The State of Marketing 2010 Unica's Global Survey ... - Light Reading

Almost Half of Marketers Embrace Social Media Today
Sites like Facebook and Twitter have had a meteoric rise. These channels
are not only used by hundreds of millions of people but also put immense
power in the hands of consumers. Blogs, product reviews, and other social
media are mixed with your marketing messages to shape consumers’
perceptions of your brand. The mass adoption of social media has created
anguish for most marketers. However, despite this distress, almost half of
the marketers surveyed (47%) currently use social media for marketing,
and nearly another quarter (23%) plan to use it in the next 12 months.
Figure 20: Current and Planned Usage of Social Media Marketing
Q. Is your company currently using or planning to use social media marketing tactics
(e.g., Blogs, Facebook, User Communities)?
Base: Total Sample (155 Respondents)
However, the adoption differs dramatically by geography. Europeans
appear more tentative. More marketers in North America (58%) than
Europe (34%) currently use social media marketing. Europeans are
expected to catch up as their adoption speeds up this year (30% expected
growth versus North America’s 18%). Nevertheless, many more in Europe
remain on the sidelines altogether (20%) with no plans to use social media.
Figure 21: Social Marketing Usage by Geography
Q. Is your company currently using or planning to use social media marketing tactics
(e.g., Blogs, Facebook, User Communities)?
Base: Total Sample (155 Respondents)
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