Svetlana Gladkova talks about a survey of online tools used by businesses for marketing.
So while you may think that social media tools are heavily employed by businesses for promotion, the survey has a surprise for you: in fact, only traditional internet tools are actually heavily used by marketing people so direct mail and web analytics are leading the game with 46% and 37% respectively. Other popular internet tools include online advertising (used by 35% of companies) and optimization for search engines (used in 34% of all cases).
At the same time the latest and greatest tools that we’ve only been hyping for a few years now all hold quite low shares in terms of use for marketing: for example, viral marketing, blogs, and podcasts each have 6% of companies using them with Twitter holding the last position in the list with its 2%.
Don’t believe the hype, people, thats all I’m saying. There are a handful of people and companies making millions off of Twitter, the rest are still trying to figure out what it is and how to leverage it as a new communications channel.