The latest edition of the Sunday Business Post newspaper gives extensive coverage to the 2011 Irish Digital Marketing Sentiment Survey, and concerns by marketing professionals about social media’s impact on company reputations.
The research was published by AMAS in partnership with the Marketing Institute of Ireland. More than half of the marketing professionals in the survey had concerns about the damage that social media can cause to a company’s reputation.
“In the old world, companies could control what was said about their brand,” Aileen O’Toole, managing director of AMAS, told the newspaper. “Nowadays, discussion boards and blogs are available for anybody to pour scorn on a brand and influence the target market. Brands are struggling to manage this risk.”
Digital advertising
The survey also revealed that advertising in the digital age is increasing the workload for marketing executives.
“Marketing is no longer a nine-to-five occupation, and the internet enables customers to query executives at any time and demand instantaneous responses,” the Sunday Business Post article reported. The study found “a clear shift in focus from traditional advertising to digital channels”, with social media now an established part of the marketing armoury.
The 2011 Irish Digital Marketing Sentiment Survey was the most extensive of its kind undertaken of Irish marketing professionals, and examined trends in how the Irish marketing community treated social media websites such as Facebook, LinkedIn and Twitter in its overall marketing mix.
View the full article on the Sunday Business Post website
Read our earlier blog post about the survey
