NEW YORK — The Pivot Conference released findings from its industry survey of 230 brand managers, executives, and marketing professionals. The research, mainly conducted to reveal the interest in and utilization of Social Advertising, provided high-level insights into the state and future of the industry.
Presented by Editorial Director and Conference Producer Brian Solis, the research revealed that the future of advertising will be largely influenced by consumer behavior in social networks. “Those brands that listen, measure and evolve programs as a result, will push advertising forward—to the benefit of consumers and ultimately the brand,”according to Solis. “Those brands that are ready to move the industry ahead will be at Pivot.”
Social Advertising is mostly integrated into campaign planning, with 70% of brands stating that their social advertising planning is done at the same time as the rest of the campaign. In addition, 70% of brands state that they use traditional media to drive engagement in social advertising, by incorporating a social network address into a traditional advertisement.
Brands are turning to the social consumer for endorsement of products and services. Over 80% of brands encourage user involvement, with 58% seeking users to become involved with the brand, and an additional 16% hoping consumers will endorse products or the company within their social streams.
The research also revealed that in social media, engagement doesn’t operate with an on/off switch. Consumers are always-on and expect the same from those with whom they connect. 75% of brands agree, claiming that social advertising is an ongoing program.
“The Social Consumer is always-on, always-connected,” according to Mike Edelhart, Chief Revenue Officer for the Tomorrow Project, which owns Pivot. “At Pivot, brands and agencies will learn tactical methods to effectively market to the evolving social consumer.”
To view a copy of the report, please click here.
Registration for the 2011 Pivot Conference
Registration for the 2011 Pivot Conference is now open at www.pivotcon.com. The conference is limited to 500 attendees and last year sold out. Be sure to secure “Early Adopter” pricing of $1395 per attendee, which ends August 31, 2011.
About Brian Solis
Brian Solis, @briansolis, is principal at Altimeter Group and the author of “Engage, the complete guide for businesses to build and measure success in the new web.” He is globally recognized as one of most prominent thought leaders and authors in new media. A digital analyst, business strategist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, culture, and business. He has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is among the world’s leading business and marketing online resources.
About The Pivot Conference
The Pivot Conference is a new kind of marketing conference singularly focused on helping brand marketers and their agencies bridge the gap between themselves and the Social Consumer. At Pivot, brand marketers will gain essential confidence in their power to inhabit the culture, conventions, and conversations of today’s Social Consumers.
About Social Week
Social Week, October 16-21, 2011, in New York City, is packed with best-of-breed Social media events. Social Week is the central event experience for Social professionals, the one place and one time where companies, thought leaders, influential press and investors can all get the greatest amount of the most important work done, a nexus for influence, relationship building, information exchange and outreach. Event partners include The Hayzlett Group, Mashery, Direct Marketing Association, theMIX Agency, and BlogHer.
About The Tomorrow Project
The Tomorrow Project, founded in 2008 by William Lohse, is devoted to conferences that serve customers and markets–and their needs for tomorrow.