The results confirm that the use of social media as a marketing tool has exploded over the past four years. The percentage of companies using social media as an exhibit-marketing implement has more than doubled, from 31 percent in 2010 to 80 percent in 2014. More than a third of marketers report that their companies now have a dedicated social-media manager or social-media department. In contrast, the 2010 survey showed that roughly 85 percent of corporate social-media campaigns were conceived of and completed by the marketing team, without the aid of dedicated social-media subject-matter experts.
The majority of respondents agree that social media is a powerful tool for face-to-face marketers, with 89 percent claiming that it holds “moderate”
“Those who are tapping into the marketing potential of social-media applications claim increased brand awareness, enriched relationships with clients and prospects, increased booth traffic and event attendance, additional press coverage, and even increased sales as direct results of their campaigns,” commented Travis Stanton, editor, EXHIBITOR magazine. “Having said that, less than a third of marketers are proactively setting measurable objectives or tracking any metrics to prove the success or failure of their social-media efforts.”
Results from the survey will be published in the September 2014 issue of EXHIBITOR magazine. (http://www.exhibitoronline.com)
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Marilyn R. Kroner
Marilyn R. Kroner