Companies Seeking to Obtain Customer Loyalty Via Social Media are Biggest Spenders

A conclusion that can be drawn from overall survey results is that the use of social media as a marketing tool is still in the early experimental stage. “Marketers across all sectors are involved in social media,” said DMA Research Manager Yoram Wurmser. “However, after five or six years in the space and growing social media budgets, marketers are still testing the waters to figure out what works, with the incentive to accelerate their efforts is being driven by consumer’s rapid adoption of this trend.”

In fact, research from Nielsen released this week shows that consumers are spending 43% more time on social media than a year ago, making social networking and blogs the top online activity followed by online games and email.

Another key finding reveals a lack of metrics for success differentiated by objective:

• When asked to identify the most important measure of social media success, nearly two-thirds of respondents selected “don’t know”

• Of those who identified a measurement, the largest group, covering 20%, said engaging customers to respond and provide feedback

• 65% of respondents said they’re not using any listening tools to monitor what their customers are saying about their brand.

DMA and COLLOQUY hosted a free webinar, Deploying Social Media to Generate Customer Loyalty: A Tell-All Marketers Survey yesterday afternoon. Additionally, a report containing complete survey results is available from DMA for a price of $135 for DMA members and COLLOQUY subscribers, and $240 for non-members/subscribers. To purchase a copy of the report please visit DMA’s Bookstore by clicking here. Members of the press may request a complimentary copy of the survey by contacting Carmela Uzzi, DMA media relations manager, at

About Direct Marketing Association (DMA):

The Direct Marketing Association ( is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

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