New insights from the annual Ernst & Young Social Media Marketing Survey in India, show a surprising number of marketers and brand managers with notions that may sound more 2006 than 2016. The E & Y study covered over a hundred brands and reached out to 1250 consumers across Indian metros as well as professional brand managers and marketers.
By studying the what brand marketers perceive are the major digital marketing trends versus what consumers are actually doing, the study found some compelling discrepancies.
For instance, the study found brand managers believe the most popular social media sites are Facebook and Twitter. While that might hold true for Facebook, Dinesh Mishra, partner – advisory services and customer practice leader, EY India, said that in reality only 18-pecent of the consumers surveyed are active on Twitter versus other social media platforms. The study found a preponderance of consumers taking to sites such as Instagram.
The survey also found that marketers still believe the website is the most effective digital marketing tool to reach consumers when in fact, social media platforms are the more popular vehicles for consumers. [Read more…]