Social media must be ‘meaningful’
Monday 20th Feb 2012
The Internet Advertising Bureau (IAB) has expressed concern over a lack of understanding of digital marketing following market research undertaken.
Its Search Marketing Barometer 2012 report found that just over two-thirds (72 per cent) of brands do not, or only partially, integrate search into their wider media mix alongside B2B email marketing and direct mail.
IAB Search Council chair Jack Wallington called the figures “concerning” and highlights the fact that when it comes to search, marketers are becoming complacent.
“The results are indicative of the fact search is still being siloed, rather than playing a critical part in the wider media mix,” he told New Media Age.
This study comes just after a similar report published by Panlogic, which found that two-thirds of marketers don’t have confidence in whether they have a long-term marketing strategy and instead go for short-term return on investment.
Despite the fact most marketers suggested they didn’t use search alongside B2B email marketing, the recent 2012: Email in Action study conducted by the Email Experience Council found that 60 per cent of firms are increasing their output in the medium.
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