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Best Practices in Budget Allocation Strategies for Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US

  • ID: 2883508
  • Report
  • May 2014
  • Region: United States
  • 60 Pages
  • Socintel360
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Focus on digital marketing has been increasing with players in the CPG industry such as P&G announcing allocation of 35% of its total marketing budget towards digital. Within digital, social media has been gaining momentum due to on-going innovation from social networking sites, which have enhanced the value proposition for F&B marketers. In terms of channel allocation, mobile has been gaining share within the digital and the overall marketing budget. The key driver for this is the channel’s ability to help F&B brands establish direct connections with consumers.

For food & beverage brands, social media offers a strong platform for interacting with consumers and engaging them in a personalized way. More importantly, it enables deeper understanding of consumer behavior and buying intent or preferences. Shifting of consumer base towards mobile has been significant in recent years, which is driving the shift in advertising and marketing budget to social media and mobile marketing. Mobile offers personalization and direct reach to consumers, adding dimension of real time dialogue to the interaction. Together social media and mobile are proving to be extremely valuable proposition for F&B marketers – reaching out to consumers in a personalized manner and gaining deeper understanding of changing market dynamics.

This report answers the following key questions:

- How food & beverage marketers can formulate holistic social media mobile marketing strategies?
- Is the budget allocation towards a range of functions appropriate to result in higher returns?
- Channel Allocation – How much budget should be allocated to mobile and social media marketing?
- Functional Allocation – What should be the allocation towards various functional aspects such as staffing, technology, advertising, and consulting?
- Marketing Objectives – How much budget market “Leaders” are allocating for marketing objectives such as sales, brand building, product launch, and lead generation?
- Investment Avenues – What is the focus of marketers on emerging investment avenues, which are expected to change the market dynamics?

Key modules of the report include the following:

- Best Practice Analysis Framework: This module (Chapter 2) explains the best practice framework used to evaluate social media mobile marketing effectiveness along with scoring methodology.
- Analysis and Opinion on Best Practices in Social Media Mobile Marketing: This module (Chapter 3) provides scorecard analysis and benchmarking industries across five pillars and 24 sub-pillars, which offers in-depth analysis on best practices in social media mobile marketing.
- Budget Allocation Strategies: This module (Chapter 4) establishes effectiveness of marketing budget and investment avenues. It provides insights into best practices related to allocating budget, covering five key aspects of social media mobile marketing – channel allocation, functional allocation, marketing objectives, format & platform allocation, and investment avenues. This report provides insights and opinion on social media mobile budget allocation strategies adopted by food & beverage brands in the US. It specifically focuses on social media mobile marketing. This report establishes performance with respect to defining social media goals.

Below is an overview covering scope of this report:

- Market Focus: United States
- Industry Focus: Food & beverage
- Data & Analysis: This report provides extensive analysis of the best practices in allocating budget towards social media initiatives in the US with a specific focus on food & beverage industry. It covers channel allocation, functional allocation, allocation towards marketing objectives, format & platform allocation, and investment in new technology areas.
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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 Budget Allocation Strategies
4.1. Channel Allocation
4.2. Functional Allocation
4.3. Allocation by Objectives, Formats & Platforms
4.4. Allocation by Formats & Platforms
4.5. Analysis of Investment Avenues

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: US Food & Beverage Industry – Social Media Policy Strength Effectiveness Index, Q4 2012 - Q1 2014
Figure 26: Nestlé’s Strategic Imperatives – Digital and Social Media Channels
Figure 27: Social Media and Social Media Mobile Policy, Q1 2014
Figure 28: Does Your Social Media Policy Covers Guidelines to Deal with Negative Posts?, Q1 2014
Figure 29: Status of Social Media based Initiatives on CEO's Agenda, Q1 2014
Figure 30: Social Media Mobile Marketing – Critical Success Factors, Q1 2014
Figure 31: Revenue Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 32: Social Media Mobile Marketing – Revenue Imperatives, 2014-2018
Figure 33: Cost Imperatives Index, Q4 2012 - Q1 2014
Figure 34: Social Media Mobile Marketing – Cost Imperatives, 2014-2018
Figure 35: Brand Building Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 36: Social Media Mobile Marketing – Brand Building Imperatives, 2014-2018
Figure 37: Channel Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 38: Digital Marketing and Social Media Marketing Budget Allocation Analysis, 2014
Figure 39: Social Media Mobile Marketing as % of Social Media Marketing, 2014
Figure 40: Social Media Mobile Marketing Budget Growth Rate, 2014 – 2018
Figure 41: Functional Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 42: Social Media Mobile Marketing Budget Allocation by Functional Areas, 2014-2018
Figure 43: Objective, Formats & Platforms Effectiveness Index, Q4 2012 - Q1 2014
Figure 44: Social Media Mobile Marketing Budget Allocation by Marketing Objective, 2014 – 2018
Figure 45: Social Media Mobile Advertising Budget Allocation by Format, 2014 – 2018
Figure 46: Social Media Mobile Marketing Budget Allocation by Platform, 2014 – 2018
Figure 47: Lay’s : “Do us a Flavor” – Campaign View
Figure 48: Investment Avenues Effectiveness Index, Q4 2012 - Q1 2014
Figure 49: Social Media Mobile Marketing Tactics – Key Investment Avenues for F&B Brands
Figure 50: Strategic Imperatives Driving Investment in Mobile Site in 2014
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