Of those who currently use social media, the top applications are thought leadership (59.8%), lead generation (48.9%), customer feedback (45.7%) and advertising on sites (34.7%).
“This whole movement around social media has been a big change—how we participate in it, how we are reaching and building communities, and how we develop an authentic voice to participate in these communities,” Sybase's Wilson said. “There are also some dramatic shifts in how publications are getting into social media and offering products that we can purchase.”
When asked to rate their trade media partners in terms of willingness and capacity to tailor programs to fit marketing goals, 17.1% of marketers said “excellent”; 71.3% said “OK”; 9.5% said “poor”; and 2.1% said “unacceptable.”
When asked to rate their ad agency partners in terms of willingness and capacity to tailor programs to fit marketing goals, 27.9% said “excellent”; 61.4% said “OK”; 7.8% said “poor”; and 2.9% said “unacceptable.”
The survey also found that 60.0% of marketers plan to launch new ad campaigns next year, and 25.7% plan to increase staffing. Only 7.8% plan to cut staff, while 66.5% plan no changes in their staffing levels.