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Survey shows largely hesitant to shift investment to social media

CHICAGO, IL – December 14, 2010

EPiServer Survey reveals that Traditional Digital Channels Such as Email and the Company Website Remain at the Top of Marketer’s Agenda for Current ROI and Future Investment

While social channels such as Facebook, Twitter, YouTube and LinkedIn are recognized as essential digital marketing channels in 2010, a survey conducted at the worldwide digital marketing conference ad:Tech by EPiServer, the world's fastest growing provider of platforms that drive online engagement, reveals that in 2010 nearly 60 percent of the respondents realized the highest return on investment (ROI) from Email and the company Website, and those same channels top the list for future investment among 46 percent of those responding.In addition, the survey further asked about the involvement of the IT department in marketing technology purchasing decisions. Despite the era of Cloud Computing and the ease of technology procurement, 54 percent, or more than half, of the respondents revealed that the IT department is involved "very frequently" or "frequently" in technology purchase decisions. The survey was conducted at ad:Tech 2010 among CEOs, Vice Presidents, Directors and Digital Marketing Managers at more than 65 attending organizations including large corporations, small and medium-sized business and marketing and digital agencies.

"The survey results clearly illustrate what many in the marketing world already suspect, that while marketers are experimenting with social media, they are also struggling with the practicality and ROI of these channels and driving the bulk of investment to the more "traditional" digital channels, " said Bob Egner, Vice President of Global Marketing at EPiServer. "The reality is that as marketers we're still early in our understanding of how to best use social channels such as Facebook and Twitter and that clearly more work needs to be done to effectively connect social and mobile marketing to lead generation and revenue growth."

Bob continued, "In 2011, we expect to see more detailed analytics related to social behavior and sentiment that is closely coordinated and synchronized with the other online marketing metrics. In order to drive greater investment by marketers in the social channels, we also encourage digital agencies to take an integral role in bridging the gap between marketers and technologists to drive greater understanding of social media, and to paint a clearer roadmap to conversion and ROI."

For further information:

Bob Egner
VP of Global Marketing
e-mail:bob.egner@episerver.com

Om EPiServer

EPiServer kopplar samman e-handel och digital marknadsföring för att hjälpa företag skapa unika kundupplevelser som genererar affärsresultat. EPiServers plattform kombinerar innehåll, e-handel och marknadsföring i flera kanaler för att stödja strategisk kommunikation på nätet, från avancerad optimering, skapandet och hantering av leads, till konvertering och försäljning.

EPiServers plattform är navet i det ekosystem som behövs för framgångsrik digitala marknadsföring och ger marknadsförare och IT-personal möjlighet att skapa en överlägsen kundupplevelse på de över 20,000 webbplatser som globalt använder EPiServer. Byggd på. NET, och med ett etablerat partnernätverk på över 715 partners i mer än 30  länder, ger EPiServers plattform kunder möjligheten att leverera rätt innehåll till rätt person i rätt format vid en tidpunkt som passar dem. Detta medför att företag kan maximera resultatet och avkastningen på sina investeringar i digital marknadsföring. Företaget grundades 1994 och har kontor i United States, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Spain, UAE and the United Kingdom . Företaget ägs av IK2007-fonden. IK Investment Partners ("IK") är ett europeiskt private equity bolag med nordiska rötter som förvaltar cirka 5,7 miljarder euro i kapital.