Unprecedented change brought on by a volatile economy and the rise of new marketing channels is creating opportunities for marketers—and leading the way for widespread adoption of emerging tactics such as social media, rich media, and mobile marketing, according to a survey of online and direct marketers by Unica and Salloway & Associates.
Over eight in ten marketers (84%) use or plan to use at least one emerging marketing tactic (social media, rich media, or mobile marketing) in the next year.
Among marketers, 47% now use social media for marketing, and 23% plan to use it in the next 12 months.
Over one-third (39%) of marketers use rich media marketing, and 28% have plans to adopt it in the next 12 months, while 33% of marketers use mobile channels for marketing, and 24% plan to use them in the next 12 months.
Below, other findings from The State of Marketing 2010 Survey.
Social Media Marketing
More marketers in North America (58%) than in Europe (34%) use social media marketing. However, Europeans are expected to catch up this year as their pace of adoption increases relative to that of North America: 30% of European marketers plan to implement social media marketing in the next 12 months, compared with 18% of North American marketers.
Social networking sites such as Facebook and MySpace, along with blogs are mainstays in the social marketing mix: 56% of marketers who use social media use social networking sites, and 50% use blogs.