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Few senior marketers say social networking is important

Healthcare Strategist Trend Watch, June 22, 2007

Just 12% of senior marketers say consumer-generated media-such as social networking, YouTube, and text messaging-is very important to their advertising program. Further, just 22% say they are very willing to let consumers play a significant role in shaping their marketing programs.

The results come from a recent survey by PRWeek and the public relations firm Manning Selvage & Lee.

The survey polled 279 chief marketing officers, vice presidents of marketing, marketing directors, and managers. According to the survey, Web sites and other online activities are the most prevalent marketing discipline, at 82%. Targeting influential consumers and media relations, both of which are regarded as traditional public relations activities, came in at 70% and 65%, respectively. Consumer-generated media finished close to last, at 43%.

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