Date: 01-24-2008
Social networking is the least “trackable” digital channel, revealed the Interactive Marketing Survey conducted by Sapient Corp. According to the survey, only 12% of interactive marketers tracked social networking campaign performance in 2007. The respondents felt most confident while tracking the email (32%) and search (30%) channels. With only 19% of marketers claiming to make campaign changes in less than 24 hours, the survey revealed that marketers lack the tools to optimize their marketing efforts quickly. The same research also found that marketers are worried about the number of acquisitions made by Microsoft, aQuantive, Google, Double Click, and others. About 41% of respondents fear getting lost in the shuffle with thousands of other clients because of consolidation in the online advertising industry.
