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Marketers guided on practical applications in new report from Econsultancy and Adobe ...

The majority of large businesses regard social media as playing a key role within their marketing and wider business strategies, according to new research published today by Econsultancy and Adobe.

The sixth Quarterly Digital Intelligence Briefing, entitled Managing and Measuring Social, looks at the opportunities and challenges facing organisations who are trying to put social at the heart of their businesses.

Based on a survey of more than 650 digital marketers, the report provides practical advice for both large businesses and SMEs. The findings include:

-) 66% of digital marketers surveyed working client-side for companies with an annual turnover of more than £100m agreed that ‘social media is integral to business strategy’, while almost the same proportion (67%) said that social media activity was ‘integral to their marketing mix’.

-) Only 22% of marketers at larger organisations agree that they are able to harness social data successfully.

-) 70% of marketers across agency and client-side believe social media needs to be more rooted in data.

Advice for practical application includes:

-) How to best approach niche social networks like Pinterest, Google+, and Instagram.

-) How to decide where social fits into multiple business strategies and set hard target KPIs by stage and objective.

Econsultancy Research Director Linus Gregoriadis said: “Marketers are awash with social-related data coming from a range of marketing tools related to monitoring, managing and measuring social activity. The challenge is to make sense of that information in the context of broader marketing campaigns and business objectives.”

The research, which coincides with the launch of Adobe® Social, has also found that many companies are struggling to define objectives for their social activity and to measure success appropriately.

Only 28% of smaller companies and 42% of the larger companies surveyed said they measured their performance against defined social media objectives.

Neil Morgan, Senior Director, Digital Marketing Solutions, Adobe EMEA, said: “We are excited by the insights revealed in this survey. While it is apparent that the social space is maturing, it is also very clear that there is a need to better manage and measure social media efforts.

“Social marketers are recognising that they cannot rely merely on results focused on fans, followers and top level sentiment, but need metrics and objectives with long-term and meaningful significance. Mature social media marketing is about customer segmentation, multichannel integration and business impact.”

Get this report:

The full report is available on the Econsultancy website here:


The briefing is available to Econsultancy members (Silver membership and above), or on a pay-per-view basis.

For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy

linus AT econsultancy.com
+44 (0) 207 269 1450

About Econsultancy

Econsultancy is a community where the world’s digital marketing and e-commerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online.

Founded in 1999, Econsultancy has grown to become the leading source of independent advice and insight on digital marketing and e-commerce.

Its reports, events, online resources and training programs help our 130,000+ members make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Published on: 11:00AM on 6th September 2012