A new study based on the responses from 172 client-side marketers and conducted by the Association of National Advertisers was just released making a solid case for social media marketing. According to ADWEEK, “The study found that 66 percent of marketers have used social media in 2009, compared to 20 percent in 2007.”
Pretty big increase. But also an obvious reflex to our growing Web-made world. More than half of the respondents (55 percent) said they shifted funds from traditional media budgets to execute social media campaigns, while 48 percent said they took money from marketing communications budgets.
ANA president and CEO Bob Liodice said this of the results:
“As more media platforms become available, it is imperative that all marketers continue to assess their capabilities and select the platforms that are best suited to help them meet their brand’s goals and objectives. With this proliferation of media, marketers must work harder, survey the entire landscape available to them and create their brand’s most optimal media mix.”
Respondents were asked what they believed to be the most effective new media platforms out there today. Here are the results, in order of most popular:
1. Search engine marketing: 65% mentioned
2. Company websites: 59% mentioned
3. Search engine optimization: 55% mentioned
4. E-mail marketing: 45% mentioned
Most popular social media platforms:
1. Facebook: 74% mentioned
2. YouTube & Twitter: 65% mentioned
3. LinkedIn: 60% mentioned
Next year’s hottest new marketing channel:
1. Blogs: 34% mentioned
2. Mobile platforms: 28% mentioned
3. Social media: 23% mentioned
So what does all this mean to you? It means that social media and new media platforms are being used more and more for their effectiveness to target and engage the consumer. It means this is no longer a trend; it’s an essential part of any successful marketing program. If you haven’t already done so, it’s fine time to branch out and transform your offline brand to an online one.