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Unica and IBM recently released their annual “State of Marketing” survey findings.
Key highlights include:
· Social Media Interest Wanes: More than half of marketers use social media, but based on responses, their enthusiasm is on the decline, suggesting that the peak of inflated expectations has passed; marketers are focused on finding the value that social channels can yield.
· Small, but Growing Use of Mobile: By the end of 2011, 1 billion consumers will use their mobile phones to browse the internet, yet less than half of respondents (40%) are using mobile marketing tactics. The gap will further close, as this number will grow to 60% by next year.
· Marketers Ready to Bridge the ‘Analysis to Action’ Gap: Nearly 60% of respondents listed “measurement, analysis and learning” as their top IT bottleneck, whereas last year, they overwhelmingly viewed “IT support of marketing needs” at the top. More than 60% identified “turning data into action” as their top organizational issue.
· Integrated Marketing Suite Required: Nearly 90% of respondents expressed interest in an integrated marketing suite, as marketing’s need for technology grows and technology adoption matures. More than half of marketers cited technology as the key to productivity, in particular, to resolving the challenges of meaningful measurement and analysis, and to choosing the next best course of action.