Online marketers are on the verge of rethinking their mobile and social media marketing strategy, a new survey conducted by IBM has revealed.
According to CNET, IBM’s State of Marketing 2011 report, which was unveiled at a marketing event taking place in Boston, interviewed around 300 online and direct marketers catering to companies across all sizes and industries.
The survey revealed that marketers have realised that IT plays a vital role in the success of their marketing campaign, especially when it comes to delivering the campaign to the end users.
The IBM survey also indicated that marketers have become more realistic about their expectation from mobile and social network campaigns. The survey found that more than half of the marketers used social media as a tool but their attitude towards it was changing as they want to implement a more focuses approach.
IBM also revealed that around 40 percent were using mobile phone marketing techniques while another 20 percent planned to do so in the future.
Around 90 percent of the respondents cited a need for an integrated marketing suite while around 60 percent cited ‘measurement, analysis, and learning’ as their top IT requirement.