Carried out with more than 2,000 advertisers from industry, service, community and association sectors, it reveals that nearly 40% of advertisers manage their communication actions entirely internally. However, more than half of them (58%) agree that their campaigns do not allow them to measure quantitative returns.
SMEs are increasingly using social networks. Indeed, advertisers with an annual communication budget of less than € 50,000 use social networks 3 times more than advertisers with an annual budget of over € 50,000. They even allocate nearly 40% of their budget to their website and 13% to social networks (compared to 6% for big budget advertisers).
45% of advertisers say that it is important and strategic today to be present on social networks. However, 65% admit not being active on any social network.
When we question advertisers whose strategic priority is loyalty, 48% believe that a presence on social networks is of no interest, while 28% say they are suspicious of social networks and only 24 % find that being present on the networks is strategic.
Among the advertisers surveyed, 32% have an objective of conquering their audience in 2012, but only 5% of them indicate that they communicate locally.
The infographic also reveals that 50% of advertisers do not use any mobile medium to communicate. 62% of advertisers with a customer loyalty strategy do not use any mobile medium in their communication strategy.