Are Marketers Ready for New Media and Social Marketing?
Posted by Universal Ad at Wednesday, December 05, 2007 7:04 AM and is filed under Web 2.0,Marketing,media,Social,online 
Two articles covering how new media is "changing the way marketers interact, target
and distribute their marketing message".
The first, from MediaPost, reports on a study which showed that more than 90% of marketers say they plan to increase their digital spending but "plenty of obstacles stand in the way of fully embracing the new world disorder of fragmentation and personalization of media--culture being the biggest one."
Five key themes emerged from the study -
Marketing as Conversation: It's less about sending a
message and more about conversing. More than half the marketers say
they plan to increase their PR budgets to help in this regard. Insight into Foresight: Technology enhances targeting capability and 80% of marketers surveyed place a high importance on behavioral targeting. Media is the New Creative: Distribution and context
rivals creative execution in importance. A new role of "communications
integrator" is emerging that bridges the gap between media, creative
and brand strategy. More than 80% of participants say communications
planning capabilities will be critical moving forward. Marketing + Math + Technology: Data quality,
quantity and accessibility mean that math is everywhere. Leaders are
more likely to have the metrics and capabilities to judge the effects
of new media. The Network Effect: Digital media requires a far
higher level of collaboration and coordination across all players.
Nearly 60% of survey respondents believe creative, strategic and media
capabilities should be rebundled--but there is no consensus as to which
type of agency should lead.
The second article, from eMarketer, reports that more than three-quarters of US marketing professionals think that social media marketing (Web 2.0) can give them a competitive edge, but only 7.75% of their online marketing spending went to such tactics.
The rest of their online marketing budgets are allocated 33% to online ads, 28% to online promotion design & implementation, 26% to SEO, 23% to multichannel campaigns, 21% to online campaign analytics, and 17% to e-mail campaigns. When they do spend on Web 2.0, 58% of the budget goes to user-generated content, 31% to blogs, 25% to RSS feeds, 23% to social networks, 19% to podcasts, 17% to online video ads, 16% to wikis and 2.6% to virtual worlds.
Still, marketers should not forget that social media users are an attractive audience, having spent more than $27 billion online in the US in Q2 2007 alone.
Posted by Universal Ad
The first, from MediaPost, reports on a study which showed that more than 90% of marketers say they plan to increase their digital spending but "plenty of obstacles stand in the way of fully embracing the new world disorder of fragmentation and personalization of media--culture being the biggest one."
Five key themes emerged from the study -
The second article, from eMarketer, reports that more than three-quarters of US marketing professionals think that social media marketing (Web 2.0) can give them a competitive edge, but only 7.75% of their online marketing spending went to such tactics.
The rest of their online marketing budgets are allocated 33% to online ads, 28% to online promotion design & implementation, 26% to SEO, 23% to multichannel campaigns, 21% to online campaign analytics, and 17% to e-mail campaigns. When they do spend on Web 2.0, 58% of the budget goes to user-generated content, 31% to blogs, 25% to RSS feeds, 23% to social networks, 19% to podcasts, 17% to online video ads, 16% to wikis and 2.6% to virtual worlds.
Still, marketers should not forget that social media users are an attractive audience, having spent more than $27 billion online in the US in Q2 2007 alone.
Posted by Universal Ad
Comments