Brands in Australia are placing social media at the heart of their strategy as they strive towards 360o customer engagement, according to a study released today by global insights consultancy, Kantar TNS. The results from Kantar TNS’s annual Marketing Monitor study across Asia Pacific highlight the centrality of social media for marketers - it ranked as the top element guiding the planning process, as well as the top metric used to measure the performance of campaigns.
According to the study, businesses are using a variety of sources to inform their marketing strategy, however insights gathered through social media monitoring have finally overtaken more traditional metrics such as market share data and brand tracking to become the most popular component used by marketers.
Top five metrics informing planning:
- Social media monitoring
- Brand tracking
- Market share data
- Opinions of senior management
- Focus groups