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| According to the 2012 Cone Communications Holiday Trend Tracker, consumers want more information about how their purchases will make a difference (top); and cause-related purchases will make them feel good during the holidays. |
â–¶ Social Media Causing CCO/CMO Strife: Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) continue to battle over the “ownership” of social media, according to results from a new national survey of senior-level marketing and communications pros by PR agency Makovsky. While nearly 86% of those surveyed say that CCOs and CMOs work well together on more traditional corporate and brand identity programs, more than 74% cite responsibility for social media as an area in which they fail to collaborate effectively. Other findings include:
• Nearly three-quarters (74%) of the respondents feel that marketing and public relations departments were successful at collaboration on content and thought leadership strategies and tactics.
• Asked what marketing leaders can learn from their public relations colleagues, 85% cite “the power of storytelling and thought leadership.”
• A strong majority of respondents (83%) feel that the marketing function should take heed that corporate reputation is the consequence of authentic behavior of the entire organization.
• Asked what public relations can learn from marketing, 79% say that “data and analytics must shape decision-making,” and more than 63% say that public relations must “add quantifiable value.”
Source: Makovsky
â–¶ B2B Communicators are Under-Utilizing Social Media: Of 548 B2B communicators surveyed by Eloqua, about 40% say they are not yet using social media in their communications. And 25% of respondents say they don’t know how their company plans to use social media marketing in the future. Other findings include:
• Respondents say that social networking platforms are most often managed by a public relations department (26%), followed by a variety of departments (23%) or a website team (11%). Still, about 23% of respondents say that social media is not under the control of any one department.
• 43% say that their company has no strategy in place for incorporating social media into demand generation.
• 20% say a lack of tools prevent them from using social media for lead generation, and another 33% say a lack of strategy is attributed to an unclear understanding of the value of social media.
• B2B companies are using social media platforms for a variety of reasons: 83% to create awareness for their company or brand; 56% to get visitors to share messages socially, broadening reach; and 55% to increase trust by accumulating social followers.PRN
Source: Eloqua