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Mar 03, 2009

New Chart: Are Clients and Agencies Integrating Social Media into the Marketing Mix?

SUMMARY: On average, about 80% of marketers are integrating social media with other communications tactics. But clients and their agencies disagree on whether social media is being integrated into the mix with both online and offline tactics.
Does your organization (or client) integrate social media with other communications tactics?

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Click here to see larger, printable version of this chart

This chart shows the response we received from 1886 agencies and client-side marketers when asked if they integrate social media with other communications tactics.

We found that, while agencies and their clients are aligned on the integration of social media with other online tactics, marketing and PR professionals who work at an agency or consultancy are far more likely than those who work at a client-side company to integrate social media with both online and offline tactics – 38% to 22%, respectively.

It’s no surprise that nearly half of all marketers combine social media with other online tactics because integration is often accomplished simply by adding a link. Integration can initiate the movement of a vast community of prospects through the pipeline from initial social-media engagement to lead capture and qualification to sales conversion.

Tracking these prospects through each stage of the buying cycle and reporting on performance metrics may also be automated, making social media integration very appealing to agencies and client-side marketers that are being required to be more accountable for marketing programs than ever before.

Client-side marketers are more than twice as likely not to integrate social media into the marketing mix. This may be directly related to the most common barrier to social media adoption mentioned by client-side companies – the “lack of knowledgeable staff”.

The percentage of marketers who do not integrate social media (20%) is likely to decrease further as they become more proficient in online tactics, and the ease of social media integration becomes more apparent.

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More Research Data from Sherpa:

2009 Social Media & PR Benchmark Guide

Sergio Balegno

Sergio Balegno is a Senior Analyst with the MarketingSherpa Research Group. His research focuses on the topics of Social Media Marketing and PR, Email Marketing, and Business Technology Marketing for MarketingSherpa Benchmark Guides and Special Reports. Sergio presents his research, analysis and opinions as a frequent speaker at MarketingSherpa summits, industry conferences and online events. His 30 years of marketing experience have included roles as client–side executive, agency principal, consultant and now as an analyst of emerging marketing strategies.

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Comments about this Article

Mar 18, 2009 - Russ of eMarketer says:
Numbers don't add up to 100%. Any idea why?

Mar 19, 2009 - Sergio Balegno of MarketingSherpa says:
The percentages do not equal 100% because of rounding and “Unsure” responses not shown on chart. Thanks, Sergio

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