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Only 55% of Marketers Using Insights from Social Data

Lauren Harper
Sr. Manager Social Marketing

It’s no secret that marketers have been inundated by data over the last few years, but having access to, collecting, and taking action from that data is a fairly new concept to social marketers.

We teamed up with Social Media Today to figure out just how social marketers are collecting and using this data to impact their strategies in our latest eBook: Social and Mobile Marketing Data Report.


One surprising statistic we found was only 55% of respondents say that they are using the insights gathered from their social data to help formulate their marketing plans.

This surprised me because brands are talking directly to their customers and fans on social media, so any data gleaned from those channels should be treated as direct feedback, much like customer surveys, etc. Of course you’re always going to have outliers, but social data can provide brands insights to help enhance their content marketing strategy, as well as provide product feedback. Marketers can also capture huge insights into how people are responding to their competitors and the campaigns they are running.


As a social marketer myself, it was delightful to see that 100% of our survey respondents said that they are in fact utilizing social marketing tactics at their companies. What’s more, a majority of these marketers are using social for all the right reasons, with 45% saying that building brand awareness is one of their main goals.

It’s encouraging to see that so many brands are now utilizing social for customer service and customer loyalty as well. The name of the marketing game today is all about creating relationships, and social media lends itself perfectly for doing just that.

It was pretty clear by the responses we received that marketers have bought into social, but what about mobile? We asked our respondents if, and how they are incorporating mobile into their marketing plans. The responses were pretty surprising.


Even though mobile is becoming the hot topic of conversation amongst marketers, many are still only testing the waters with developing and executing on a mobile strategy. In fact, a majority of respondents say that they aren’t seeing any benefit from using mobile marketing.


A majority of our respondents claimed that they aren’t seeing results from their mobile marketing efforts that met their expectations, and another 30% claimed that they have no way to determine the ROI from their mobile marketing at this time. While this is a disappointing result, many of our respondents say they’ve only been using mobile marketing tactics for two years or less.

Even though marketers are seeming to struggle with mobile marketing today, many social channels are starting to switch gears to being mobile first. Even Google recently announced a change to their search algorithm to favor sites that are “mobile-friendly.” It will be interesting to see, as more and more brands incorporate mobile into their marketing strategy, how these numbers will change and grow. As the mobile marketing industry develops and matures, I think we are in for a fun ride with branded mobile campaigns.

Tell us how you are using data to inform your social and mobile strategy.

Get even more social and mobile stats in our eBook. Grab your copy here: Social and Mobile Marketing Data Report.


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Comments ( 1 )
  • Margaret Friday, July 10, 2015
    Great post
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