Survey: Marketers Reluctant to Use Emerging Media

Marketers not rushing to social networks

Although marketers have expressed interest in new web channels like social networks and video games, most don’t plan to use the venues in the next year, according to Forrester Research’s survey of 253 interactive marketers, Adweek reports. The survey results showed marketers’ reluctance to shift from more familiar online channels like search and email marketing.

Despite the hype surrounding advertising in video games, 72 percent of marketers don’t have plans to use it in the next year. The same goes for mobile marketing, with 57 percent of respondents saying they wouldn’t use it in the next year. Only 13 percent of marketers reported using blogs or social networks in their efforts, and 49 percent said they didn’t plan to do so during the next year.

“There’s curiosity but not a lot of activity,” said Shar VanBoskirk, a Forrester analyst. Though marketers are interested, VanBoskirk said, “At this point, they’re not ready or don’t have the resources or haven’t thought through how it works for their business.”

The survey also found that marketers plan to increase spending on new targeting options for finding customers - as nearly three quarters said they either use or plan to try behavioral targeting in the next year, and 69 percent said the same for contextual targeting.