Gini Dietrich

Marketing Has a Long Way to Go

By: Gini Dietrich | January 26, 2011 | 

I have this darling friend named Jackie Lampugnano who, every time I see her name, I think she is my aunt (I have an aunt named Jackie Lampros). We started off Twitter friends because of a mutual love of shoes and have even been shoe shopping together (bad influence, cough!).

Jackie works for Walker Sands, the agency for Alterian, a social web content and monitoring company. Though I very rarely take pitches from PR pros (mostly because it’s not often I’ve had one that is good and fits something that is of value to you, not because I don’t accept pitches), this particular pitch from Jackie makes sense.

Allow me to introduce you to the Alterian survey of nearly 1,500 marketing professionals to discover where brands stand when it comes to budgets, social media, level of personalization, and if they are ready for growth or if they’re at risk.

The questions asked in this year’s survey include:

  • How are marketing budgets shifting in 2011?
  • What are marketers doing to increase their campaign effectiveness?
  • Where are senior marketers focusing their budgets?
  • How are marketers tying together analytics and ROI?

    While the good news is that 75 percent of marketers expect their digital budgets to increase, it’s pretty scary that more than three years into the social web, brands still aren’t fully on board with nearly 40 percent using “ad-hoc” tools instead of implementing into their overall strategies.

    The bad news continues with 34 percent saying their corporate website serves mainly as a company brochure and only 13 percent have figured out a way to create email marketing that is targeted specifically to each recipient.

    The infographic below shows you the major findings and shows we still have a lot of work to do. If you’d like the full results, you can find them by clicking here.

    About Gini Dietrich

    Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!