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

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Marketers’ To Do List: Integrating Social Media with Other Marketing Tactics Marketers were also asked if they run social media programs as part of integrated campaigns, siloed and discrete from other campaigns, or on ad‐hoc basis. Often emerging channels are not well integrated with existing marketing campaigns. Surprisingly, more marketers say they are trying to integrate these campaigns with other marketing campaigns/programs, although this does vary significantly by channel. The most widely integrated tactics are voting features/product reviews, user‐generated content, and RSS feeds. Marketers are primarily integrating social campaigns in terms of timing, creative themes and branding. As marketers expand their efforts to promote their brands, they should start to leverage integrated analysis and customer awareness, campaign decisioning, and marketing execution to make the most effective use of social media. Figure 23: Social Media Tactics that Marketers Integrate with Other Marketing Campaigns/Programs Q. How integrated are the following social media tactics with other company marketing campaigns and programs? Base: Respondents Who Currently Use Social Media Marketing (32‐68 Respondents) Unica Corporation | www.unica.com 16
RESPONDENT PROFILES Respondents Include a Wide Range of Industries, Geographies, and Sizes The online and direct marketers that responded to the survey represent a wide range of industries. There are slightly more respondents from North America (54%) than from Europe (46%). Also, slightly more than half are from large companies that are above $1B+ in revenue. Figure 24: Respondents by Industries, Geography, and Revenue Figure 24‐1: Respondents by Industry Base: Total Sample (155 Respondents) Online and Direct Marketers Figure 24‐2: Respondents by Geography Figure 24‐3: Respondents by Revenue Unica Corporation | www.unica.com 17
Page 1 and 2: The State of Marketing 2010 Unica
Page 3 and 4: MARKETING PRACTICES & BUSINESS PROB
Page 5 and 6: Centralized Decisioning Adopted by
Page 7 and 8: Marketers Maintain Use of Offline D
Page 9 and 10: Marketers Need to Coordinate Online
Page 11 and 12: EMERGING MARKETING CHANNELS Markete
Page 13 and 14: Press Play: Video Dominates Rich Me
Page 15: Adoption is Healthy across Tactics
Page 19 and 20: SURVEY METHODOLOGY Unica Global Ma

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

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