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.