Social Media Data To Drive Business Campaigns In 2013 !! [Study]

Must Read

Hands-Free Resources: How Businesses Are Using AR to Make Workplaces Safe and Productive

The role of efficiency and ease in the modern world has become forefronted when it comes to technology, particularly...

Top Countries by App Downloads Q2 2021: India Dominates With 7 Billion+ Downloads [REPORT]

As the adoption of smartphones and the Internet has increased over the last decade, so has the number of...

3 Most Common Mistakes Social Media Marketers Are Committing In 2016

In their quest for greater sales and increased ROI, the self-appointed “digital marketing guru” has lost touch with what...

Marketers globally are continuing to spend more in terms of making surge of data produced by digital interactions with customers.

According to a study by Infogroup Targeting Solutions and Yesmail Interactive, 68% of the respondents said they will increase data-related marketing spending in 2013 while, only 3% planned to decrease spending.

Companies are also starting to realize the need for more timely use of customer data to drive more personalized marketing campaigns. More than 50% of the respondents said they have already started implementing real-time data and plan to make greater use of it in 2013. Another 30% said they plan to incorporate it for the first time/consider using it.

Advertisements

When marketers around the globe were asked about their plans of using social media data to drive marketing campaigns in other channels this year (2013); 36% of marketers planned to start include social media data into campaigns this year, 42% planned to incorporate social media data more deeply and 22% of them said they had no plans to use any kind of social media data in 2013.

plan to use customer social media data

The study also provides some additional highlights:

  • Nearly 80% of marketers plan to make greater use of customers’ social media data to drive marketing campaigns in other channels in 2013.
  • 83% of marketers use insights from customer data to drive marketing campaigns on their website while 72% use email and 59% use social media.
  • Less than 50% of the markets responded that they use customer data to drive marketing campaigns through the offline channels such as direct mail, print and telemarketing with 47%, 32% and 30% respectively .
  • Additionally, nearly 50% of the respondents said their website is the best source of gathering customer data, 19% polled for email followed by social media with 12%.
  • Astoundingly, more than 25% of marketers admit they don’t know when they last performed quality control on their customer data.
  •  In addition, 80% of them said they planned to use social media data in their broader marketing efforts this year.

change in data-related marketing spending 2013

Also as of October 2012, when asked marketers about best sources of consumers data 49% of the respondents polled that website analytics was the best source of consumer data whereas, 19% opted for data from email campaigns and 12% of them responded that data which they got from social media interaction was best. Other data sources were SMS/phone analytics, direct mail interaction and display analytics.

Another survey conducted by Pitney Bowes in November 2012, recorded that few interesting findings when asked for what kinds of data marketers viewed as presenting the largest source of opportunity for their companies. Most of the marketers (20%) commonly saw “immediate opportunity” (defined as useful within the next 12 months) for customer profile data, web data and location data and also more number of marketers found short-term opportunities for each of these. Also, it seems that marketers are still struggling to make opt mobile as only 10% of them saw an immediate opportunity of mobile data and just 16% saw long-term opportunity. Interestingly, about 25% of the respondents foresaw social media data to be a long-term opportunity in coming years. In addition, 19% of them saw opportunity in another 12 months itself.

5 COMMENTS

  1. @stevennghe I want to know the minute it launches 🙂

    Advertisements

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Zomato To Give Booster Shot To Grofers Now: Eyes On A Big Chunk Of Grocery Delivery Market

After the historic performance with IPO, Zomato is now gearing up for another milestone - to grab a sizeable...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded and unparalleled...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter, with a...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one of the...

More Articles Like This