13 Oct '11, 1am

Marketing execs struggle to tap social media: Survey #socialmarketing

Marketing execs struggle to tap social media: Survey #socialmarketing

LONDON - Marketing chiefs feel overwhelmed by the growing volume of customer data on websites such as Facebook and Twitter, and while they realise its potential value they are ill-equipped to harness it, an IBM study found. Only 26 per cent of chief marketing officers track blogs and just 40 per cent track any online communications, while 82 per cent still rely on traditional market research to shape marketing strategies, according to the study. A few top consumer brands such as Coca-Cola, Nike and Starbucks are using high-profile social media campaigns to great effect to find out what their customers want and to communicate with them. But most CMOs are struggling to prove that investments in social media marketing would yield returns, according to the survey of more than 1,700 CMOs published yesterday and carried out in interviews from February to June. 'The perfect solut...

Full article: http://www.asiaone.com/Business/News/Story/A1Story2011101...

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