The use of social media in the field of communication has experienced a notable increase in all its areas: B2C, B2B, reputation management or brand building. This is the main conclusion reached by the survey conducted by our partner McOnie to 40 CEOs from the agencies of 27 countries of IPRN.
The survey, which includes the main needs of clients and communication trends, focused on issues such as the digital offer that companies expect, the different effectiveness of social networks in B2B and B2C communication, the challenges of the future or the Fake News.
Within the wide range of digital services, social media, SEO, the online media buying and web design / management are particularly important for the clients of IPRN agencies. On the other hand, moving images and virtual / augmented reality are becoming increasingly important.
For B2B companies, LinkedIn is the favorite social network, followed by Twitter, Facebook and YouTube. The evaluation in B2C is different: Facebook continues to be the most effective channel, followed by Instagram and YouTube. Pinterest and Snapchat are also carry out an increasingly important role in consumer communications.
The Internet forums are a combination of social media in both B2B and B2C communication, both for the profile of the brand and reputation management, as well as, especially in the B2C area, for the identification and dialogue with customers and the market analysis.
One of the main conclusions that deduce from the survey is that B2C companies have to expand their social media budgets faster than B2B companies. New platforms such as TikTok, Pinterest, Twitch and Snapchat must be integrated quickly with the aim of incorporating them into brand building.
The managing director of JP KOM, Jörg Pfannenberg, comments: “The IPRN agencies align our digital activities accordingly with the objectives set and strategically advise in this regard to our portfolio of clients around the world”.
By JP Kom