JC Lupis | Marketing Charts | Fri, 09 Dec 2016 14:00:18 +0000

Senior marketers in the US, UK and Australia prioritize social media more than any other communications channels for product launches, according to a study [download page] from Five by Five. Indeed, social media figured among the top 5 channels (of more than a dozen listed) for about three-quarters of the survey’s respondents.fivebyfive-top-product-launch-communication-channels-dec2016

Social media’s role seems particularly prized by US marketers, almost 8 in 10 of whom placed it in within their top 5 channels. On an industry basis, both retail and healthcare marketers (80% each) were the most likely to point to social as a top communications channel for product launches.

Asked about social’s main benefit, the largest proportion (46%) of marketers said that it is in generating awareness prior to the launch. About half as many (24%) said that social’s primary benefit is encouraging conversation about the new product or service after launch.

Social media’s popularity with marketers may not be too surprising given it’s rise as a channel for product awareness. A global consumer survey by Nielsen released last year found, for example, that

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