With brand awareness cited as their primary brand-management goal in 2010, most corporate brand executives say online communications and traditional public relations—not social media—are still the most effective channels to reach their audiences, according to a survey from MiresBall and KRC Research.
Over two-thirds of surveyed brand execs (68%) say online communications—including their own corporate websites—are the most valuable vehicles for generating awareness and brand loyalty among consumers.
Below, other findings from the 2010 State of the Brand Report, based on interviews with 189 US corporate brand executives.
Social media is helping marketers find new customers: 52% of
brand execs say social media provides an opportunity to reach customers
But opinions are split on the marketing effect of social media: 35% say social media is making it easier to create customer loyalty, and nearly as many (30%) disagree that building customer loyalty has become easier because of social networking.
Challenges Posed by Social Media
Brand execs are also split on the challenges posed by social media: 40% agree social media creates new challenges for protecting a brand's integrity, and 37% disagree.