News

Drinks industry social media use "maturing" - research

Most popular

What will be Pernod Ricard's priorities?

Why consumers want more experiential marketing

What are Diageo's priorities for the years ahead?

Pernod Ricard Performance Trends 2014-2018 - data

MORE

The use of social media for marketing purposes by drinks industry companies can be segmented into four distinct campaign types, according to a new market research report from just-drinks.

The report, entitled 'The State of Drinks Industry Social Media', claims that the campaigns by beverage businesses observed during the last year fell into four groups; cause led, events led, community led and sales promotion led.

The report also asserts that social media is now in its third age; the first and second age were preoccupied with the battle of the networks (where) and the war for followers (who). This third age, however, is characterised by a fight by brands for relevance (what) and resonance (why).

Using examples from brands including Kirin, Amstel, SABMiller, Bacardi, Absolut, Fanta, Mizone, Budweiser and Skol, the report highlights how drinks producers are having to juggle consumer demand for authenticity with the needs to both develop innovative content and hit commercial targets.

John Newton, the author of the report and fellow of the Chartered Institute of Marketing, said: "The maturity of the channel now means that the gap between social media strategy - previously siloed - and overall communications strategy has narrowed.

"Drinks brands are now expected to be producer-publishers. Social media is a primary way of sharing content to drive interest, brand values, brand fame and sales", Newton added.

The demand for more data on the return-on-investment from social media activity, and regional considerations when running international campaigns are also explored.

To purchase 'The State of Drinks Industry Social Media' at a special offer price - for today only - click here


Related Content

What are the advantages of social media marketing and will it ever replace traditional media for drinks brands? - Analysis

What are the advantages of social media marketing and will it ever replace traditional media for dri...

Which drinks brands are getting it right on social media? - Industry Comment

Which drinks brands are getting it right on social media? - Industry Comment...

Maintaining consumer trust in the social media age - Comment

Maintaining consumer trust in the social media age - Comment...

How Q1 results have panned out, the ongoing appeal of Pernod Ricard and a refined approach to social media - The just-drinks Analyst

How Q1 results have panned out, the ongoing appeal of Pernod Ricard and a refined approach to social...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?