Omniture: Businesses struggle to utilize emerging marketing platforms
Social media has the potential to change the way many organizations do their B2B online marketing. However, a new survey from Omniture indicates that many businesses aren’t using emerging marketing platforms.
According to the survey, only 14 percent of respondents are using mobile, video, and social media to market their services, meaning that many business owners are missing out on potential markets. The key aspect that prevents more businesses from utilizing emerging marketing platforms is the fact that it is hard to measure ROI from them.
Of the three emerging platforms that Omniture polled businesses about, social media saw the most use, with 69.1 percent of respondents using it for marketing purposes. Video was the second most commonly used, with 42.9 percent of respondents utilizing it. Only 22.7 percent of businesses advertised their services on mobile devices.
“A significant opportunity exists for marketers to implement measurement and optimization strategies for mobile, social media and video,” said Omniture director of product marketing Matt Langie. 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.”
Many businesses may increase their use of mobile marketing as the price of smartphones continues to decrease and they get into the hands of more consumers. According to the NPD Group, the average price of a smartphone dropped 3 percent in the first quarter of 2010.ADNFCR-1844-ID-19788423-ADNFCR
