SOURCE: BluePoint Venture Marketing

February 24, 2010 09:00 ET

Business Professionals Do Not View Social Media Presence as Critical Marketing Goal

Survey Reveals Disconnect on Value of Social Media; Provides a Look Back at What Worked and What Didn't for Marketers in 2009

LEXINGTON, MA--(Marketwire - February 24, 2010) - Despite the widespread adoption of social media tools by businesses and consumers in 2009, very few marketing and business executives considered establishing a social media presence to be an important company goal last year. These are among the findings of a recent survey conducted by BluePoint Venture Marketing, an outsourced marketing firm specializing in strategic consulting, PR, social media and lead generation programs for emerging and growth-stage technology companies. 

Among the key findings of the survey:

  • Only 19 percent of respondents felt that establishing a social media presence was an important company marketing goal in 2009.
  •  Although not a priority for many respondents, 64 percent of executives said they increased their focus on social media and viral marketing techniques in 2009. This suggests that although not a core focus, many businesses consider social media to be an increasingly important and cost-effective component of their overall marketing efforts.
  • Nearly one-third (30 percent) of the respondents plan to hire staff focused on social media in 2010.

"For marketers, 2009 was an unprecedented year of change and transformation given two undeniable factors: the economic downturn and the continued emergence of social media," said Alison Moore, founder and managing director, BluePoint Venture Marketing. "Despite continued budget and staff cuts, marketers are being held accountable by their executive teams and boards. For many, social media emerged as a cost-effective, easy-to-use alternative to more traditional marketing techniques -- even to those not completely sold on its value."

Lead Generation, Branding and Awareness
According to the survey results, e-mail marketing was the most effective lead generation method in 2009 (80 percent), followed by public relations (56 percent), telemarketing and social media (both 24 percent). Analyst relations, broadcast advertising and print advertising all fell short last year, with respondents citing them as the least effective lead generation sources (36 percent each).

Similarly, among branding and awareness vehicles, email and public relations ranked highest, at 68 percent and 56 percent respectively. Social media ranked third at 36 percent. Direct mail (52 percent), analyst relations (40 percent) and broadcast advertising (40 percent) were reported as least effective.

Instead of relying on paid media and advertising, 60 percent of organizations focused more heavily on "earned" media through public relations efforts last year. About half (48 percent) of respondents reduced their spending on print and broadcast advertising, while the other half held consistent with years past.

2010 Hiring and Outsourcing Outlook
Despite the economic hardships felt in 2009, many marketers are more optimistic about 2010. Nearly half (48 percent) of responding companies plan to hire marketing staff in 2010, predominately in the areas of website/SEO, lead generation, public relations and social media.

More than 56 percent of respondents currently work with an outside marketing, public relations and/or advertising resource. Of the 44 percent that do not, 24 percent would consider it in 2010. 

For full survey results or to leave us a comment, check out http://www.bluepointmktg.com/2010/02/a-look-back-marketing%e2%80%99s-good-and-bad-side-in-2009/ or send us a message via twitter @BluePointmktg.

Methodology
This survey was conducted online by BluePoint Venture Marketing with 42 qualified respondents from a variety of company backgrounds including B2B, professional services, start-up, IT (hardware and software), marketing/media and internet/Web 2.0. The majority (41 percent) of respondents held sales and marketing titles, 36 percent held the title of CEO or president and 21 percent were company founders or co-founders.

About BluePoint Venture Marketing
BluePoint Venture Marketing is a full-service, outsourced marketing firm specializing in strategic consulting, PR, social media and lead generation programs for the private equity, technology and professional services sectors. Based in Lexington, Mass., BluePoint professionals team up with clients to build marketing infrastructure, develop strategies and implement integrated marketing programs -- on a long-term or project basis. For more information please visit www.bluepointmktg.com or call (781) 861-7800. You can also learn more about BluePoint on twitter and facebook.

Contact Information

  • Contact:
    Jill Newberry
    BluePoint Venture Marketing
    Email Contact
    781-861-7800