Editor’s Note: The CMO Survey for February 2018 generated 362 responses from top U.S. marketers at for-profit companies and is administered twice a year. Included below is one slide from the 2018 Highlights and Insights report.
The table covers ten criteria for using social media, with brand awareness/building most frequently mentioned.
Engagement Labs conducted research on some 500 brands going back to the mid-2015, calculating scores in each marketing area. It was found that some have disparate impact—performing well either on social media or word-of-mouth offline marketing, but not both. The report labels those marketers “social misfits.” For example, brands such as Palmolive, Corona, and Aveeno, tallied the greatest disparity—some of the highest offline word-of-mouth marketing results but low social media-online scores. Conversely, RCA, PayPal, and SunTrust garnered some of the highest social media/online scores—but the worst word-of-mouth offline numbers.
Among media brands, TNT earned the top offline word-of-mouth marketing score at 65, but a low 38 number for social media.
From an A-list celebrity tagging his new designer duds on Instagram to your next-door neighbor raving about her favorite new meal-delivery service on Facebook, most everyone uses social media to talk about brands.
But how different generations of people create, consume, and share this type of user-generated content varies widely. To help marketers better understand the divide, earned content platform Olapic conducted a survey to find out how consumers of different ages—especially millennials and baby boomers—view UGC.
While their responses varied, one thing was widely agreed upon: “76 percent of consumers believe the content that average people share is more honest than advertising from brands,” said Olapic co-founder Pau Sabria. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.”