Social Media to Take More Prominent Role in Marketing

Social Media to Take More Prominent Role in Marketing

Content Writer: Martin Poston Martin Poston Digital Marketing Strategist

According toa recent study from PointRoll and Kelton Research, national and local internetmarketing professionals are expanding on the number of outlets they're using toreach consumers, eMarketer reports.

The MarketingTools Study 2012 revealed that only 9 percent of marketers average two or fewertools in a single marketing campaign. The majority (33 percent) deploy betweenfive and six different outlets, while 13 percent reported using 10 or more.

Among thetools available for marketers are social media, mobile marketing, targetedmarketing, display advertising, rich media, search advertising, out-of-home(OOH) marketing and traditional advertising strategies.

Givenconsumers' shift toward digital, it's no surprise that only 15 percent ofrespondents expect to increase their traditional marketing budget in 2012.What's more, 12 percent said they won't use traditional methods at all.

On the otherend of the spectrum, social media reigned supreme, with 79 percent of marketersplanning to increase spending on such platforms in 2012. Sixteen percent planto spend about the same as they did in 2011 and a mere 2 percent said theywon't use the outlets.

Followingclosely behind were mobile marketing initiatives, which three-quarters ofrespondents planned to increase this year. Tablet marketing was next (66percent), and then digital display ads (59 percent), rich media display ads (55percent) and search advertising (37 percent).

Social MediaExaminer's recent Social Media Industry Report echoed these results. Researchersfound that 92 percent of marketers planned to use Facebook in 2012, with 72percent planning to increase Facebook activities.

In terms ofother social media outlets, the report revealed that 76 percent of marketersplan to increase their YouTube usage, especially as more consumers watch videoon their smartphones, creating another outlet for companies to draw traffic.

Sixty-ninepercent expect to expand their Twitter budgets - with messages most likely tobe of the time-sensitive, customer service or daily discount variety, the DOBMarketing blog explains. The news source adds that marketers are currentlyinvesting at least 21 hours a week on Twitter, quite a large commitment.

Sixty-sevenpercent will invest more in Google+. Google's social network was also found tobe the number one platform marketers want to learn more about.

Finally, 86percent of those polled plan to increase or continue blogging efforts.

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