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70% of Irish Marketers Plan To Increase Marketing Budget Given To Social Media - Marketing Institute and Edelman Social Survey Results

Posted By the Marketing Institute & Edelman, Tuesday 8 March 2016

Facebook leads spend and attention but Snapchat and Instagram on the rise


New research released today by Edelman and the Marketing Institute of Ireland has shown that 70% of Irish marketers plan to increase the percentage of their marketing budget given to social media in 2016.  51% of those surveyed highlighted Facebook as the single most important social platform for their business (up from 36% in 2015) with Linkedin and Twitter neck and neck on 22% and 21% respectively. The research was unveiled ahead of DMX Dublin, Ireland’s largest digital marketing conference which takes place at the Aviva Stadium on 9th March. 


Twitter remains the platform most likely to see an increase in activity, whilst Snapchat and Instagram see the biggest percentage change from 2015 results. Given Facebook’s already dominant position, it continues to perform exceptionally well with 60% saying they’ll increase their activity in 2016. 


The Irish marketing community was also very supportive of the new advertising regulations around the use of social media influencers. 75% of research participants appearing to endorse a recent announcement by the Advertising Standards Authority’s intent to crackdown on influencers who do not declare paid posts. 37% of marketers surveyed said that they had used a digital influencer in their brand activity, with 24% of this group paying them for their involvement.  Use of social influencers in marketing campaigns is set to increase in 2016, with 52% of survey participants indicating that they would increase their use of prominent bloggers, Instagram, YouTube, Snapchat and Twitter users. 54% of respondents believe that online influencers can play a credible or very credible role but 25% are worried about the ethics of using online influencers to promote a brand or product. 


11% of respondents had experienced a social media crisis in the last year, with 20% feeling unprepared to deal with it.  Despite the increasing amount of online issues, 82% of Irish marketers surveyed had not undertaken any social media crisis simulation in the last year and 40% don’t have any social media guidelines for employees.


The importance of video was again underlined by the fact that 97% of Irish marketing professionals intend to increase its use in their marketing plans in 2016. Real time marketing also fairs well with 60% currently undertaking some form of real-time social media activities. 


When it comes to use of paid ad support of social media, 70% of those surveyed expect to increase their spend in 2016 with Facebook (91% up from 70% in 2015) leading the way in terms of paid social regularly used, followed by Twitter (44% up from 42% in 2015), LinkedIn (28% down from 34% in 2015) and Instagram (16%).


It appears Measurement has improved in the last year with 60% of Irish marketing professionals reporting that they are able to measure ROI of social media, up from 48% in 2015. However 57% haven’t set KPI’s for 2016 (up from 45% in 2015). When looking at effectiveness Facebook (60% up from 56% in 2015) and Twitter (60% down from 67% in 2015) perform relatively well.

Speaking ahead of the conference Darragh Rea, Director at Edelman, said “We’re delighted to continue our long term partnership with the Marketing Institute of Ireland both with our sponsorship of DMX and also the launch of our second annual Social Media Survey. This research sheds yet more light on a rapidly evolving integrated marketing landscape, and reflects some of the key trends we’ve seen over the past year. At a macro level the shift in budgets from traditional to online, shows no signs of abating, with marketing professionals continuing to explore new channels and invest more in content that travels across platforms. This is complimented by the continued rise of the social media influencer and the launch of new Live Streaming products and algorithms which reflect the rapid growth of video and real time marketing. It’s encouraging to see an improvement in measuring ROI since last year although the results show that there is still some work to do in the area of crisis preparedness and simulation.  

Tom Trainor, Chief Executive of the Marketing Institute of Ireland, the professional body which owns and operates DMX, said: “This is the second year of our social media survey with Edelman and again it has raised some important questions for Irish marketers. The Marketing Institute would encourage all Irish marketers to continually assess and improve their marketing activities and social media and its efficacy is growing ever more important. This research in addition to the sharing, learning and networking at DMX today will give Irish marketers some invaluable food for though and insights to improve their marketing.” 

This research was carried out online amongst 100 Irish marketing professionals throughout January and February of 2016. Full details and infographics are available on request or via or @edelmanIreland 

For more information contact Darragh Rea, Edelman, or 086 8981062 @darraghjrea 

Edelman @ #DMXDublin

This year Edelman will debut the Edelman #Hotdesk which will allow users both at the conference and at home to interact in real time with numerous features. Check our for more details. In addition to the #Hotdesk, Edelman Senior Planner, Phillip Trippenbach will give a presentation on the evolving nature of communications marketing, identifying 4 key trends and introducing Edelman’s approach.


Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organisations, helping them evolve, promote and protect their brands and reputations. We have deep expertise in consumer trends, research, analytics and insights, corporate reputation, health, technology, crisis, energy, and government affairs. Edelman has been awarded thirteen Cannes Lions including the Grand Prix for PR in 2014. Edelman has been voted Pan-EMEA Consultancy of the Year at the 2015 Sabre Awards, Global Agency of the Year and Best Agency to work for 2013 by the Holmes Report and International Agency of the Year 2013 by the PRCA. 

Edelman is the largest agency across the UK and Ireland with over 600 employees and offices in London, Dublin and Brighton. In Ireland Edelman works with clients including Musgrave, Ryanair, Visa, LinkedIn, Mars, National Lottery, Danone and Roche. 

Please visit for further information. 


The Marketing Institute is the professional body for Ireland's marketing people, in operation since 1962. With a mission to strengthen the profession of marketing in Ireland, the Institute aims to deliver in three key areas: (1) enhancing professional effectiveness through the provision of insights and expert content; (2) building the community of marketers through access to networks; and (3) providing professional career development to members through training and education. Content, Community and Career are the three themes that underpin all Institute activities.


DMX Dublin is Ireland’s largest digital marketing event, owned and operated by the Marketing Institute of Ireland. DMX Dublin features 40 world-leading speakers in multiple presentation streams, and 800 marketing professionals attendees in a full day of sharing, learning and networking. It is Ireland’s must-attend digital marketing event of the year, bringing together top international and Irish digital marketing leaders, marketers from multinationals and startups, advertisers, creative agencies, digital agencies, online publishers and vendors. The 2016 Event takes place on 9th March 2016 in the Aviva Stadium.


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