Leading CMOs Have Not Signed on to Social Networking Sites
Most chief marketing officers at leading companies recently surveyed by Dallas-based marketing services firm Epsilon apparently aren't interested in incorporating social networking sites into their marketing strategies.
Despite the cultural phenomena that Facebook and MySpace have become in the past few years, 55 percent of the CMOs surveyed said they're not interested in incorporating them into their marketing plans. In fact, just 10 percent said they already use these social sites in their marketing plans.
Social media elements that marketing executives said they are very or somewhat interested in using include the following:
* Internet forums (52 percent);
* webinars (52 percent);
* e-mail (47 percent);
* webcasts and podcasts (47 percent);
* blogs (37 percent); and
* Facebook and MySpace (35 percent).
Top consumer and business-to-business marketing executives at 180 firms with revenues ranging from $250 million to more than $10 billion completed the survey in October. The survey was conducted by New York City-based GfK Roper Public Affairs and Media.
Other highlights from the CMO survey include:
- CMOs identified e-mail as the channel they're least likely to cut back on for budgetary purposes, as opposed to other tools in their traditional or digital marketing arsenal;
- 55 percent of companies not already employing Web analytics plan to do so in the next 12 months; and
- 33 percent of companies already use customer loyalty and rewards programs, while 17 percent plan to use them next year; 50 percent are not using them or planning to use them next year.