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From Social Media Hype to Marketing: 3 Steps toward Building Stronger Customer Relationships

Published By: IBM
IBM
Published:  Aug 20, 2013
Length:  4 pages

When 83 percent of online consumers participate in social
media, it is no surprise that, like bees to honey, marketers are following suit. According to a recent IBM® Unica® survey of marketers, 47 percent of respondents say they currently use social media marketing tactics; in North America, that number jumps to 58 percent. Yet, for all the rush, many marketers are wondering, “where’s the gold?” The IBM Unica survey found that 48 percent of marketers admit that their social media marketing efforts are totally siloed, frustrating their attempts to create richer customer relationships. Obstacles include:

• Hit-or-miss tactical campaigns that do not contribute to a top-line marketing strategy

• Lack of measurement to demonstrate or prove value

• Poor integration of campaigns, within social media efforts and with traditional marketing channels

• Continued reliance on brand and mass-marketing techniques less relevant to today’s content-sharing culture

• Failure to engage individuals one-on-one

• Most importantly—failure to deliver a clear marketing return on social media efforts



Tagssocial media, social media analytics, marketing analytics, marketing data, crm, customer relationship management, web service management, infrastructure