Marketers' use of social media and mobile marketing has steadied over the past year, whereas the use of viral online video (e.g., use of YouTube) has continued to grow, according to the ANA (Association of National Advertisers) 2012 Digital and Social Media Survey.
Among the US marketers surveyed:
- Viral online video (e.g., use of YouTube) has registered the sharpest increase of all media platforms: 80% are using the channel in 2012, compared with 64% one year earlier.
- Social media use has remained nearly flat, up slightly to 90% in 2012, from 89% in 2011.
- Mobile marketing use is also holding steady, now at 74%, compared with 75% in 2011.
Importantly, some 17% of marketers say they began using mobile in 2012 (i.e, it's their first year), and another 17% plan to start using mobile in 2013, according to the report.
Below, additional findings from The 2012 Digital and Social Media Survey, by the ANA.
Companies with higher revenue are more likely to use viral video: 95% of marketers working in companies earning more than $10 billion annually use viral video, compared with 75% of those in companies earning less than $10 billion per year.
Top Digital Media Tactics
Among the various social platforms, Facebook (96%) is the most popular among surveyed marketers, followed by Twitter (89%), LinkedIn (49%), and Pinterest (33%).
In the mobile space, 70% of marketers are using branded mobile apps, while 67% are using QR codes; only 25% are using mobile video ads.