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Brands Betting Big on Social, Email, Content Marketing

August 25, 2011

As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.

Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.

Below, additional findings from Bizo's survey, which explores the priorities of marketing decision-makers and strategists over the next 12 months.

Over the next 12 months, more than two in five marketers (42.7%) plan to invest more in search, while roughly one-third (36.0%) plan to use more video:

Marketing Activities Reach Peak in Fall Season

Among marketers, the fourth quarter is the busiest time of the year across key marketing initiatives, including the following:

  • Planning: 46.2% of marketers say 4Q is the busiest season, but a good number cite 3Q (19.4%) and 1Q (15.2%).
  • Executing campaigns: 36.3% of marketers say 4Q is their busy season for campaign execution; 21.2% aren't sure, but 18.5% cite 2Q and 12.9% cite 3Q.
  • Closing sales: 32.5% say 4Q is their busiest season to close business, followed by deals that close in 2Q (29.2%) and 1Q (19.2%).

Social Media's Role in the Mix

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  • by Nick Stamoulis Thu Aug 25, 2011 via web

    As social media marketing matures, the tangible benefits get a little more substantial. There is a lot more to it than just getting Fans and Followers, and I think businesses are starting to figure that out. I think the next year is going to be really big for social media marketing.

  • by joelle Thu Aug 25, 2011 via web

    social media allows brands to have interaction & personality, directly to their end consumers and hear what they think, as it affects their reputation. By managing it themselves, it's the most trustable and direct way to affecting reputation & damage control... i guess.

  • by Stewart Friedman Fri Aug 26, 2011 via web

    There is a good article just out on the effect of the synergy between display (social media is part of that) and email that is worth checking out.
    New Advertising Effectiveness Study: Display versus Email

  • by Kenneth Lim Sun Aug 28, 2011 via web

    Where's "mobile" in this entire research? It seems like one of the key channels has been completely omitted...

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