Marketers are moving in greater numbers to newer media such as location-based applications and viral video, according to a survey from the Association of National Advertisers released in July. 34% of respondents said they had either used mobile marketing for less than a year (17%) or plan to use the platform next year (17%), while 29% have either recently adopted (10%) or plan to soon adopt (19%) location-based apps and 24% say the same about viral video.Interestingly, some more mature platforms show up high on the list: 17% of respondents aren’t yet using blogs but plan to next year, while 12% say the same about podcasts, and 11% about RSS feeds.
Of note, while 17% of respondents plan to use mobile marketing in the next year, current usage appears to have plateaued, at 74% of respondents (down from 75% in 2011). Similarly, use of social networks/social media appears to have reached its peak, at 90% this year, compared to 89% last year. Both mobile and social media had seen significant gains between 2010 and 2011. Read the rest at MarketingCharts.