For those of you who have doubts about pointing your marketing efforts towards online and the social media, here are a few tidbits of data, courtesy of Experian Marketing Services' 2012 Digital Marketer: Benchmark and Trend Report.
The study found that 91% of online adults say they use social media frequently. Revenue per email averages two times higher for "friends and family" campaigns. Pinterest has become the third most popular social networking site behind Facebook and Twitter. And finally, 92% of businesses feel their contact data is inaccurate in some way.
The research also found that 46% of marketers cite multichannel coordination as their biggest challenge over the past 12 to 18 months.
"The pace of change in today's digital world is faster than most marketers can keep up with. Technology and media proliferation are presenting both challenges and opportunities for chief marketing officers and their brands," said Matt Seeley, president, Experian Marketing Services.
A quick look at this data implies that many marketers are "blowing it" with their online efforts and there is an opportunity for those companies that can do it "right." But the thing that is still an open question in many peoples' minds is what is "right" when it comes to online marketing.
