Interactive marketing challenges publishers
Marketers aren’t exactly sure what they are meant to do with interactive marketing, but they do plan to spend money on it.
Social networking gets all of the buzz and little of the understanding. Who are these people and should I spend money on them.
Based on a new report from Sapient, marketers know they need to be part of the whole social networking phenomenon. With the bigger sites like MySpace and Facebook pulling in memberships in the millions, the prudent marketer needs to consider reaching that membership.
Sapient’s survey found few marketers equipped to track multiple digital campaigns. 51 percent felt somewhat confident or no confidence in their ability to do so presently.
Analytics firms take note: Sapient thinks the 12 percent of respondents who tracked social networking last year will be part of an anticipated 42 percent who choose analytics to help with this tracking in 2008.
Though more marketers expect to increase spending on search and on digital advertising in 2008, 16 percent of the survey anticipated raising their social networking spend this year.
That should boost the use of interactive analytics, as 56 percent of the survey expects to be using such tools over the next 12 months.
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