Businesses across Asia are reported to be ‘in denial’ over the powers and effectiveness of social media marketing according to the results of a recent survey.

The white paper, produced by an Asian digital marketing agency, found that many companies in Asia only have a fraction of social media presence compared to the rest of the world and are still relying on more traditional advertising routes, such as print.

The paper suggests that they are not conforming to other countries, where most marketing agencies and businesses are moving towards the idea that business can be boosted from friends recommendations on social networking sites such as Facebook.

“Rather than pushing out periodic campaigns across different channels, engagement in a post digital world requires a more sophisticated tactic,” said the paper.

“There has never been a better opportunity to invest in growing earned media as social media and the mobile devices that have cemented their ubiquity come of age,” the company added.

Asian marketers are now being urged to follow suit and grasp the opportunity to invest marketing budgets into social campaigns.

Brian Dargan, head of digital strategy at XM-Asia, said: “This paper isn’t about digital; it is about opportunity – the opportunity that the mass migration of consumers to social media presents brands: to reallocate their marketing budget to reflect this shift and thus driving deeper engagement with their consumers.”

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