SOURCE: Unica Corporation

Unica Corporation

March 10, 2010 08:30 ET

Unica Releases "The State of Marketing 2010" Survey Results

Unica's Global Survey of Marketers Reveals Challenges, Adoption, and New Channels

WALTHAM, MA--(Marketwire - March 10, 2010) -  Unica Corporation (NASDAQ: UNCA), the recognized leader in marketing software solutions, today announced results from its global survey of marketers, titled "The State of Marketing 2010." Unica partnered with Salloway & Associates, an independent research company, on the survey. The sample covered nearly 200 online and direct marketers across a wide range of industries, geographies, and company sizes. Results revealed a number of key findings on marketing challenges and bottlenecks, marketing technology adoption, and of course, new marketing channels.

Marketers highlight turning data into actions as one of their top issues and see IT as their number one technology bottleneck; contact optimization adoption will be the fastest growing marketing technology; and emerging channels like mobile, rich media, and social media are all being adopted with enthusiasm by marketers. Nearly half of marketers surveyed have already embraced social media marketing, and adoption is healthy across most social media outlets, such as blogs, Facebook, and Twitter. However, marketers need to think more about integrating social media with other marketing tactics.

Mobile marketing continues its march toward greater significance. More than one third of marketers surveyed already conduct some type of mobile marketing. For marketers already embracing mobile, the richer interactivity of mobile Web sites and mobile applications is proving to be an equal draw to text messaging.

Customer-initiated interactions (inbound marketing) provide an excellent opportunity to personalize marketing communications, and nearly three quarters leverage these interactions to serve marketing messages and offers. Customers who engage by their own choice and share information are much more receptive to offers. There is also notably more net expected usage of inbound marketing in call centers and on Web sites than in physical stores.

The survey also highlights that many marketers use both aggregate web data and offline data when making decisions about marketing offers. This trend will likely continue to grow over the next twelve months (expected channel use ranging from 51%-92% for online data and 43%-81% for offline data). Interestingly, email is the channel where both online and offline data are most likely to be used in decision making -- it ties direct mail for offline use.

"2010 is shaping up to be an exciting year for marketers. Unprecedented change, brought on by a volatile economy, the rise of new channels, and the increased demand for financial accountability, are creating a new era in marketing," said Paul McNulty, CMO, Unica. "This new era is more immediate, more personal, more social, and more engaging."

To view the complete survey results, please visit

About Unica
Unica Corporation (NASDAQ: UNCA) is the recognized leader in marketing software solutions. Unica's advanced set of enterprise marketing management and on-demand marketing solutions empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, timely, and measurable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Unica's unique interactive marketing approach incorporates customer analytics and web analytics, centralized decisioning, cross-channel execution, and integrated marketing operations. More than 1,000 organizations worldwide depend on Unica for their marketing management solutions.

Unica is headquartered in Waltham, Massachusetts with offices around the globe. For more information, visit

Note to Editors: Copyright 2010 Unica Corporation. Unica, the Unica logo, and NetInsight are registered trademarks of Unica Corporation. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners.

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