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57% of marketers use email marketing; 44% use social media

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By The Drum Team, Editorial

July 22, 2011 | 2 min read

An eCircle survey of marketers entitled ‘The European Social Media and Email Marketing Study’ has revealed that 57% use email marketing, while 44% use social media.

It was discovered that of the six countries where marketers were surveyed - UK, France, Germany, Italy, the Netherlands and Spain –UK was the country most reliant on email marketing, at 66%.

The research also showed that 48% advertise on content pages; 39% use search engine advertising; 39% use search engine optimisation; 34% use affiliate marketing; 31% use mobile and 31% use interrupting advertisements prior to/between content pages.

The UK came second in use of social media in marketing at 50%, with Spain at 51%. Italy came last at 37%.

Booking online advertising in social networks was the most implemented type of social media marketing (70%), with 61% sponsoring actions on social networks, 54% placing viral messages and 48% placing apps.

The main five reasons given for implementing social media were promoting new products, increasing brand awareness, increasing customer loyalty, acquiring new customers and market research.

On the other hand, the main five reasons given for not implementing a social media strategy were insufficient addressing of the relevant targeting group, missing proof of advertising impact, only having a little knowledge about social media marketing, insufficient consulting by contact persons of the marketers and insufficient opportunity to control.

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