Two nationwide surveys commissioned by the Marketing Executives Networking Group reveal consumers’ and senior marketing executives’ views on the digital marketing industry. The results indicate that companies’ use of social media is perceived by both groups as potentially disruptive—55% of senior marketing executives and 52% of consumers perceive social media as intrusive.
In addition, the survey among senior marketing executives reveals that many believe the data generated by social media analytics is not yet actionable. More than 39% agree the information gleaned is not useful to their businesses.
“Social media is here to stay, but there’s no question that it can be invasive and hard to measure,” said Stephanie Fierman, chief marketing officer of WPP’s MediaCom. “Both of these outcomes come down to the fact that it is still tough to integrate into a marketer’s overall communications ecosystem system in a way that serves up the right message at the right time and enables social to be measured as a part of a whole, not in its own silo.”
“Consumers and marketing professionals are telling us that as Twitter,Facebook, Pinterest, YouTube and others seek to monetize their offerings, there is a need for social media firms to do a better job satisfying both the sponsor businesses and the consumers those businesses seek to reach,” saidDr. Larry Chiagouris, professor of marketing at the Lubin School of Business at Pace University, who directed the surveys.
The surveys were conducted online between May 1 and May 8, 2015 among nationwide representative samples of 1,036 consumers and 272 senior marketing professionals. The survey results were shared at The Conference Board Corporate Brand and Reputation Conference in New York City on June 9-10. Highlight results will be published at www.mengonline.com on June 15.
Source: PR Newswire; edited by Richard Carufel