From MediaPost Marketing Daily:
More than one-quarter (27%) of consumer and B-to-B chief marketing executives surveyed online in late October by GfK Roper Public Relations and Media for marketing services firm Epsilon identified social networking and word-of-mouth as the tools they would most like to introduce to their marketing mix to compensate for anticipated budget cuts--ahead of all other traditional or digital marketing channels.
However, more than half (55%) of the 180 responding chief marketers--representing brands with revenues ranging from $250 million to more than $10 billion--indicated low current interest in actually incorporating the networking sites into their plans.
One-third said they're "not interested at all" in getting Facebook and MySpace into their plans, and 22% said they're "not too interested," while 35% are very or somewhat interested.
Other, more "traditional" social media scored far higher on the very/somewhat interested in integrating question. More than half (52%) ranked both Internet forums and Webinars in this category, followed by Webcasts and podcasts (47%), email (also 47%) and blogs (37%).
Just 10% reported that they are already using Facebook and MySpace in their marketing plans.
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