Two-thirds of marketers have used social media in 2009 and half have used viral videos, making these two formats the fastest-growing tactics in marketing, according to a survey from the Association of National Advertisers (ANA), BtoB Magazine and ‘mktg’.
Among marketers using social networking, the top sites being used:
Despite the growing use of social networks and viral videos, marketers do not think they are using these media in the most effective ways and are still struggling with measurement and media-mix allocation issues. The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45%) and worries about not having metrics to properly allocate the mix of traditional and digital media (43%).
On the other hand, the most effective of the newer media platforms are those which marketers have been doing for longer periods of time and those for which more measurable results are available:
Blogs are the new media format (34%), followed by mobile (28%) and social media (23%). Viral video and podcasts are also of high interest for many B2B marketers who are not using them.
Despite the interest in blogs, mobile and social media, however, the newer media platforms that will get the most spending in 2009 are still the ones that are more established: