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How are marketers using social media? Do they want to build a loyal following, grow brand awareness or generate leads? The answers have changed in the last two years, according to a recent Direct MarketingAssociation survey.
Back in 2008, social media spending was pretty evenly split between customer growth/loyalty, customer acquisition, and brand awareness — with marketers putting around $6,000 a year into the new media. As of this past summer, deploying social media for customer growth/loyalty has taken a considerable lead: averaging $88,000/year compared to $53,000 for brand awareness and $30,000 for acquisition.
With new options like QR codes and Groupon, along with location-based services like Foursquare and GoWalla, making it easier than ever to incent, marketers are clearly putting their social media dollars behind deepening existing relationships rather than bringing new customers into the fold. Of course, building brand awareness still matters, with 28% of marketers citing it as a prime objective, but more and more marketers are realizing that social media lends itself to CRM – and they’re taking advantage of it.
So what are your social media goals? Are you using social media differently than you were a couple years ago? Share your comments on our Facebook page.
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