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News Release from: The Chartered Institute of Marketing | Subject: Marketing Trends Survey
Edited by the Marketingservicestalk Editorial
Team on 05 November 2007
Networking leads way in digital age says
survey
The latest Marketing Trends Survey from The CIM reveals a clear split between the uptake of digital tools that have a networking element and other digital marketing activities.
Over half of the professional marketers taking part in the survey (55 per cent) say that their organisations use business networking regularly, while over a third (37 per cent) claim to be regular social networkers In comparison, just eight per cent use viral marketing at least 'a fair amount', seven per cent use corporate blogs and product seeding, while podcasts and mobile marketing have been adopted by just six per cent
This article was originally published on Marketingservicestalk on 8 Jun 2007 at 8.00am (UK)
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However, when it comes to their personal use, some of these digital communications are slightly more popular.
While nearly half (49 per cent) of marketers say they personally are regular social networkers, 11 per cent say they are regular bloggers, and 10 per cent of marketers regularly use podcasts.
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Online education is also regarded as useful by around two-thirds (63 per cent) of marketers as it allows them to study at their own pace.
Yet views are mixed as to whether the move towards online media means that marketers without online skills have little to offer the profession.
While just over a third (35 per cent) agreed with this statement, a not dissimilar 39 per cent believe the opposite.
Completed for The Institute by Ipsos MORI the survey also finds that marketers are feeling less optimistic about the future of the economy than this time last year.
The number of those who feel that the economy will get worse in the next year has risen from 21 per cent to 40 per cent.
There has also been a corresponding decline in positive opinion, and the percentage of those who believe that things will get better has fallen substantially from 26 per cent to 14 per cent.
"Social marketing is clearly becoming very popular but our survey suggests that marketers remain cautious about using other forms of digital marketing, possibly reflecting their concern over the economy and, as a result, their marketing budgets," said David Thorp, head of research and information at The Chartered Institute of Marketing.
"Companies that continue to invest at sensible levels in marketing will be those that will thrive in all economic climates.
"Similarly, marketing professionals who have kept their skills up to date, particularly in the digital arena, will be the best placed to manage campaigns that will continue to deliver solid commercial results".
A total of 1,127 marketing professionals completed the online questionnaire which was hosted by the independent market research organisation, Ipsos MORI, between 3 and 25 September 2007.
A broad cross-section of organisations by sector, turnover and geographic location was achieved.
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