Marketing Trends Survey Finds Digital Technology Now An Essential Tool
Online networking is now firmly established as an essential element in the working lives of UK marketers, according to the latest Marketing Trends Survey, from the Chartered Institute of Marketing (CIM).
Over half of marketers taking part in the survey (55%) say that their organisations use business networking regularly, while over a third (37%) claim to be regular social networkers at work.
However, the survey also found that a number of other new technologies that allow marketers to communicate with their customers are still used by only a small minority.
Just 8% use viral marketing at least ‘a fair amount’, 7% use corporate blogs and product seeding, while podcasts and mobile marketing have been adopted by just 6%. The CIM says that these figures are broadly unchanged from the last survey, conducted in the spring.
The larger the organisation, the more likely it appears that it will use these tools. For example, corporate blogs are now used by 19% of companies turning over less than £100 million a year, but this figure rises to 30% among companies with a turnover of £100 million. Similarly, only 9% of the smallest companies use podcasts, but 29% of the largest organisations claim to be regular podcasters.
While nearly half (49%) of marketers say they personally are regular social networkers, 11% say they are regular bloggers, and 10% of marketers regularly use podcasts themselves.
Online education is also regarded as useful by around two-thirds, (63%), of marketers as it allows them to study at their own pace. Yet views are mixed as to whether the move towards online media means that marketers without online skills have little to offer the profession. While just over a third, (35%), agree with this statement, a not dissimilar 39% believe the opposite.
Marketing professionals also have doubts about technological prowess usurping more traditional skills. Nearly half, (48%), of those questioned agreed that there is an increasingly problem with managing new marketers who are more technologically ‘savvy’, but lack practical experience. While unsurprisingly those over 66 years old were the most inclined to agree with this statement, (59%), a substantial 44% of the 26 and under age-group felt the same.
David Thorp, director of research and information at The Chartered Institute of Marketing, said: “While technological literacy will undoubtedly be more important to the marketing profession in the future, it is clear that this must be balanced with a comprehensive understanding of wider marketing issues.
“Marketers who have solid knowledge of the principles of marketing, and can combine this with the ability to fully exploit new technologies, will be those who can contribute the most to the success of their organisations. They will also be those whose CVs will stand out when it comes to looking for a new job or securing a promotion.”
In September, social media application provider Prospero Technologies published the results of a US survey, revealing that 59% of respondents reported that social media performance in 2007 met or exceeded their marketing objectives.
Chartered Institute of Marketing: www.cim.co.uk