Marketers’ use of newer media platforms to engage with customers – including online ads, social media, search engine marketing, search engine optimization, mobile and viral videos – has reached extremely high levels over the past four years.
According to this latest study of newer media by the ANA (Association of National Advertisers) , marketers’ perceptions of the effectiveness of some of these platforms – namely online ads, search engine marketing, search engine optimizations and viral videos – have declined.
The survey asked marketers to assess a diverse list of newer digital media platforms, which also included such vehicles as webinars, podcasts, RSS feeds, email marketing, location-based apps, gaming and interactive TV, all of which have considerably lower usage by marketers than the above vehicles.
Looking to the future, marketers expect location-based applications  will have the greatest growth in the coming year. Currently, more than a quarter of marketers surveyed – 27 percent – are using location-based applications to reach their customers. However, nearly a third – 32 percent – say they plan to use this platform next year.
This survey was conducted online by the ANA during June and July of 2011. This is the third edition, with past studies conducted in 2007 and 2009.