Leading By Example in Social
August 25, 2014
Social media is now an important part of the marketing mix. Seventy percent of Marketing2020 respondents believe marketing always plays the leading role in social for their organizations.
However, 46 percent of this same sample disagreed with the statement, “Our organization’s senior management sufficiently understands social and digital marketing.” This data point could suggest that senior management should spend more time learning about social networks.
It can be difficult to find success in social without a complete understanding of each platform’s unique trends, users, and behaviors. The M2020 study divided marketers’ social participation into five groups:
- 10 percent of marketers described themselves as an innovator, the first to adopt and use digital/social media.
- 33 percent of marketers described themselves as an early follower, one of the first to adopt and use digital/social media.
- 39 percent of marketers described themselves as part of an early majority, using social/digital once they proved to be successful.
- Only 4 percent of marketers described themselves as late adopters of digital/social.
Which one are you? If you’re not always exploring social trends, you could risk being left behind.
Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.
"Leading By Example in Social." Marketing2020.