South Africa
Marketing & Media Marketing
Submit newsAdvertiseSubscribe
NewsPress Office NewsCompaniesJobsEventsPeopleMultimediaFeaturesOpinion
AdvertiseSubmit news

Industries

All industriesAgricultureAutomotiveConstruction & EngineeringEducationEnergy & MiningEntrepreneurshipESG & SustainabilityFinanceHealthcareHR & ManagementICTLegalLifestyleLogistics & TransportManufacturingMarketing & MediaPropertyRetailTourism & Travel

Features

World PR DayWomen's MonthCannes LionsAfrica MonthYouth MonthBizTrendsBizTrendsTVMandela MonthOrchids and OnionsMore Sections..

In the news

PnetPenquinAfrica Film Finance ForumKena OutdoorPrimedia BroadcastingVicinity MediaTopco MediaKaya 959CEM Africa SummitJoe PublicAssociation for Communication and AdvertisingMediaHeads 360OrnicoSpark MediaDentsuEnquire about a company Biz Press Office
Agriculture
Automotive
Construction & Engineering
Education
Energy & Mining
Entrepreneurship
ESG & Sustainability
Finance
Healthcare
HR & Management
ICT
Legal
Lifestyle
Logistics & Transport
Manufacturing
Marketing & Media
Property
Retail
Tourism & Travel

News

Industries

Companies

Jobs

Events

People

Video

Audio

Galleries

Submit content

My Account

Advertise with us

Subscribe & Follow

Trending

2 days 7 days 30 days By Industry
Advertise your job vacancies
    Post your Job Ad here >>
    Search jobs

    Jobs

    More jobsSubmit a jobOpen account

    Why do big brands keep making the same mistakes

    Too many marketers as well as brand and advertising managers still aren't thinking things through and these mistakes are costing a fortune.
    Chris MoerdykBy Chris Moerdyk
    30 Sep 2015
    30 Sep 2015

    A few years ago I pulled out some interesting brand facts from credible sources for my clients and they are well worth repeating.

  • 86 percent of people skip TV commercials, yet brands still spent $19.8bn last year on TV spots.

  • 243 retail brands have gone out of business in the USA in the last five years.

  • Spending on social, including influencer outreach, makes up only 10 percent of brands' digital marketing spend.

  • Annual digital marketing operating budgets represented 2.5 percent of a company's revenue in 2012.

  • The average large brand has 178 social media accounts.

  • The average brand CMO tenure is 43 months.

  • Facebook brand pages achieve an average engagement rate of 1 percent.

  • About 20 percent of digital marketers are looking for a new job, and more than 66 percent will be doing so in the near future.

  • 86 percent of consumer feedback online is being missed by brands.

  • 70 percent of marketers do not collect social media data about competing brands. 70 percent of consumers prefer getting to know a company via content marketing such as sponsored articles rather than ads, but brands spend more on advertising than on this type of content.

  • The average post from a Facebook brand page only reaches 16 percent of fans.

    • Share this article
    NextOptions

    About Chris Moerdyk

    Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk is a former chairman of Bizcommunity. He was head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on moc.liamg@ckydreom and follow him on Twitter at @chrismoerdyk.
    OptionsNext
    Top stories
    More news
    Let's do Biz