Chief Marketer I Richard H. Levey I September 22, 2009
The buzz about social media’s value is taking root. Based on two polls hosted by Dukky, a direct mail/new media advertising firm, marketers get it… they just ain’t spending on it.
Scott Couvillon, Dukky’s CMO, is surprised 93% say this is either a good time or a great time for them to experiment. Marketers exist in a “lemming society,” he says, underscoring his belief that the pack mentality most adhere to hasn’t fully embraced new media.
One reason why that number is as high as it is may be the survey’s methodology. It was conducted among mid-tier executives or management of marketing service firms or marketing communications units through LinkedIn, meaning that respondents are already predisposed to participating in some form of comparatively new communication.
Another reason is the deliberately vague wording of the question. The New Orleans-based company asked about “new marketing channels” without providing guidelines for answers.
“We let people define it,” Couvillon says, adding that to him it means they’re “doing something tomorrow that they aren’t doing today.”
What are respondents saying? One enthused “The trick is to constantly surprise the audience, as well as the competition. Keep changing, keep updating, and keep on it.” But, she cautioned ” Do not spread yourself too thin. If you are doing 10 things at 10%, you need to cut it down.”
Another was more cautious. “Know your audience,” she wrote. “Just because social media is hot, don’t count on everyone to use it. Sometimes ‘new marketing’ is just being more creative.”
And one applied a bottom-dollar attitude toward new channels. “As marketers, our negotiating power is very great in today’s economy. It’s a good time to try new marketing channels if you can work out a good deal and set up appropriate goals and testing guidelines for success.”
Are Marketers Testing New Channel Waters?
· Great time to increase experimentation 52%
· Good time to experiment in small doses 41%
· Keeping an eye out, but not the best time 4%
· Not right time to risk experimentation 1%
Will Marketers Allocate Budget to New Channels?
· Increasing spend by at least 5%-10% 26%
· Experimenting, but in small doses 53%
· Evaluating, but rarely pull the trigger 14%
· Can’t risk experimenting right now 5%
(source: Dukky LLC)
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