VaynerX and Ipsos Release Insights on the Power of Organic Social Media for Marketers
In a recent release, VaynerX, a prominent communications firm, alongside Ipsos, a well-respected market research agency, showcased crucial insights on the evolving role of organic social media in marketing strategies. This study emphasizes that organic social media is moving from a secondary element to a key component of marketing campaigns. Wanda Pogue, Chief Strategy Officer at VaynerMedia, remarked, "Organic social media has become essential for consumer engagement and brand awareness. It is no longer an afterthought; marketers are starting to recognize its importance."
The study analyzed a total of 100 marketers from the United States, employing a comprehensive survey alongside in-depth interviews to gather a well-rounded view of their perspectives. The research identified five primary insights.
1. Growing Investment: An impressive 79% of marketers reported an increase in their investment in organic social media over the last three years, with half of them indicating intentions to further shift budgets toward organic strategies within the upcoming year.
2. Versatility: Marketers believe organic social media can play multiple roles across different marketing funnels. The study found that 87% of respondents think it supports upper-funnel objectives, 84% for mid-funnel goals, and 48% agree for lower-funnel pursuits.
3. Insights Engine: A significant 72% of marketers view organic social media as a means to validate ideas prior to making larger investments in campaigns. Furthermore, 65% look to organic content to drive product innovation, establishing it as a valuable research tool.
4. The Social-First Mindset: There is a strong belief among marketers in varying capacities of organic social media. However, practice does not entirely align with belief. While 84% agree that organic social can spotlight winning content to be capitalized on across other platforms, only 47% design campaigns with a focus on their organic social performance first. This gap highlights an interesting trend where personal convictions aren't translating directly into operational tactics.
5. Challenges Ahead: The study pointed to challenges, with 42% of marketers citing perceived ROI and gaining buy-in from higher-up executives as the most significant barriers in fully leveraging organic social media.
Jamie Stenziano of Ipsos noted the study's implications, stating that these insights clearly demonstrate an emergent growth driver for marketers' brands. The collaboration between Ipsos and VaynerX seeks to continue exploring this dynamic field in order to bolster the efficacy of marketing strategies.
VaynerX, which boasts an array of companies focused on brand development including VaynerMedia and Gallery Media Group, remains at the forefront of modern marketing techniques. Ipsos, known worldwide for providing invaluable insights, leverages its extensive expertise to assist brands navigate an ever-evolving landscape. Together, these two organizations are paving the way for a deeper understanding of organic social media’s impact in the marketing realm.
The study analyzed a total of 100 marketers from the United States, employing a comprehensive survey alongside in-depth interviews to gather a well-rounded view of their perspectives. The research identified five primary insights.
1. Growing Investment: An impressive 79% of marketers reported an increase in their investment in organic social media over the last three years, with half of them indicating intentions to further shift budgets toward organic strategies within the upcoming year.
2. Versatility: Marketers believe organic social media can play multiple roles across different marketing funnels. The study found that 87% of respondents think it supports upper-funnel objectives, 84% for mid-funnel goals, and 48% agree for lower-funnel pursuits.
3. Insights Engine: A significant 72% of marketers view organic social media as a means to validate ideas prior to making larger investments in campaigns. Furthermore, 65% look to organic content to drive product innovation, establishing it as a valuable research tool.
4. The Social-First Mindset: There is a strong belief among marketers in varying capacities of organic social media. However, practice does not entirely align with belief. While 84% agree that organic social can spotlight winning content to be capitalized on across other platforms, only 47% design campaigns with a focus on their organic social performance first. This gap highlights an interesting trend where personal convictions aren't translating directly into operational tactics.
5. Challenges Ahead: The study pointed to challenges, with 42% of marketers citing perceived ROI and gaining buy-in from higher-up executives as the most significant barriers in fully leveraging organic social media.
Jamie Stenziano of Ipsos noted the study's implications, stating that these insights clearly demonstrate an emergent growth driver for marketers' brands. The collaboration between Ipsos and VaynerX seeks to continue exploring this dynamic field in order to bolster the efficacy of marketing strategies.
VaynerX, which boasts an array of companies focused on brand development including VaynerMedia and Gallery Media Group, remains at the forefront of modern marketing techniques. Ipsos, known worldwide for providing invaluable insights, leverages its extensive expertise to assist brands navigate an ever-evolving landscape. Together, these two organizations are paving the way for a deeper understanding of organic social media’s impact in the marketing realm.
Topics Entertainment & Media）
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