AHA! So it’s not just the investor relations profession that isn’t rushing to jump on the Web 2.0 bandwagon despite the urging of every new media pundit that can type or press “record.”
A PR Week survey just released polled 279 U.S. chief marketing officers, VPs of marketing and marketing directors and managers and found that only 12% say that consumer generated media (CGM) is very important to their marketing platforms.
CGMincludes things like online social networking, YouTube, text messaging and consumer generated advertising, the kind of things I mentioned in my gripe yesterday.
CGM was rated somewhat important by 44.5% of respondents in the PR Week survey, which is sponsored by PR firm Manning Selvage & Lee (MS&L) . And 14% said it was not important at all.
Asked what marketing disciplines they are currently using, or would consider using in the next year, the most popular response (82%) was traditional online activities like building websites. Targeting influentials (70%) and media relations (65%) came in second and third. But CGM ranked almost last at 43%.
When quizzed about which new media techniques they had used, the top responses from marketers were website production (71%) and consumer feedback for marketing/product strategies (50%). Only 8% had used video blogs, 10% text messaging, and 14% consumer generated advertising.
The most popular reason marketers gave for not using new media tactics was a lack of clear ROI, cited by almost a third.
So there you go, another nice little reality check for all the pundits. More in this PRWeek feature story (PDF 3.6MB, 6 pages.)