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Best Practices in Measuring Benefits & ROI from Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US - Product Image

Best Practices in Measuring Benefits & ROI from Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US

  • ID: 2883525
  • May 2014
  • Region: United States
  • 60 Pages
  • Socintel360

A majority of food & beverage companies consider social media mobile marketing initiatives as a means to augment their business strategies, but not as a profit booster. These initiatives are primarily seen as mechanisms to get closer to consumers and create a bridge between multichannel approaches.

However, this is changing with leading food & beverage marketers focusing strongly on developing social media mobile as a holistic channel, driving activities across the marketing funnel. Consequently, there is increased focus on building a strong mechanism for measuring ROI.

This report answers the following key questions:

- How food & beverage (F&B) marketers can formulate holistic social media mobile marketing strategies?
- How does the organization measure and generate returns / benefits?
- Measuring ROI – What are the mechanisms for measuring returns from social media mobile marketing?
- Impact Assessment – How has social media mobile initiative impacted the company? Does it have a value proposition beyond marketing?
- Benefits by Functions – What are the benefits derived by various divisions such as sales, READ MORE >

1 About this Report
1.1. About Socintel360
1.2. Summary
1.3. Scope
1.4. Key Questions Answered
1.5. Methodology
1.5.1. Overview
1.5.2. Desk Research
1.5.3. Industry (Trade) Surveys
1.5.4. Consumer Behavioral Analysis
1.5.5. Company Analysis
1.5.6. Forecasting
1.5.7. Quality Control & Data Validation
1.6. Survey Details
1.7. Definitions – WIP
1.8. Disclaimer
2 Best Practices Analysis Framework
2.1. Framework Overview
2.1.1. Master Pillar – Social Media Mobile Marketing Effectiveness Index
2.1.2. Pillar 1 – Strategic Imperatives
2.1.3. Pillar 2 – Budget Allocation Strategy
2.1.4. Pillar 3 – Operational Strategies
2.1.5. Pillar 4 – Targeting Strategy & Innovation
2.1.6. Pillar 5 – Benefits and ROI
2.2. Scoring Methodology
2.2.1. Company Scoring and Identifying “Leaders”, “Followers”, and “Laggards”
2.2.2. Industry Scoring
3 Analysis and Opinion on Best Practices in Social Media Mobile Marketing
3.1. Effectiveness Index
3.2. Pillar 1: Strategic Imperatives
3.3. Pillar 2: Budget Allocation Strategies
3.4. Pillar 3: Operational Strategies
3.5. Pillar 4: Targeting & Innovation Strategies
3.6. Pillar 5: Benefits & ROI
4 Measuring Benefits and ROI
4.1. Measuring ROI
4.2. Impact Assessment
4.3. Benefits by Function

List of Figures:
Figure 1: Methodology Framework
Figure 2: Region of the Respondent’s Office (Sample size N = 1872)
Figure 3: Title of the Respondents (Sample size N = 1872)
Figure 4: Respondent’s Company Size Segmented by Employees, (Sample Size N = 1872)
Figure 5: Respondent’s Industry (Sample Size N = 1872)
Figure 6: Respondent’s F&B Industry Segmentation (Sample Size = 374)
Figure 7: Social Media Mobile Effectiveness Index – Framework
Figure 8: Social Media Mobile Marketing Effectiveness Index, Q4 2012 - Q1 2014
Figure 9: Social Media Mobile Marketing Effectiveness Index – Benchmarking Industries, Q1 2013 Vs. Q1 2014
Figure 10: Effectiveness Index Score vs. Budget Allocation Strategies Index Score, Q1 2014
Figure 11: Strategic Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 12: Strategic Imperatives Effectiveness Index Across Industries, Q1 2013 Vs. Q1 2014
Figure 13: Strategic Imperative Index Score vs. Benefits & ROI Index Score, Q1 2014
Figure 14: Budget Allocation Strategies Effectiveness Index, Q4 2012 - Q1 2014
Figure 15: Budget Allocation Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 16: Budget Allocation Strategies Effectiveness Index Score vs. Targeting Strategies and Innovations Effectiveness Index Score, Q1 2014
Figure 17: Operational Strategies Effectiveness Index, Q4 2012 - Q1 2014
Figure 18: Operational Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 19: Operational Strategies Effectiveness Index Score Vs. Benefits and ROI Effectiveness Index Score, Q1 2014
Figure 20: Targeting Strategies & Innovations Effectiveness Index, Q4 2012 - Q1 2014
Figure 21: Targeting Strategies & Innovations Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 22: Benefits and ROI Index Score vs. Targeting Strategies and Innovations Index Score, Q1 2014
Figure 23: Benefits & ROI Effectiveness Index, Q4 2012 - Q1 2014
Figure 24: Benefits & ROI Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 25: Measuring ROI Effectiveness Index, Q4 2012 - Q1 2014
Figure 26: Focus on Measuring Benefits from Social Media Marketing Initiatives?
Figure 27: ROI Generated on Social Media Mobile Marketing and Social Media Marketing Investments, Q1 2014
Figure 28: Parameters Used to Measure ROI for Social Media Mobile Marketing?
Figure 29: Impact Assessment Effectiveness Index, Q4 2012 - Q1 2014
Figure 30: : What has been the Impact of Social Media Mobile Marketing on Your Company?
Figure 31: Strategic Benefits & ROI Derived from Social Media Mobile Marketing, Q1 2014
Figure 32: Benefits by Function Effectiveness Index, Q4 2012 - Q1 2014
Figure 33: Which Functional Divisions are Engaged in Tracking Social Media Mobile Marketing Activities Regularly?
Figure 34: What Benefits the Marketing Division Derives from Social Media Mobile Marketing Initiatives?
Figure 35: What Benefits the R&D or Product Development Division Derives from Social Media Mobile Marketing Initiatives?
Figure 36: What Benefits the Sales Division Derives from Social Media Mobile Marketing Initiatives?
Figure 37: How Customer Service Uses and Benefits from Mobile Marketing

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