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Social, Mobile, Video Marketing ROI Tough to Measure

May 17, 2010

As marketers struggle to find the marketing mix that delivers the greatest impact for their businesses, most have yet to fully adopt emerging channels: Only 14% say they now use mobile, social media, and video channels in their marketing mix, according to a survey from Omniture.

Nearly seven in ten surveyed marketers (69%) say they use social media, 43% use video in their marketing, and 23% use mobile.

Looking ahead, 75% of marketers plan to increase investment in emerging channels in the next three years. However, marketers' inability to measure the success of emerging marketing channels remains a key hurdle.

Below, other findings of the 2010 Omniture Online Analytics Benchmark Survey.

Social Media Marketing

Among marketers who use social media, the following social marketing activities are among the most widely adopted:

  • Social networking and gaming sites: 92%
  • Blogs and microblogs: 83%
  • Multimedia sharing: 57%
  • Bookmarking and news sites: 29%
  • Social knowledge: 23%
  • Ratings and review sites: 14%

Most marketers (63%) say Facebook is the most important social site for their business, while 28% cite Twitter and 23% cite Youtube.

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