BtoB

DMA report: Digital media marketing strong, social media pervasive

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New York—Most marketers are using digital media both to sell and nurture a stronger bond with their customers, according to the newly released “Digital Marketing Practices and Trends,” a study conducted by the Direct Marketing Association. The report also found that the use of social media has become a mainstream marketing channel.

The report, based on an online survey in November and December 2009 that produced 541 usable responses, found that 62% of marketers use paid keywords, followed by banner/skyscraper ads (45%), affiliate networks (28%), hot links (26%) and sponsorships (23%).

Among b-to-b companies, social media marketing has become pervasive: 88% report using social media, with the most widely used channels being professional social networks such as LinkedIn (69%), followed by microblogs such as Twitter (53%) and blogs (47%).

DMA’s report is available at DMA’s online bookstore for $135 for DMA members and $240 for nonmembers.

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