Here are the results of a survey of the adoption of Web 2.0 by organizations, with a focus on marketing practices/vehicles, conducted by DeCarolis Design and Marketing.

May Survey Results

1. My company’s marketing initiatives include the active implementation and use of these online collaborative media (by percentage):

2. How do you measure customer feedback on marketing campaigns?

3. Which of the following online marketing and advertising vehicles does your company use?

1. Email – 80%
2. Display ads – 50%
3. Video ads – 0%
4. Webcasts/Podcasts – 20%
5. Other emerging vehicles – 30%

4. The main roadblock to my company becoming more engaged in Web 2.0 marketing practices such as blogs and other forms of social media is:

1. Budgetary concerns – 20%
2. Management/ownership buy-in – 40%
3. Applicability to our industry or business – 30%
4. It’s overrated – 0%
5. No roadblocks, we’re all in – 40%

As DDM notes, “it’s interesting to note that most respondents currently employ a mix of traditional media along with gradually escalating ventures into Web 2.0″. I’d love to see a similar survey on W2.0 adoption for internal and external (customer/partner) uses also…how ready are we for putting bi-lateral communications goals into practice? Do we really embrace customer-generated content (beyond testimonials and SCM issues)?! What happens when we “go bi-lateral” internally with employees, as opposed to the predominant use of blogs, etc., as executive platforms? It’s not surprising these issues aren’t addressed here, but it sure would be interesting to know the extent to which this background dynamic affects/doesn’t the foreground conversation and how to move forward effectively as a result..No answers yet here; just posing the question….

Submitted by: Lucie Newcomb