Most marketers see social as change agent

Four-fifths of marketers globally believe social media is the top change agent in the industry currently, according to a survey from the International Advertising Association (IAA).

The IAA's State of the International Advertising Industry Survey found 79% of 370 respondents social media was the top agent while 75.1% said it was the top area of marketing opportunity in 2012 to 2013. Meanwhile, 60.7% said implementing new social media programs was a top priority.

The evolving nature of technology was also top of mind for marketers as 74.3% of respondents said “exploring the latest media and technology trends to aid in effective marketing” was their top industry concern. In addition, 65.7% believed new technologies is a key issue to be addressed.

The survey also found 56.1% of respondents said building a brand that customers associate with purpose and meaning formed a key flank of the 'reinvention of marketing'.

Another 58.5% said harnessing data and analytics for targeting and personalisation currently demanded their greatest attention.

Procter & Gamble's Olympic mums campaign was listed as the most admired campaign while Coca-Cola's work – including Australia's 'Share a Coke' – was second.

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