While social channels such as Facebook, Twitter, YouTube and LinkedIn are recognized as essential digital marketing channels in 2010, a survey conducted at the worldwide digital marketing conference ad:Tech by EPiServer, the world's fastest growing provider of platforms that drive online engagement, reveals that in 2010 nearly 60 percent of the respondents realized the highest return on investment (ROI) from Email and the company Website, and those same channels top the list for future investment among 46 percent of those responding.In addition, the survey further asked about the involvement of the IT department in marketing technology purchasing decisions. Despite the era of Cloud Computing and the ease of technology procurement, 54 percent, or more than half, of the respondents revealed that the IT department is involved "very frequently" or "frequently" in technology purchase decisions. The survey was conducted at ad:Tech 2010 among CEOs, Vice Presidents, Directors and Digital Marketing Managers at more than 65 attending organizations including large corporations, small and medium-sized business and marketing and digital agencies.
"The survey results clearly illustrate what many in the marketing world already suspect, that while marketers are experimenting with social media, they are also struggling with the practicality and ROI of these channels and driving the bulk of investment to the more "traditional" digital channels, " said Bob Egner, Vice President of Global Marketing at EPiServer. "The reality is that as marketers we're still early in our understanding of how to best use social channels such as Facebook and Twitter and that clearly more work needs to be done to effectively connect social and mobile marketing to lead generation and revenue growth."
Bob continued, "In 2011, we expect to see more detailed analytics related to social behavior and sentiment that is closely coordinated and synchronized with the other online marketing metrics. In order to drive greater investment by marketers in the social channels, we also encourage digital agencies to take an integral role in bridging the gap between marketers and technologists to drive greater understanding of social media, and to paint a clearer roadmap to conversion and ROI."
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VP of Global Marketing
EPiServer connects ecommerce and digital marketing to help business create unique customer experiences which generates business results. EPiServer's platform combines content, e-commerce and multi-channel marketing capabilities to work full-circle for businesses online, from intelligent optimization, lead-generation through to conversion and repeat business.
Sitting at the centre of the digital marketing ecosystem, EPiServer empowers online and IT professionals to create superior customer experience for more than 20,000 websites worldwide. Built on .net, and supported by a pioneering partner network of over 630 partners in over 30 countries, EPiServers platform gives customers the ability to deliver the right content to the right person in the right format at a time that suits them. This approach means customers can maximize their investment in digital marketing and increase ROI. The company was founded in 1994 and has offices in the United States, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Spain, UAE and the United Kingdom. EPiServer is controlled by the IK2007 Fund. IK Investment Partners is a European private equity firm with Nordic roots, managing €5.7 billion in fund commitments.