LONDON, September 22, 2015 /PRNewswire/ --
The use of social media for marketing purposes by drinks industry companies can be segmented into four distinct campaign types, according to a new market research report from just-drinks.
The report, entitled 'The State of Drinks Industry Social Media', claims that the campaigns by beverage businesses observed during the last year fell into four groups; cause led, events led, community led and sales promotion led.
The report also asserts that social media is now in its third age; the first and second age were preoccupied with the battle of the networks (where) and the war for followers (who). This third age, however, is characterised by a fight by brands for relevance (what) and resonance (why).
Using examples from brands including Kirin, Amstel, SABMiller, Bacardi, Absolut, Fanta, Mizone, Budweiser and Skol, the report highlights how drinks producers are having to juggle consumer demand for authenticity with the needs to both develop innovative content and hit commercial targets.
John Newton, the author of the report and fellow of the Chartered Institute of Marketing, said: "The maturity of the channel now means that the gap between social media strategy - previously siloed - and overall communications strategy has narrowed.
"Drinks brands are now expected to be producer-publishers. Social media is a primary way of sharing content to drive interest, brand values, brand fame and sales," Newton added.
The demand for more data on the return-on-investment from social media activity, and regional considerations when running international campaigns are also explored.
The report will be available on just-drinks in mid-October. However, people who take out an annual subscription to just-drinks before 30 September, at a 35% discount on standard pricing, will receive a free copy of the full report well in advance of its publication. Take advantage of this special offer.
Established in 1999, just-drinks is the online resource for the global beverage industry, publishing around 20 news articles, analysis features and insights every working day. Under the direction of managing editor Olly Wehring, its experienced team of journalists, consultants and analysts provide a unique and comprehensive blend of reports and interpretation of the beverage industry, including key events, trends, interviews and research that are delivered to over 92,000 business executives per month.
Through its drinks industry analysis, research, news and CONSULT bespoke market research service, just-drinks offers insight into wine, beer, spirits, soft drinks, and bottled water industry developments, statistics and key supply-chain trends.
For details of how just-drinks is helping decision makers make decisions, visit http://www.just-drinks.com
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