An article in American Express says, "not so fast".
Senior marketers were asked which components of their current digital
marketing programs"search, email, display advertising, social networking, and
mobile advertising"delivered the best results. Only 11% cited social
As you know,IMG is highly skeptical of this type of research. The remarkable
thing, however, is that with social media getting so much hype, the tendency of
people who have invested in it would be to exaggerate its effectiveness.
Instead, it was tied for effectiveness with "I don't know." Marketers also said
that social media is significantly less effective than banner ads (display
advertising), and I just don't know how anything can be less effective than that.
Mobile advertising, by the way, didn't even make the chart. As I said 6 months
ago in a previous posting. "IMG predicts that when the frenzy over Facebook,
Twitter, and other social media calms down and the dust clears, email and
search will continue to be the dreariest and most productive forms of online
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