The findings of a new survey of marketing executives conducted by the Software & Information Industry Association (SIIA) show that the use of social media in corporate marketing remains extraordinarily high.
Not to be outdone, mobile marketing is gaining significant ground, too.
SIIA, a trade association for the software and digital content industries, says that marketing executives appear to have a stronger grasp on the ROI of their overall marketing efforts today, “allowing them to direct resources more efficiently.”
The findings of the third annual survey show that the use of social media marketing remains at an extraordinary high level, with about 92 percent of marketing executives using social media to promote their companies. While that result represents a slight decline compared to last year’s survey, in which 98 percent reported using social media, it is an increase from 89 percent in 2012.
“The survey also finds that mobile marketing took a significant step forward in the last year,” SIIA reports.
All told, thirty-seven percent of respondents say they use mobile in their marketing efforts – up from 25 percent in last year’s survey.
“In addition,” the report concludes, “a quarter of respondents report that mobile has increased product usage for their companies. When asked how mobile has changed their relationship with customers, 30 percent say it has expanded the range of customer segments, and the same number say it has led to more one-to-one contact.”