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Direct Response Marketing

Marketers Tap Social, Mobile and Video More, but ROI Concerns Exist

22 Aug, 2012 By: Doug McPherson


NEW YORK – The Association of National Advertisers’ (ANA) 2012 Digital and Social Media Survey has found that despite the 70-plus percent of marketers currently using newer media platforms to reach customers, 62 percent say the inability to prove ROI is a top concern.

Key findings include:

  • YouTube is a hit, with the biggest increase of all media platforms – 80 percent are using the channel in 2012 compared to 64 percent in 2011.
  • Even though social media and mobile marketing have grown significantly, with 90 percent and 74 percent of marketers using them respectively, their use has leveled since 2011.
  • Top channels to reach consumers with mobile platforms are: branded mobile apps – 70 percent; QR codes – 67 percent; text ads – 53 percent; non-video ads – 41 percent; and video ads – 25 percent.
  • Marketers are also using Web-based platforms, such as websites (95 percent), E-mail marketing (91 percent) and online advertising (89 percent) to reach consumers.
  • 53 percent of respondents say there’s a lack of understanding about digital media among key people within their organizations. Social media, mobile and online video continue to challenge marketers, who report they’re concerned over having the proper metrics to determine the right mix of traditional and digital media.
  • 60 percent of marketers are currently measuring ROI of their social media efforts. Mobile marketing (70 percent) ranks the highest in terms of marketers’ desire for measurement.
  • Nearly 90 percent are measuring search engine marketing (paid keyword), compared to their website (89 percent), E-mail marketing (88 percent) and online advertising (88 percent).
  • The two newer media metrics that marketers find most effective are purchase (67 percent) and time spent on marketers’ websites (54 percent). Popular metrics such as the number of Facebook “likes” or Twitter “re-tweets” fell to the bottom of the list, with just 30 percent and 39 percent of marketers, respectively, finding them effective.
  • The percentage of marketers who solely outsource the monitoring of their social media decreased since 2011 (33 percent to 26 percent), while less than a quarter of marketers (23 percent) conduct their social media monitoring in-house.
  • Seventy-five percent have between one and three people dedicated to monitoring social media. Seventeen percent take on this task full time and 83 percent take it on in addition to other responsibilities.
  • The primary reasons marketers conduct social media monitoring are: brand integrity – 29 percent; insights/trends – 26 percent; customer service – 18 percent; and corporate PR – 16 percent.

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