A report has revealed that while social media adoption amongst marketers is at its highest, few place it in their top 3 most important marketing channels. The ‘2014 Digital Marketer: Benchmark and Trend Report’ by Experian has shown that nearly all of marketers in North America are using social media (98%). Despite this, less than 25% of those surveyed said social media was in their top 3 marketing channels for 2014.
When asked what channels they were planning to use in 2014, Web and email dominated the list, with 63% and 60% respectively, Search marketing took third place, with 39% saying they planned to use it in 2014. Online display advertising, social display advertising and unpaid social media have emerged as the channels growing most in popularity, with significant increases in its planned usage for 2014 compared to 2013.
To read the full report, click here.