Study: Emerging channels hot, still have room for growth

When it comes to the latest and greatest, marketers are embracing early. That, according to the recent 2010 Omniture Online Analytics Benchmark Survey. However, even though marketers are embracing social, video and mobile there is still room for improvement in campaign execution and room for more marketers in the stream.

by Kristina Knight

The survey found that less than 15% of marketer are using all three emerging areas - social, video and mobile. What's more less than one-third are effectively measuring online campaign ROI (31%) or online conversion rates (25%). Exactly how bad is the 'using but not measuring' philosophy for marketers?

Matt Langie, director of product marketing, Omniture Business Unit said, "[A] significant opportunity exists for marketers to implement measurement and optimization strategies for mobile, social media and video. Smart marketers are going where their customers are and sound strategies for these emerging channels can be a significant competitive advantage to drive revenue growth."

According to the Omniture report nearly 70% of survey respondents are using social channels to engage and convert consumers, but only about 40% have the proper tools to measure conversion rates. Which means many are flying blind. Mobile is a slightly different story because only about 20% are using mobile to engage consumers. Of those who are in the mobile space only about 30% are measuring mobile effectively. Finally, the video space. Nearly 43% of respondents were in the video space with about 70% measuring conversions accurately.

Tags: advertising trends, emerging markets, mobile marketing, Omniture, social marketing, video advertising