Measurement Hurdle for New Media
68 percent of respondents said they adopt new techniques "only after they're proven."
NEW YORK More marketers are using social media and emerging communications channels but many remain wary of the return they'll get from those investments, according to a new survey from Forrester Research.
Forrester's annual report on interactive marketing channels, based on a survey of 33 marketers, found strong and growing interest in relatively all new channels such as social media, online video and user-generated content. Tactics involving social networks, podcasts and user-generated content all showed 100 percent increases in marketer use compared to a similar survey conducted by Forrester last year.
