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BizReport : Social Marketing : March 16, 2010

Unica survey reveals marketers' continuing enthusiasm for social media

Marketing technology provider, Unica, has released findings from its international survey into the level of social media technology adoption, usage and expected usage by direct and online marketers.

by Helen Leggatt

unica logo.pngUnica's survey of 155 direct and online marketers in North American and Europe found that, in total, 70% of global marketers either currently use social media or are planning to do so in the coming year.

Currently, over half (58%) of U.S. and Canadian marketers use social media to promote their products and services while that number is somewhat lower in Europe, at around 34%.

This gap could soon narrow as 30% of European marketers have shown enthusiasm for embracing new social media tactics this year compared with just 18% of North American marketers.

When it comes to the type of social media being used, social networking sites such as Facebook (82%) and blogs (70%) are highest on the list of channels expected to be used. Microblogging sites, such as Twitter, also rank highly with a 70% net expected usage rate, found Unica.

"While marketers rely heavily on these proven channels, they embrace microblogging sites like Twitter, a newer tactic that, not surprisingly, sees strong growth," states Unica's "State of Marketing 2010" report. "Results also indicate noteworthy growth this year in social tactics that help marketers leverage consumers to extend the reach of their brands and reinforce their messages (viral content/word of mouth, user-generated content, and voting features/product reviews)."

While social media remains front of mind for many marketers, according to a recent report form the Marketing Executives Networking Group (MENG), marketers are beginning to tire of social media buzzwords.

Tags: microblogging, research, social marketing, social media, social networking

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