Social media is overtaking television, promotions and email campaigns as the medium of choice for product launch marketing.
Seventy-four per cent of brand marketers prioritise social media, ahead of sales promotions (55%), email (53%), press (39%), PR coverage (39%) and television advertising (36%), according to research by agency Five by Five.
Of the 730 senior marketers questioned across the UK, US and Australia, 46% use social media to generate awareness, while social channels are also used to determine consumer preferences ahead of launching a new product (15%) and measuring success (11%).
Five by Five strategy director Michelle Mitchell argues that social media allows brands to behave in a more agile way fit for digital delivery, responding to the way technology is accelerating the pace of launch.
Bron en volledig bericht: Marketingweek