9 in 10 Marketers Use/Plan to Use Social Media

9 in 10 Marketers Use/Plan to Use Social Media

By , May 23 in blog with 0 comments

unica marketing channels planned usage may11.thumbnail 9 in 10 Marketers Use/Plan to Use Social MediaA combined 89% of marketers use (53%) or plan to use (36%) social media marketing, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011? indicates of those planning to use social media, 26% plan to use it in the next 12 months and 10% plan to use it more than 12 months out.

Rich Media, Mobile Marketing Show Similar Stats

Rich media marketing, with 87% combined usage/planned usage, and mobile marketing, with 85% combined usage/planned usage, have similar statistics to social media marketing. The numbers on rich media marketing in particular (50% current usage, 23% expected usage in 12 months, 14% expected usage in more than 12 months) are almost identical.

For mobile marketing, however, the numbers skew more toward planned usage, with a 43% current usage rate. Twenty-five percent of marketers expect to employ mobile in the next 12 months, and 16% plan to use it in more than 12 months.

Europe Lags North America in Email Adoption

 9 in 10 Marketers Use/Plan to Use Social MediaOverall, 67% of North American and European marketers currently use email software. However, this figure rises to 80% of North American marketers and drops to only 47% among European marketers. On a combined basis, only 10% of marketers have no plans to use email.

Europeans More Likely to Automate Email Integration

 9 in 10 Marketers Use/Plan to Use Social MediaWhile European marketers are less likely than North American marketers to adopt email, 40% of European marketers report mostly automated integration of email data with customer data, compared to just 30% of North American marketers. The overall automated integration rate is 34%, and 27% do not integrate email data at all.

Search Not Well Integrated

 9 in 10 Marketers Use/Plan to Use Social MediaRespondents exposed a lackluster record of search engine marketing integration with other marketing campaigns and programs. Less than half said it was “somewhat integrated” and almost as many indicated that it wasn’t integrated. Only 10% claimed “very integrated” search engine marketing for their company’s efforts.

Most Marketers See Web Data as Very Important

About two-thirds (68%) of marketers see web data as very important to customer analytics and 63% see it as very important to making decisions about marketing offers and campaigns, according to other study results. A majority of remaining respondents consider both uses of web data somewhat important.

About the author

 9 in 10 Marketers Use/Plan to Use Social Media Mike Andrew has been working with the Internet and small business for over 12 years. Mike has been a keynote speaker at conventions and seminars and conducted social media training sessions all over the world. Mike has an extensive media background having worked in electronic media for over 30 years. Mike specialises in social media and Internet marketing strategy, SEO techniques and search engine marketing campaigns. His articles appear on numerous blogs around the web as well as national magazines.

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