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Marketers Have Limited Social Media Understanding

by MarketingCharts staff
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Agencies 2x Likely to Report to Management

alterian-socnet-breakdown-marketers-jan-2011.JPGBreaking marketing professionals down into three key categories, agencies (44%) are twice as likely as either marketers (27%) or marketing service professionals (MSPs, 26%) to say they report regularly to management on the social media conversations happening around client brands.

Forty percent of both marketers and MSPs are using a few ad hoc tools, compared to 35% of agencies. About one-third of MSPs (32%) and marketers (30%) say they have little understanding about social media conversations, compared to one-fifth (21%) of agencies. No agencies say they have no understanding, compared to 2% of MSPs and 3% of marketers.

Europe Leads Ad Hoc Tool Use

alterian-socnet-understanding-global-jan-2011.JPGRespondents in other geographic regions (30%) are less likely than North American (39%) and European (42%) respondents to say they are using a few ad-hoc tools to follow social media conversations happening around their (or client) brands. Interestingly, European respondents are least likely to say they report regularly to management (26%, compared to 29% of the rest of the world and 31% of North America).

The rest of the world has the highest rate of saying they only have a little understanding of social media conversations (36%, compared to 29% of Europe and 28% of North America) and no understanding (5%, compared to 3% of Europe and 2% of North America).

Email Channel Most Personalized

alterian-socnet-personalized-jan-2011.JPGWhen it comes to creating personalized customer experiences, email is at the front of the pack with 72% of respondents selecting this as a focus. Direct mail (58%), website (56%), and social media (53%) campaigns are all personalized by between 50-60%, indicating that approximately one-fourth do not customize the marketing experience for any one channel. However, only 9% admit to not personalizing any channel, which shows the vast majority focus on creating a customized experience for at least one.

The trend of a personalized customer experience is clearly important, but Alterian analysis indicates it seems that the majority need some help seeing the value in executing this strategy across multiple channels.

3 in 4 Social/Digital Marketing Expenditures to Rise

Three-fourths of those surveyed estimate their social/digital marketing expenditure will increase during the next year, with one-fourth overall projecting it will increase greatly (25% or more), according to other study results. Alterian says the estimated growth above and beyond overall marketing expenditure projection is indicative that social/digital marketing will drive general marketing growth in the coming year.

About the Data: This survey of 1,462 global marketing professionals was conducted from October 9, 2010 to December 17, 2010, both online and offline.