According to research from Econsultancy and Adobe, 67 percent of the 650 marketing professionals surveyed say social media is “integral” to their marketing mix, while 17 percent disagree with that statement. Sixty-four percent of businesses are using social media for brand awareness, 44 percent for marketing campaigns, 37 percent for content marketing and 25 percent for customer service. Regarding the conundrum of social ROI, 67 percent of businesses say they believe that social marketing needs to be more rooted in data. However, 34 percent say they measure revenue generated by social media efforts, while 23 percent measure where social has helped in converting. The lack of social-specific analytics, tracking capabilities, budget and buy-in from the top are cited as barriers. (Econsultancy)
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