Marketers may still be a little leery of using new-media and consumer-generated media (CGM) tactics in their plans. But, as revealed in the 2007 PRWeek/MS&L Marketing Management Survey, those companies that are excelling in this new marketing environment are discovering that taking the plunge is well worth the investment. The survey finds that only 7.5% of the 279 marketers polled say CGM is a "very important" part of the their marketing platforms.
"Despite the increased awareness of the power of consumers in a digital age on brands and sales, marketing execs are unwilling to give up control to these empowered consumers," said Mark Hass. "CGM is still regarded as an 'alternative add on' rather than a core pursuit."
To view study CLICK on link below (Adobe Acrobat Reader required):