市場調査レポート

米国の食品・飲料産業におけるソーシャルメディアのモバイルマーケティング戦略とイノベーション

US Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry

発行 Socintel360 商品コード 311973
出版日 ページ情報 英文 127 Pages
納期: 即日から翌営業日
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米国の食品・飲料産業におけるソーシャルメディアのモバイルマーケティング戦略とイノベーション US Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry
出版日: 2014年05月23日 ページ情報: 英文 127 Pages
概要

激しい競争に直面している米国の食品・飲料産業では、企業は製品イノベーションによって市場シェアを獲得する機会を検討したり、消費者ニーズの変化に迅速に対応するようにしてきました。ソーシャルメディアのモバイル広告は、食品・飲料産業のマーケティング担当者に、消費者を理解して働きかけるための強力なプラットフォームを提供しています。

当レポートでは、米国の食品・飲料産業に焦点を当てて、主要ブランドが導入しているソーシャルメディアのモバイルマーケティング戦略について取り上げ、詳細情報、考察、見解などについて、体系的な情報を提供しています。

第1章 レポートについて

第2章 エグゼクティブサマリー

第3章 ソーシャルメディアベースのモバイルマーケティングの動向

  • チャネル動向 - デスクトップ vs. モバイル
  • ソーシャルメディアのモバイルマーケティングの食品・飲料ブランドに対する価値提案
  • 新興の技術と食品・飲料マーケティング担当者へのマーケティング投資手段

第4章 ソーシャルネットワーキングサイトのモバイル戦略と食品・飲料ブランドの機会

  • Facebookのモバイル戦略と主な取り組み
  • Twitterのモバイル戦略と主な取り組み
  • Pinterestのモバイル戦略と主な取り組み
  • Instagramのモバイル戦略と主な取り組み
  • Vineのモバイル戦略と主な取り組み
  • Google+のモバイル戦略と主な取り組み
  • ロケーションベースのソーシャルネットワーキングの競合情勢 - 主要企業と戦略

第5章 ソーシャルメディアのモバイル広告支出の分析

  • 食品・飲料ブランド別
  • マーケティング目標別
  • 形式別
  • プラットフォーム別
  • ゲーム
  • ロケーションベースのマーケティング(LBM)

第6章 食品・飲料産業におけるソーシャルメディアのモバイル広告戦略

  • ギャップ分析
  • ディスプレイとメッセージング広告
  • ビデオ広告
  • アプリ広告
  • ゲーム広告
  • 市場シェアを獲得するためのLBM戦略の分析

第7章 ソーシャルメディアのモバイル広告におけるイノベーション

  • ブランド構築
  • 製品の発売
  • 売上促進
  • 主要な世代/アクセス促進
  • 失敗談

第8章 幅広い市場動向と促進要因:図表

  • マクロ経済の基本と業界の成長動向
  • 消費者の考察
  • インターネット・技術の導入
  • デバイス・プラットフォーム
  • モバイルコマース
  • 広告支出の動向

図表

目次

With food & beverage industry in the US facing intense competition, companies have been looking at opportunities to gain market share through product innovation and quickly reacting to changing consumer needs. Social media mobile advertising has offered food & beverage marketers a strong platform to understand and reach out to consumers. We expect advertising spend by food & beverage companies through social media mobile channel to outperform the industry average.

Convergence of mobile and social media is enabling food and beverage companies to capitalize on new opportunities to strengthen brand image and gain market share. This unique social-mobile combination is allowing marketers to understand consumer behavior and target them in a personalized manner. More importantly, there is an increased focus on running integrated campaigns across platforms and advertising channels. In addition, mobile marketing is creating impact beyond marketing, driving strategies related to product innovation, supply chain management, and operational efficiency to gain competitive advantage. As a result, social media mobile marketing is fundamentally reshaping operational structure along with strategic focus of food & bevarege companies.

Scope

This report provides detailed information, insights and opinion on social media mobile marketing strategies adopted by leading F&B brands in the US. It completely focuses on social media mobile marketing strategies with an overview of mobile marketing. Below is an overview covering scope of this report:

  • Country Focus: United States
  • Market Focus: Social Media Mobile Marketing
  • Industry Focus: Food & Beverage

Data & Analysis: This report provides an extensive analysis of the social media mobile marketing in the US with a specific focus on F&B industry. Below is a summary of key points:

  • It provides insights into the future of social media mobile advertising and in-depth analysis of strategies adopted by leading brands.
  • This report details social media advertising spend for a period of 10 years from 2009-2018. It provides social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media mobile advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platforms (Facebook, Twitter, Instagram, Vine, Pinterest, and You Tube).
  • It offers detailed analysis of business environment, infrastructure, technology and consumer trends driving the growth of social media mobile advertising spend. It also highlights the key challenges faced by F&B marketers in implementing and executing social media mobile advertising strategies.
  • It provides case examples of innovative social media mobile advertising adopted by key players in F&B industry.

Synopsis

This report provides detailed analysis of social media based mobile marketing spend, opportunities, trends, drivers, risks, and innovation. Socintel360 capitalizes on its robust methodology, local market expertise, and proprietary indices to derive unique insights into social media mobile marketing dynamics.

  • Value Proposition: This report provides insights into value proposition of social media based mobile advertising initiatives for F&B companies in the US. It provides an overview of social media mobile market dynamics and detailed analysis of factors, which are driving F&B marketers increase spend on this channel.
  • Advertising Spend Dynamics: This report details social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platform (Facebook, Twitter, Instagram, Vine, Pinterest, and You Tube).
  • Advertising Strategies: This report covers social media mobile strategies adopted by leading players to gain market share. It also covers Location Based Marketing (LBM) strategies in detail, explaining its value proposition, advertising spending trend over the next five years, LBM innovation, and key players and their strategies.
  • Business Models and Advertising Opportunities: This report covers key social media mobile platforms, their strategies and emerging opportunities for marketers. It also covers how messenger services are fundamentally reshaping the value proposition of social media advertising.
  • Market Innovation: This report provides detailed case examples, covering market innovation by marketing objectives and shows actual implementation of innovative social media mobile advertising strategies. It covers both success stories along with failures.

Reasons to Buy

This report answers the following key questions:

  • Why social media mobile advertising is critical for food & beverage (F&B) marketers
  • How much is being spent on social media mobile advertising by F&B brands
  • How is consumers' use of social media and mobile influencing marketing budget allocation towards social media mobile
  • What are the gaps between how consumers use social media mobile and targeting approach adopted by F&B marketers
  • Which social media mobile strategies work best to create brand awareness, drive sales and launch new products
  • How is the overall proposition of social media mobile platforms shaping up and what it means for F&B marketers
  • What is the role of mobile in social media mobile and how should F&B marketers develop their marketing strategy around it to gain market share
  • How to develop and execute marketing strategy combining social media with Location Based Marketing (LBM)

Table of Contents

1. About this Report

  • 1.1. About Socintel360
  • 1.2. Summary
  • 1.3. Scope
  • 1.4. Methodology
  • 1.5. Definitions

2. Executive Summary

3. Dynamics of Social Media Based Mobile Marketing

  • 3.1. Channel Dynamics - Desktop vs. Mobile
  • 3.2. Social Media Mobile Marketing Value Proposition for Food & Beverage Brands
  • 3.3. Emerging Technology and Marketing Investment Avenues for Food & Beverage Marketers

4. Mobile Strategies of Social Networking Sites and Opportunities for Food & Beverage Brands

  • 4.1. Facebook Mobile Strategy & Key Initiatives
  • 4.2. Twitter Mobile Strategy & Key Initiatives
  • 4.3. Pinterest Mobile Strategy & Key Initiatives
  • 4.4. Instagram Mobile Strategy & Key Initiatives
  • 4.5. Vine Mobile Strategy & Key Initiatives
  • 4.6. Google+ Mobile Strategy & Key Initiatives
  • 4.7. Location Based Social Networking Competitive Landscape - Key Players and Strategies

5. Analysis of Social Media Mobile Advertising Spend

  • 5.1. Advertising Spend Analysis by Food & Beverage Brands
  • 5.2. Advertising Spend Analysis by Marketing Objectives
  • 5.3. Advertising Spend Analysis by Format
  • 5.4. Advertising Spend Analysis by Platforms
  • 5.5. Advertising Spend Analysis through Gaming
  • 5.6. Advertising Spend Analysis through Location Based Marketing

6. Social Media Mobile Advertising Strategies in Food & Beverage Industry

  • 6.1. Gap Analysis: Consumer Behavior vs. Food and Beverage Brands Social Media Strategy
  • 6.2. Display and Messaging Advertising
  • 6.3. Video Advertising
  • 6.4. Apps Advertising
  • 6.5. Gaming Advertising
  • 6.6. Analysis of LBM Strategies to Gain Market Share

7. Innovation in Social Media Mobile Advertising

  • 7.1. Brand Building
  • 7.2. Product Launch
  • 7.3. Driving Sales
  • 7.4. Lead Generation / Traffic Driver
  • 7.5. Failure Stories

8. Broader Market Trends and Drivers: Charts and Tables

  • 8.1. Macroeconomic Fundamentals and Industry Growth Dynamics
  • 8.2. Consumer Insights
  • 8.3. Internet & Technology Adoption
  • 8.4. Devices & Platforms
  • 8.5. Mobile Commerce
  • 8.6. Advertising Spend Dynamics

List of Tables

  • 1: Value Proposition / Perceived ROI of Advertising by F&B Companies across Key Social Networking Sites

List of Figure

  • 1: Snapshot of US Social Media Mobile Marketing in Food & Beverage Industry
  • 2: US Social Media and Digital Advertising Spend Analysis, 2008 - 2018
  • 3: US Social Media Advertising Spend - Split by Mobile and Desktop, 2009 - 2018
  • 4: US Food & Beverage Industry - Adoption and Outlook of Social Media Mobile Advertising, 2003 - 2018
  • 5: US Social Media Mobile Advertising Value Proposition for Food & Beverage Industry - Future Areas Beyond Marketing
  • 6: US Food & Beverage Brands - Challenges and Role of Social Media Mobile Marketing
  • 7: US Location Based Marketing Dynamics and Key Trends, 2013 - 2018
  • 8: US Social Media Mobile Marketing - Key Investment Avenues for Food & Beverage Brands in 2014
  • 9: US Food & Beverage Industry Investment Rationale on Analytics for Social Media Mobile Marketing, 2014
  • 10: Snapshot - Mobile Strategies of Social Networking Sites and Opportunities for Food & Beverage Brands
  • 11: US Social Media Mobile Marketing Advertising Spend Growth Trend of Food and Beverage Companies, 2013 - 2018
  • 12: US Social Media Mobile Advertising Spend by Food and Beverage Sectors, 2014 - 2018
  • 13: US Social Media Mobile Advertising Spend by Marketing Objectives for Food & Beverage Industry, 2013 vs. 2018
  • 14: US Social Media Mobile Advertising Spend by Marketing Objectives - Split by Food & Beverage Sectors, 2013 vs. 2018
  • 15: US Social Media Advertising Spend Split by Formats, 2008 - 2018
  • 16: US Social Gaming Advertising Spend by Gaming Segments, 2009-2018
  • 17: US Display Advertising Spend Dynamics Across All Marketing Channels (US$ Million), 2013, 2014 & 2018
  • 18: US Food & Beverage Industry Social Media Advertising Spend Outlook by Social Networking Sites, 2014
  • 19: Brand's Preferable Platform for Marketing by F&B Categories
  • 20: US Location Based Marketing Spend by Food & Beverage Companies, 2013-2018
  • 21: Gap Analysis for Social Media Marketing: Consumer Behavior vs. Advertising Focus of Food and Beverage Brands
  • 22: US Social Media Marketing - Consumer Drivers for Interaction with Food & Beverage Brands on Social Networking Sites (%)
  • 23: US Social Media Mobile Marketing - Preferred Social Networking Sites for Launching Video Advertisements by Food & Beverage Brands, 2014
  • 24: US Social Media Mobile Advertising - Targeting Consumers Through Applications
  • 25: US Grocery Application Downloads on Smartphones, 2010 - 2018
  • 26: US Social Gaming Environment and Market Dynamics, 2009-2018
  • 27: US Social Gaming Virtual Goods Market Snapshot, 2013
  • 28: US Food and Beverage Industry Major Challenges in Implementing Predictive Location Based Marketing
  • 29: US Food & Beverage Industry Market Size, 2009-2018
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