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A lack of familiarity with online tools is making MEPs hesitant

When asked to rate the effectiveness of communications tactics, MEPs answered, I don't know for digital communications in larger percentages than any other category. In fact, more than 10% of MEPs said that they Don't know the effectiveness for only two categories: online advertising and micro-blogging (Twitter).

This suggests that MEPs need to become more familiar with these tools before their perceived effectiveness increases.

For example, MEPs rank Search Engine Marketing and other forms of online advertising well below other forms of advertising despite this tool's ability to connect with interested audiences in geographically defined areas.