|  31.08.2017

Trends in social media marketing by industry sector

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2. Types of content offered to followers


The content most often provided to followers by tourism companies is special offers and promotions (27%). Telecom companies post business information (e.g. company history, events, initiatives) and available jobs (27%). Those in the banking and financial industry mainly provide information on their products and services (23%), same as those in the pharmaceutical industry (29%), construction (29%) and industrial production (33%).


3. Budget allocated for social media marketing


Most companies in retail and wholesale commerce (31%) have budgets of EUR 1,000-3,000/year for social media marketing, as well as the companies in the food industry (30%). Budgets between EUR 5,000-10,000/year appear in most companies in tourism (25%) and industrial production (24%). The companies in media and advertising (33%), telecommunications and IT (30%) and financial-banking services (29%) have the largest social media marketing budgets, over EUR 10,000/year.


4. The benefits of social media marketing


Each industry has a different mix of benefits that companies extract from social media marketing. Increased exposure to the market is best represented in tourism (22%), construction/real estate (21%) and media and advertising services (20%). In energy and utilities, the number one benefit is to increase the company's reputation (15%) and improve communication with employees (15%). The increase in sales, as a benefit of marketing on social networks, is best represented in the industrial production sector (12%) and customer loyalty in the food industry (18%).


5. Stage in the sales process influenced by social media marketing


In the industrial production sector, companies use the most social media for post-sale assistance, as well as to send periodic news and for prospecting/identifying sales opportunities. It's the same thing in the food industry. For commercial, construction and real estate companies, bidding is the most important stage in the sales process influenced by social media marketing.


The results of the Like & Share 2017 study show that companies in the analyzed industries use social media marketing quite differently. We see extroverted industries that use heavily social media for marketing and communication (financial-banking services, commerce, tourism) as well as introverted industries that use far less the social media platforms (e.g. energy/utilities, pharmaceutical/healthcare).


Simple activities such as responding to comments and private messages lead to customer-centric relationships that are essential to companies. Attachment to brand values ​​and consumer loyalty are achieved through customization, responsiveness and excellent management of the relationship with clients. The difference in focus, approach, context, resource, expertise, industry, expertise and expertise of the analyzed industries is pregnant, but only those industries who will innovate and continually update their way of communicating on social networks will enjoy their huge business potential.

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