SYDNEY: Eagle Boys Pizza will scale back its social media spend until it has found a cost-effective model, but will up its use of search, its head marketer has told AdNews.
Christine Hooper, group executive marketing at Eagle Boys, told AdNews' "Marketer's Voice" column [9 April 2010, page 8] the pizza chain was yet to find a viable model to invest in social media.
“At this stage we are putting social networking participation on the backburner,” Hooper said.
“We are yet to encounter that magical formula that balances the enormous costs required to operate in that space while receiving a meaningful return on investment,” she explained.
Eagle Boys last week launched a multi-million dollar national campaign created by Publicis Mojo promoting its 31 new menu items.
As part of the campaign Eagle Boys will increase its digital marketing spend by more than 100% this year, including investments in search engine optimisation (SEO), enhancements to its website and online ordering facilities.
“We invested heavily in search engine optimisation last year, with visits to www.eagleboys.com.au jumping astronomically, resulting in a surge in online sales of more than 300% in just 12 months,” Hooper said.
“We’ve also seen visits from various search engines increase by 164%. We’ve really only just scratched the surface on digital media opportunities.”
Six marketers – including marketers from Bayer, AB Foods & Beverages, Steggles, Brother International and Fairfax Digital – were asked which digital channels they were likely to shift spend into. Get the current issue of AdNews to read their responses.
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