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BizReport : Social Marketing : November 27, 2008

CMOs uninterested in social network strategies

CMO's aren't averse to using social media, finds a survey by marketing services company Epsilon, but don't bank on seeing many brands pop up on social networking sites anytime soon.

by Helen Leggatt

epsilon logo.gifJust 10% of CMOs, as surveyed by Epsilon, use social networking sites such as MySpace and Facebook in marketing campaigns. Over half (55%) aren't too interested or have no interest at all in implementing such strategies, despite the user demographic of computer literate youngsters.

But CMOs don't discount other social media channels and many are very interested or interested in using:

• Forums - 52%
• Webinars - 52%
• Webcasts and podcasts - 47%
• Email - 47%
• Blogs - 37%

Just 35% stated they were very interested or interested in using social networks.

Faced with budget decreases, CMOs identified email as the channel they would be least likely to cut back on.

"According to our latest benchmark statistics, retailers see 20 cents in e-commerce revenue for every e-mail delivered, showing the measurability and profitability of the email channel in times when people are seeking those two attributes," said Kevin Mabley, senior vice president for Epsilon Strategic Services.

Tags: blogs, email, Facebook, forums, MySpace, social media, social network, webcasts, webinars

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