Study – Listening to Social Media? Brands: Not really…!

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Sometimes the marketing scenary sounds unreal and bizarr… and still so realistic. Marketing budgets for Social Media and digital marketing increase but marketers admit that they don’t really listen to the conversations, and 70% don’t even have a deeper understanding of what is happening around their brands on the social web. This is the outcome of the latest study by Alterian called „How Engaged Is Your Brand?“. The survey asked 1,500 marketers, agencies, marketing services providers (MSP), and systems integrators (SI) between October to December 2010.

The study reports that 75% of marketers expect their Social Media and digital marketing budgets to grow. However, almost one-third of the responding marketers (31.4%) state that they have little or no understanding about social media conversations around their brands. Interestingly enough most of the marketers don’t even track and measure Social Media conversations properly. 38.6% say they just use a few ad-hoc tools to do so.

It seems to be a service or agency business in the eyes of marketing departments: 44% of agencies reply they report regularly to their client management about Social Media conversations, compared to 27% of marketers. If marketers see their brand at risk, 57% are taking action, 13% haven’t taken action and even 7% are seeing major issues, but have no plan how to react. 22,7% don’t see their brand at risk.

The study highlights also some other important content web-business strategy questions. In terms of email management it becomes clear that personalization is a key topic where marketers improve their tactics. Alterian focusses their questions on segmentation (which is one of their main services) and finds that 43% deliver specific email to each audience. Nevertheless, only 13% deliver emails on individual customer level engagement in real-time depths. The websites still lack attention in terms of personalization. Just 11% of marketers make a website experience a personalized visit. 55% still concentrate on pushing campaigns to generate website activity, and 34% use their company website as a corporate brochure.

Obviously, most marketers have anylytical limitations – be it because they don’t know how to connect analytics and campaign strategy (28%) or as they have basic analytical skills (29%). Other problems are often based on the gap between marketing and IT. Marketers quoted as reasons implementation issues (21%), budget (17%), prioritization (15%), and marketing tool selection (13%).

Spot On!
The marketing industry continues their way from mass communication to work towards a true personalized engagement with customers. Social Media is in the centre of attention at the moment. Clients get more influence on brands and how they interact with them. Social Media should always be seen in the context of all business and brand acitivies, although many brands at the moment seem to loose the focus on all their marketing activities. However, it appears to me that companies and brands forget about the importance of the website and how it might effect a purchase decision. Personalization is only happening on a low level but Alterian is already seeing a new age called „individualization“.

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2 Kommentare zu "Study – Listening to Social Media? Brands: Not really…!"

  1. Todays digital marketing digest - Spunje am 28.01.2011 13:21 

    […] Study – Listening to Social Media? Brands: Not really…! The study reports that 75% of marketers expect their Social Media and digital marketing budgets to grow. However, almost one-third of the responding marketers (31.4%) state that they have little or no understanding about social media … […]

  2. Tweets that mention Study – Listening to Social Media? Brands: Not really…! -- Topsy.com am 28.01.2011 13:47 

    […] This post was mentioned on Twitter by Michael Manger, prblogger, agentur wagner, Arnold Melm, carstenreichel and others. carstenreichel said: Study – Listening to Social Media? Brands: Not really…! http://bit.ly/fwqJpc […]

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