Web 2.0 is delayed — Part II

By Dominic Jones

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.

CGM includes 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.)

Related:

Web 2.0 is delayed, please be patient

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