The other day during the Insight on Business News Hour we had a story about a recent survey dealing with Social Media. The survey was conducted by IBM and reported by Dave Rosenberg. More than 300 on-line and direct marketers from a wide spectrum were asked about the effectiveness of Social Media. The result? They indicate they have reduced their expectations when it comes to social media and marketing.
Here are the four major points:
- More than 1/2 of the marketers surveyed use Social Media, but based on responses, their enthusiasm has been tempered. What was expected...didn't happen.
- More than 40% have gone to mobile marketing with another 20% headed that way this year.
- Nearly 60% said "measurement, analysis and learning" were at the top of their "bottleneck" of effectiveness.
- Marketers will use more "cross channel work" to better use Social Media.
What "marketers" have found out is that Social Media is not magic. It is work. It is not the mystical tool that instantly brings consumers flocking to goods and services. It is only ONE of the tools we use to inform, entertain and listen to consumers. It is not THE tool so many thought it was.
We've said from "Day One" that incorporating Social Media into a thoughtful marketing plan that includes "cross channel" efforts is the only way to succeed. That takes...work.
So, what do you think? Is it worth the effort?