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Dataquest Insight: Marketers Are Integrating Social Media Into the Existing Communications Mix
26 June 2009
 
Richard Fouts   Venecia K Liu  

Marketers don't have to start from scratch to build social media's game-changing capabilities into the existing communications mix. By treating social media as an extension of new media and Web 1.0, marketers are exploiting its new capabilities within their available bandwidth and resources.




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Pages: 10











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Table of Contents

Contents
  • Analysis
    • Introduction
  • Background and Context
    • Marketing Communications and Web 1.0.
    • Marketing Communications and Web 2.0
  • The Impact
    • Recommendations
  • Conclusion
    • Opportunities to Target With Even Higher Granularity
    • Lines Between Marketing and Sales Becoming Blurred
    • The New Capabilities Created by Web 2.0 Are Not Always Properly Positioned
  • Recommended Reading
Tables
Table 1.
How Social Media Impacts the Components of the Existing Communications Mix
Figures
Figure 1.
Social Media and the Traditional Communications Mix
Figure 2.
How Providers Position the Impact of Social Media on the Communications Mix




This document is published in the following Dataquest Market Insights:
 
IT Marketing and Channels Strategies




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Resource Id: 1044516