Marketers Tread Slowly into Emerging Media

Nearly one in two marketers has not yet allocated dollars to emerging media, such as social networks, blogs, or word-of-mouth initiatives, a study reveals.

The finding is part of the Direct Marketing Association's Statistical Fact Book, released yesterday. The fact book assembles data from over 65 industry sources.

While 45 percent of the integrated marketers surveyed by database marketing firm Epsilon said they haven't spent marketing dollars in emerging media, they're interested in doing so. Social computing/word-of-mouth marketing tops the list with 67 percent interested in incorporating it into their campaigns. The findings resonate across all marketing, not just direct marketing. A TNS/Cymfony report released last week finds many companies are still slow to invest in social media. Other areas of interest identified by marketers: blogs, 55 percent; mobile, 48 percent; and RSS feeds, 44 percent. Instant messaging rates a lower 31 percent.

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