Business Seeing Social Media Efforts Pay Off Says Survey

Posted by at 12:02 am on February 20, 2010

Adobe Systems has published the results of its annual Adobe Scene7 global survey, detailing the technologies online businesses see as the most effective to engage customers via Web sites and online experiences. For 2010, companies investing in, or planning, rich-media and social media features are seeing the best results in terms of customer satisfaction and sales. Mobile and personalization continue to be the least deployed tactics with less than 10 percent of respondents having deployed these features across their Web properties, yet have the highest planned growth rates over the next year.

“Consumers want more than the traditional one-size fits all Web experience,” said Doug Mack, vice president and general manager of Rich Media Solutions at Adobe. “They want to be heard and understood online, which is why 75 percent of the survey respondents say they are planning attention-grabbing innovations over the next twelve months to provide more interactive and personalized experiences.”

Overall, the top features rated as most effective include:

  • Product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36 percent);
  • Visual filtering and advanced search on product features including size, color, and price (33 percent);
  • User comments and reviews (32 percent);
  • Search landing pages (32 percent);
  • Product comparisons (28 percent);
  • Zoom (28 percent)

About the Survey

The Adobe Scene7 2010 Customer Experience in the New Decade Survey received 546 responses from brand-name retailers as well as agencies, high-tech companies, media and enterprises worldwide that sell a wide variety of products and services online. Agencies were the highest to respond worldwide, representing about 18 percent of total respondents. Similar to the 2009 survey, the annual company sales showed 60 percent of the respondents with less than $10 million and 23 percent greater than $100 million. For a complete copy of survey results, visit

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