Social Media Mobile Marketing Budget Allocation by Functional Areas, 2014-2018
  • Figure 42: US Objective, Formats & Platforms Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 43: US Social Media Mobile Marketing Budget Allocation by Marketing Objective, 2014 2018
  • Figure 44: US Social Media Mobile Advertising Budget Allocation by Format, 2014 2018
  • Figure 45: US Social Media Mobile Marketing Budget Allocation by Platform, 2014 2018
  • Figure 46: US Investment Avenues Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 47: US Social Media Mobile Marketing Tactics & Key Investment Avenues
  • Figure 48: US Strategic Imperatives Driving Investment in Mobile Site in 2014
  • Figure 49: US Functional Collaboration Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 50: US Social Media Marketing Functional Structure, Q1 2014
  • Figure 51: US Social Media Marketing Functional Coordination, Q1 2014
  • Figure 52: US Social Media Mobile Marketing Operational Structure, Q1 2014
  • Figure 53: US Social Media Mobile Marketing Functional Structure and Coordination, Q1 2014
  • Figure 54: US Social Media Mobile Marketing Initiatives Business Unit Participation, Q1 2014
  • Figure 55: US In-house Capability Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 56: US Activities Planned to be Outsourced to Drive Social Media Mobile Marketing Initiatives in 2014
  • Figure 57: US Staff Allocation Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 58: US Staff Allocation Towards Social Media and Mobile Marketing, Q1 2014
  • Figure 59: US Staff Allocation towards Social Media Mobile Marketing as % of Total Social Media, Q1 2014
  • Figure 60: US Staffing Growth Rate Total Social Media, Q1 2014
  • Figure 61: US Social Media Mobile Marketing Staff Growth Rate, 2014
  • Figure 62: US Engagement Tactics Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 63: US Key Focus Areas in Social Media Mobile Marketing to Drive Consumer Engagement
  • Figure 64: US Social Media Mobile Marketing Targeting Strategy, Niche vs. Mass Market
  • Figure 65: US Key Events for Launching Social Media Mobile Advertising, Q1 2014
  • Figure 66: US Single Platform vs. Multi-Platform, Preferred Strategy in 2014
  • Figure 67: US Strategic Imperatives Driving Investment in Augmented Reality Based Campaigns through Social Media and Mobile?
  • Figure 68: US Relationship between ROI and Integrating AR with Social Media Analytics
  • Figure 69: US Timeframe for Integrating AR with Social Media Analytics
  • Figure 70: US Challenges in Integrating AR with Social Media
  • Figure 71: US Planned Budget Allocation towards Chat Messengers in 2014?
  • Figure 72: US Key Drivers for Allocating Advertising Budget towards Chat Messengers?
  • Figure 73: US Preferred Chat Messenger Platform Attributes for Launching Ad Campaigns
  • Figure 74: US Loyalty Programs Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 75: US Degree of Integration of Social Media Mobile Marketing Loyalty Program with Other Channels
  • Figure 76: US Plan to Launch an Integrated Loyalty Program Across Channels
  • Figure 77: US Key Barriers in Integrating Social Media Mobile Based Loyalty Program
  • Figure 78: US Format & Platform Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 79: US Preferred Format for Launching Brand Awareness Related Campaigns on Social Media Mobile Marketing
  • Figure 80: US Preferred Platform for Launching Brand Awareness Related Campaigns on Social Media Mobile Marketing
  • Figure 81: US Preferred Format for Launching Lead Generation and Promotional Related Campaigns on Social Media Mobile Marketing
  • Figure 82: US Preferred Platform for Launching Lead Generation and Promotional Related Campaigns on Social Media Mobile Marketing
  • Figure 83: US Preferred Platform for Promoting Product Launch Related Campaigns on Social Media Mobile Marketing
  • Figure 84: US Preferred Format for Promoting Product Launch Related Campaigns on Social Media Mobile Marketing
  • Figure 85: US Strategic & Technical Collaboration Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 86: US Open to Collaborate on Social Media and Mobile Marketing Initiatives, Q1 2014
  • Figure 87: US Preferred Partners to Drive Social Media Mobile Marketing in 2014
  • Figure 88: US Analytics & Tools Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 89: US Strategic Imperatives Driving Investment in Analytics and Tools for Social Media Mobile Marketing
  • Figure 90: US Location Based Marketing Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 91: US Key Focus Areas in LBM to Drive Consumer Engagement
  • Figure 92: US Strategic Imperatives Driving Investment in LBM
  • Figure 93: US Preferred Platform for Launching LBM Based Campaigns
  • Figure 94: US Measuring ROI Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 95: US Focus on Measuring Benefits from Social Media Marketing Initiatives
  • Figure 96: US ROI Generated on Social Media Mobile Marketing and Social Media Marketing Investments, Q1 2014
  • Figure 97: US Parameters Used to Measure ROI for Social Media Mobile Marketing
  • Figure 98: US Impact Assessment Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 99: US Assessing Impact of Social Media Mobile Marketing
  • Figure 100: US Strategic Benefits & ROI Derived from Social Media Mobile Marketing, Q1 2014
  • Figure 101: US Benefits by Function Effectiveness Index, Q4 2012 - Q1 2014
  • Figure 102: US Functional Division Engagement in Tracking Social Media Mobile Marketing Activities
  • Figure 103: US Benefits Derived by Marketing Division from Social Media Mobile Marketing Initiatives
  • Figure 104: US Benefits Derived by R&D or Product Development Division from Social Media Mobile Marketing Initiatives
  • Figure 105: US Benefits Derived by Sales Division from Social Media Mobile Marketing Initiatives
  • Figure 106: US Customer Service Uses and Benefits from Mobile Marketing
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