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Best Practices in Developing Strategic Imperatives for Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US - Product Image

Best Practices in Developing Strategic Imperatives for Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US

  • Published: May 2014
  • Region: United States
  • 60 Pages
  • Socintel360

Advertising strategy around a combination of social media and mobile is being viewed as one of the key drivers to gain market share in a highly fragmented and increasingly competitive F&B industry in the US. Marketing strategy of “Leaders” has moved on from offering information and discounts on products through mobile to engaging consumers across the purchase funnel. This is being done through a multi-channel strategy with social media and mobile at the center of the initiative.

As a result, it is essential for F&B companies to formulate detailed social media policies with a strong focus on the mobile channel and clearly define strategic imperatives in terms of driving sales, strengthening brand image, and building cost efficiencies. Socintel360’s survey found that a majority of companies in the “Leaders” category have strong social media policies in place, which are in line with strategic imperatives at organizational level.

This report answers the following key questions:

- How food & beverage marketers can formulate holistic social media mobile marketing policies and strategies?
- What are the key issues to focus 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 Strategic Imperatives
4.1. Policy Strength
4.2. Revenue Imperatives
4.3. Cost Imperatives
4.4. Brand Building Imperatives

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

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