Survey claims multi-channel customer engagement central to future of marketing
01 Feb 2010
Category: News
Source:
A new survey from Database marketing firm Alterian has shown that the number of companies investing in social media marketing campaigns is rising significantly.
In a survey with 1068 respondents Alteran discovered that 66% will be investing in social media marketing in the next 12 months and almost the same figure saw social media as either 'increasingly important' or 'critical to success'.
The report also highlights other growing trends for marketers - investment in social media monitoring and analysis tools.
As David Eldridge, Alterian CEO says "investment in social media marketing is futile without adequate measurement. The key to an effective social media strategy is listening".
Many brands have delivered high profile social media campaigns over the last year and a significant percentage of those campaigns included some kind of written or video content. Coca Cola recently announced that it was going to focus the majority of its marketing activities on social media in the coming months.
The survey does however conclude that marketers are open to all kinds of marketing propositions. Over 51% said they are placing a fair or significant amount of effort on moving from a campaign-centric DM model towards multichannel customer engagement.
