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Print in the Mix
Social Media: A Marketing Priority; Not Yet a Revenue Generator

An Econsultancy/Adobe survey of global marketers finds that social media engagement leads the list of “most exciting digital opportunities” for marketers in 2012, yet its effectiveness as a revenue-generating channel is less encouraging.

Top Digital Marketing Opportunities: Social media engagement tops digital marketers’ list of opportunities generating the most excitement with 
54 percent of respondents, followed by mobile optimization (38 percent), content optimization (37 percent), conversion rate optimization (31 percent), brand building/viral marketing (27 percent) and video marketing (24 percent).

Top Digital Marketing Priorities: Digital marketers say their top focus in 2012 will be on social media 
(39 percent), which is in line with the percentage who indicated content optimization to be a top priority. Other areas marketers will be focusing on in 2012—conversion rate optimization (34 percent), brand building/viral marketing (32 percent), mobile optimization (29 percent) and content marketing (29 percent).

While social media marketing clearly is top of mind for many company and agency respondents, almost half said that “social media has added many more 
programs and goals, but not the revenue to support new hires, indicating this to be a key challenge.” Just 20 percent of companies and 13 percent of agencies said that this was not an issue for them.

To read the entire Print in the Mix Fast Fact and other print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council ( Also, please visit The Print Council Resource Center for additional studies, papers and video content.

Printing Industries Alliance’s Franklin Event Committee has chosen three 2012 Power of Communications Award recipients. They include: Thomas Saggiomo, president and CEO, DG3 Group, for Printing; Kit Taylor, COO, New York Media, for Publishing; and Paul Nicholson, senior vice president, production and technology, Showtime Networks, for Advertising. They will be honored during the 60th Anniversary Franklin Event on Sept. 19 at Chelsea Piers in New York.

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