From the December 4, 2008 issue of MediaPost:
CMOs Not Sold on Social Networking Ads
55% of the chief marketing officers at leading brands surveyed by Epsilon said they’re not too interested (22%), or not interested at all (33%), in incorporating social networking sites into their marketing strategies. Though dialogue marketing is a bonafide trend in the industry, says the report, only 10% percent of CMO survey respondents said they already are using these social sites in their marketing plans.
Steve Cone, Chief Marketing Officer of Epsilon, observes that “These sites narrowly appeal to college and high school students, providing a challenge as far as measuring results and yielding a limited amount of actionable data.”