McKinsey survey examines use of digital tools by global marketers

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New York—A survey of more than 400 global marketers by consulting firm McKinsey & Co. sheds light on how marketers are using digital tools for sales, service, advertising and other functions.

The survey, conducted online in July, found that companies are using digital tools—from Web sites to wikis—most extensively for customer service.

According to the survey, 86% of marketers use their Web sites to provide information about customer service; 78% use e-mail for customer service; 29% provide a click-to-call feature for customer service; and 22% provide user forums on their Web sites for customer service.

When asked which digital tools they use for sales, 79% of marketers said they use a public-facing Web site; 42% use a proprietary site for e-commerce; 8% have set up a storefront in a virtual world; and 6% use an external auction site for sales.

Marketers are also increasing their spending on online advertising, the survey found.

One-third of companies that advertise online are currently spending more than 10% of their total ad budgets online and, 11% of marketers said by 2010 they would be spending the majority of their ad budgets online.

—Kate Maddox

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