Industry News | In Practice | The Bigger Picture | Digital Marketing | Your Business | Latest Research

Latest Articles

Customer service must keep a place for paper

Research shows a third of businesses are filing away and ignoring customer queries that arrive on paper. Charlotte Marshall, Managing Director of Iron Mountain in the UK, wants to examine this problem and why the integration of paper and automated customer service management is such an issue for businesses today. By Charlotte Marshall.


The time has finally come to unleash mobile ecommerce

Every year is expected to be ‘the year of mobile e-commerce’ and yet it never is! However, with Branding Brand predicting that more than 53% of visits to the top 500 e-tailers in 2014 will be from smartphones, we think it will be an important year for m-commerce. This comes after research carried out by the IMRG and Capgemini shows that in 2013 the UK spent £91bn in online sales, with sales via mobile devices increasing 138% from 2012. By Lee Cash.


Inattention a threat as mobile ad spend rockets

UK digital ad spend rose 15 per cent year-on-year during 2013 with mobile a key focus, according to new data. But as multiscreening becomes a cultural norm, advertisers face a stiff challenge for consumers’ attention, experts warn. By Chris Lee.


Related Articles

56% of London marketers see online and social media channels as most effective marketing channels; 3% back cold-calling

Filed under: All Articles > Industry News
By: NMK Created on: April 10th, 2013
Bookmark this article with: Delicious Digg StumbleUpon

London survey, conducted by Crimson Hexagon, proves online and social media messaging now overwhelmingly preferred when marketing to target audiences. By Curt Bloom.

By Curt Bloom

Crimson Hexagon has conducted an in-person survey of marketers in London which reveals the stark contrast in popularity between online and social media, and traditional marketing communications.

An emphatic 56% of respondents now select either online or social media channels as their most effective routes to target audiences. Just 3% opt for each of cold calling, word-of-mouth, branding and sponsorship, and mobile advertising, while 2% prioritised editorial marketing. Only face-to-face events are valued as approaching the effectiveness of digital channels (19%).

Crimson Hexagon’s survey polled 114 London-based technology and marketing professionals to gather opinions on the most and least effective communication channels for engaging with consumers. It asked which channels were now the smart choice for understanding attitudes towards the most influential UK brands and companies, and also which channels are the most successful routes for complaint.

The following key findings were revealed in survey analysis:

- More than half of those surveyed believe social media and online channels are the most effective for engaging with their customers. Given the choice between broadcast, print, online, social media, mobile advertising, branding and sponsorships, editorial, word-of-mouth, cold calling, and face-to-face events, respondents reveal an equal split between online (28%) and social media (28%) for the most effective communications outlet.

- Nearly half of respondents agree that cold calling is the least effective channel for communicating with customers. Given the same options, 40% agree cold calling is least effective. Broadcast (18%) and print (11%) follow as ineffective outlets.

- BBC, Virgin, Sky, Tesco and Innocent Smoothies are named influential UK brands. Survey respondents rank these five brands as the most followed and influential UK brands on Twitter. However, BBC still receive just 9% of the vote, while Innocent Smoothies receive 4%.

- One fifth of survey participants rank Twitter as effective channel of complaint. Exactly 20% of survey respondents say Twitter is now one of the most effective routes by which to contact organisations to submit complaints. The telephone is the only channel that ranks higher, with 27%. Letters (9%), Facebook (5%) and company websites (2%) are regarded as less effective

- Almost three quarters of respondents select retail, media or restaurants as the most effective industries on social media. Hospitals, schools, banks and government agencies rank lowest in the same category with 25%, 19%, 19% and 14% respectively.

This study confirms the growing trust and reliance that businesses and their customers now place in social media channels. Marketers and brands alike are now seizing fresh opportunities to strategically analyse these engagements and conversations to gain business insights they can really act on.

About the author and Crimson Hexagon

Curt Bloom, president of Crimson Hexagon. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from big data sources like social media and other data types for global corporations. Fast Company named Crimson Hexagon one of the Top 10 Most Innovative Companies on the Web.

Powered by patented technology developed at Harvard University's Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive big data analysis capabilities for a variety of large-scale data sources.

Crimson Hexagon provides clients with a deep understanding of online conversations through our unique social media analysis platform. ForSight goes beyond simple metrics and figures to offer a graphic analysis of consumer opinion and sentiment, delivering intelligence for businesses and executives looking to make smarter, more informed business decisions.

ForSight, Crimson Hexagon’s patented platform, is powered by a unique, language agnostic algorithm that combines human judgment with computer scalability, to measure sentiment across billions of social media conversations. In addition to sourcing from the full Twitter Firehose, public Facebook posts and millions of blogs, ForSight has added consumer review data including TripAdvisor, Amazon and Epinions. The platform recently surpassed 260 billion social media posts in its database – a major industry milestone – and continues to add an additional one billion posts every two days.

Clients include leading global organisations such as: CBS Films, Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: or read the Crimson Hexagon blog:


You must be logged in to comment.

Log into NMK


Lost Password?


For the latest news from NMK enter your email address and click subscribe: