Nearly two out of three companies are Using Social Media in 2009.
As marketers embrace new media platforms, social media and viral videos have seen the largest jump in ranking, according to a survey done by the ANA (Association of National Advertisers), BtoB Magazine and in partnership with marketing services firm ‘mktg.’ The survey had the following findings:
- 66 percent of marketers utilized social media in 2009, as compared to 20 percent in 2007
- Fifty percent employ viral videos, up from only 25 percent in 2007
- 55 percent of respondents funded new media formats by shifting funds from their traditional media budget, while 48 percent shifted funds from other marketing communications budgets. Twenty-six percent of marketers created an incremental budget.
- The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45 percent) and having metrics to properly allocate the mix of traditional and digital media (43 percent)
- Among social networks being embraced by all marketers, the top sites used are:
- Facebook (74 percent)
- YouTube (65 percent)
- Twitter (63 percent)
- LinkedIn (60 percent)