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Many Brands Don't Track Social Media Conversations


Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brandsaccording to a survey from Alterian.

Nearly one-third of surveyed marketers (31.4%) say they have little or no understanding about social media conversations around their brands, and 38.6% say they use a few ad-hoc tools to track and measure social media conversations.

Agencies are more likely than others to claim to be in tune with brand-related social conversations: 44% say they report regularly to management on the social media conversations happening around client brands, compared with 27% of marketers and 26% of MSPs (marketing services providers).

Below, other findings from Alterian's 8th annual marketer survey titled "How Engaged Is Your Brand?"

Website Personalization

Few (11%) marketers say they tailor website experiences to individual visitors. Some 55% say they concentrate on campaigns to drive website activity, and 34% say they use their company website as a corporate brochure.

Moderately ahead of the pack, agencies are less likely than others to say a client website's main focus is to serve as a corporate brochure: Only 24% do, compared with 31% of marketers and 37% of MSPs.

Email Engagement

Email personalization is more advanced than other channels: 43% of marketers say they use some type of segmentation strategy to deliver specific email messages to each audience, although only a small portion (13%) deliver emails based on preferences at the individual customer level, monitored in real-time.

Brands at Risk

In view of the self-reported findings, nearly four in five markers say they're concerned about their brand being at risk:

  • 57% say they're aware their brand is somewhat at risk—and are taking action.
  • 13% agree their brand is at risk, but haven't taken action.
  • 7% say their brand is at risk, citing major concerns, but say they're not sure how to take action.

Less than one-quarter (22.71%) say their brand is not at risk.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Anticipated 2011 Marketing Spend

Nearly three in five marketers (57%) expect their overall marketing expenditure will increase slightly (5-25%) in 2011, with 9% expecting an increase of 25% or more.

Similarly, three-quarters (75%) of marketers expect their social/digital marketing expenditure to  increase over the next year with 23% projecting increases of 25% or more.

Other key findings:

  • Most marketers focus on creating a customized brand experience for at least one channel: Only 9% acknowledge they don't personalize any channel.
  • Many marketers are limited in analytical competency: 28% struggle to tie analytics back to the campaign strategy and 29% have basic analytical skills.
  • 66% of marketers report friction between IT and marketing for a variety of reasons, including implementation issues (21%), budget (17%), prioritization (15%), and marketing tool selection (13%).

About the data: Alterian's Eighth Annual study is based on a survey of 1,500 marketers, agencies, marketing services providers (MSP), and systems integrators (SI),  conducted from October to December 2010. 

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  • by Jeff Kryger Thu Jan 27, 2011 via web

    Nice insights. The very last part about the friction with IT certainly struck home. It always is frustrating when developing a campaign only to have IT fail to deliver (due to the items you mentioned)

  • by Danny Naz - Naz Creative Fri Jan 28, 2011 via web

    I am also seeing the friction as well. Not only with IT, but with business owners in general. They are not understanding the importance social media, from a branding stand point as well as a marketing stand point. We live in a fast paced environment, maybe the fastest the world has ever seen. What that means is a business owners, we need to learn to adapt faster or we will be left in the dust.

  • by Nick Stamoulis Fri Feb 4, 2011 via web

    I find it incredible that with all the hype around social media and the growing acceptance that it is an important component of online marketing, that so few companies are actively monitoring it. Keeping an eye on what consumers are saying about your brand is crucial to reputation management. With all the social media platforms out there, you don't even have to ask. Consumer opinion is out there for all to see.

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