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Sep 01, 2009

New Chart: Social Media’s Place in the Elite Marketing Trio

SUMMARY: Social media has rapidly evolved to become a member of an elite trio of interactive marketing tactics – “Email, Search and Social”. But we wanted to know how marketers ranked these tactics in importance to each other, and who they thought would emerge as the alpha dog of the pack moving forward.

Do You Agree or Disagree That Social Media Will

View Chart Online

Click here to see larger, printable version of this chart

At one extreme of the chart spectrum, almost all marketers (97%) agreed that social media will simply complement other marketing tactics, such as email and search, rather than displacing them. Slightly fewer (88%) of marketers agreed on a more moderate perspective that social media will become a standard tactic for most companies, much like email or search marketing, and 74% believe it will have its own budget line item and staff in the foreseeable future.

At the other extreme, 12% think social media will eventually replace email as the primary method of customer communications.

An equally divided view is that social media will simply be a ‘tool in the toolbox’ but never as important as email or search marketing. What do you think?

See Also:

Comments about this Article

Sep 01, 2009 - Jeff Bryant of Creative Direct Marketing says:
Email has been around for 30 years and has been virtually unchanged for most of that time. People who think this is going to be the status quo for even the near future are kidding themselves and need to see the demo of Google Wave that's up on YouTube.

Sep 01, 2009 - Edison Reis of Quest Qualiy Solutions says:
Indeed ! This survey shows that Web 2.0 is here to stay. Join the wave or you will loose your board ! Well done Edison Reis

Sep 02, 2009 - Allen Jezouit of says:
I fall firmly in the majority on all of the questions. I just don't see anything replacing email as the primary means of communication yet because I don't think email has fully evolved into what it will ultimately become. There's still a lot of headroom there.

Sep 09, 2009 - A Kao of says:
Let's not forget that email required a decade before it took over as the "lingua franca" of written business communication. And even now, snail mail is still import in business communication. But email took over for very practical reasons. It's faster and cheaper than snail mail. And with the proper safe guards in place (email archiving, etc.) email is readily stored. How in the world can "social media" take over anything without some form of archiving, indexing, and a logical way of retrieving? If social media solves all of that problem right now, then social media would have a higher value than email and certainly than snail mail. But until that is solved, social media cannot and will not take over any communication medium. Social media is strictly the realm of either pioneering marketers looking for an edge, or bandwagon marketers who have no original thoughts or insights of their own. The common lay person isn't all that into social media as marketers would like to think. The consumer Who's driving the use of Twitter? Primadonna marketers who love to hear themselves talk. Reports are already out that teens don't care for Twitter and don't get it. If the next generation doesn't embrace Twitter, then what good is it? It's not sustainable! The common FB user is on it for fun. They like apps and quizzes. They don't like ads. And Myspace is already suffering from decline which further proves that if a social media space is inundated with shiftless marketers and hawkers, it will drive away users. Where can social media really grow? Specialization. LinkedIn for example, draws more like-minded people. But even on LinkedIn there's a limit to how much a person can hawk products/services. Social media also suffers from no metrics, no analytics, no accountability. Until that can be solved, there's no reason for social media to take over. And the most egregious offense of social media marketing? Users are finicky. Myspace learned that the hard way. Twitter may learn that as well. Social media is the wild west. Until it matures, there's no "taking over" anything.

Sep 10, 2009 - CyHyoung Park of Career Education Corporation says:
Marketers need to come to terms with the fact that social media is not so much a marketing tactic as it is consumer preference – people are choosing to communicate on their own terms. We’ve moved into the age of “media discovery” from the age of “media delivery” and marketer’s job will be to enable consumers to “discover” things they need by associating the brand with lifestyle or something that has more meaning on a personal level. The selling will come after you’ve created a relationship.

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