CNET – an authority on matters such as these – reports that marketers are re-assessing their expectastions for Social Media (SM), in light of an IBM/Unica survey (https://www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf ). For me and my clients this gives hope of a cooling of the febrile atmosphere that has turned SM platforms themselves into the story, as opposed to behaving as media channels for news. More importantly, perhaps, it moves us closer towards benefitting from the new channels more effectively.
According to CNET writer Dave Rosenberg: “Possibly the most important finding from the survey is the fact that
marketers themselves have reset their expectations, which will undoubtedly help their clients and companies make better decisions.”
Here are the survey highlights…
- More than half of marketers use social media, but based
on responses, their enthusiasm is tempered, suggesting that the peak of
inflated expectations has passed; marketers are focused on finding the
value that social channels can yield with more targeted insights and
actions. - Nearly 60 percent of respondents listed “measurement,
analysis, and learning” as their top information technology bottleneck,
whereas last year, they overwhelmingly viewed “IT support of marketing
needs” at the top. - More than 60 percent identified “turning data into
action” as their top organizational issue. - Marketers are getting more serious about using
cross-channel attribution to understand marketing effectiveness.
‘Feel better?
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