Evaluating the various components of new digital marketing programs

In a recent survey almost three fourth of respondents said they have included at least one new media/ social media resource in their marketing program. However, they also seemed a bit apprehensive about the ability of these campaigns to deliver.

For example, when asked specifically which component of their current digital marketing programs is not giving the tangible performance and delivering desired results, a large majority of them named social networking, which was followed by mobile advertising.

So what are perceived to be the most effective components of a digital marketing program? Asked to judge the various ingredients of their new media plan, 11 percent named social networking as the best performing component, with around 33 percent referring to search. On the other hand, 23 percent indicated email. Just about 14 percent responded digital advertising.

Just like new media/ social media platforms, the mobile phone is gradually emerging as a powerful and integral component of campaigns. Today’s tech-savvy marketers are relying on it to spread the word around. That being said, when asked regarding a digital channel they can best track in real-time, not many of them answered mobile.

It can be inferred that mobile as a component of the digital marketing programs is still not delivering the desired results, but it’s just a matter of time. Social media and mobile does present a huge opportunity to budding businesses but they need to employ it with thought and a great deal of planning.