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LONDON – Lack of understanding prevents almost half of UK marketers from investing in social networks, according to a survey.

The research, by Sapient Interactive, revealed that 41% of marketers cited “lack of understanding” as the chief barrier to investment in social media.

No clear measurement or return on investment was stated by 19%, and the fact that social networking is still in an experimentation phase and not proven yet was raised by 17%.

The most used social media by marketers are:

Sites like YouTube and Flickr (62%)
Micro-blogs such as Twitter (59.8%)
Corporate/campaign blogs (59%)

stirea intreaga pe brandrepublic.

Iar daca ei nu prea stiu, noi avem o scuza: *

Pai in UK  cheltuielile din online (a se citi media buying/ campanii, etc) le-au intrecut pe cele de pe TV. (2007)

Tot la ei, Google e cel mai cunoscut brand (2008), iar 5 din 16 stiri sunt legate de online. (2007)

acum inteleg de ce oamenii din marketing din RO nu prea stiu ce sa faca cu internetul.

Da’ sigur ca stiu ce e ala Twitter. Campania mea va merge insa pe TV. Eu am banii, eu decid cum ii sparg.

* cifre prezentate la Digital Marketing Forum (27 februarie 2008). Prezentator Wim Vermeulen, Director of Digital Innovation Ogilvy Central & Eastern Europe

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