Quick Study: CMOs Not Interested in Socializing; Marketers Pressured to Show ROI; Millennial Journos Lead New Media Usage


*Social Networks a Low Priority for CMOs: Despite the cultural phenomenon that Facebook and MySpace have become the past five years, 55% of the CMOs at leading brands surveyed by Epsilon, in partnership with GfK Roper, said they're not too interested (22%), or not interested at all (33%), in incorporating the social networking sites into their marketing strategies. Though dialogue marketing is a bona fide trend in the industry, just 10% percent of CMO survey respondents said they already are using these social sites in their marketing plans. Internet forums (52%), Webcasts and podcasts (47%), e-mail (47%), blogs (37%) and Webinars (52%) outscored Facebook and MySpace (35%), in terms of being social media elements that marketing executives said they are very interested or somewhat interested in using. Additional findings include: CMOs bracing for budget reductions identified e-mail as the channel they are least likely to cut back on versus any other tool in the traditional or digital marketing mix; While just over half of the companies surveyed already use consumer data mining, 23% more said that they plan to utilize the technology in the next 12 months; 55% of those not already employing Web analytics plan to do so in the next 12 months; and, Customer loyalty and rewards programs remain polarizing, with 33% of companies already using the strategy and 17% planning to use in the next year, but 50% not using or planning to use. Source: Epsilon *Marketing Execs Under Increased Pressure: Marketing executives are under growing pressure to show a return on investment for their programs, but many are struggling and finding the process complex, according to a report by The Conference Board.

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