This Article/Infographic is from an Alterian Research
This year, Alterian surveyed nearly 1,500 marketing professionals to see just where brands stand when it comes to
expenditure, social media, level of personalization, and whether brands are ready for growth or at risk.
Here are a few inserts from the Full report:
“Seventy percent of marketers expect budgets to stay the same or improve, which means that there is room for innovation and experimentation in the coming year.”
– Forrester Research Inc.
“Marketers that have spent the past few years ramping up their internal social media marketing infrastructure – and their presence on sites such as Facebook and Twitter – will take social media to new heights in 2011. And as they do, they will evolve the way they market across all media, not just online.”
“Engaging users across social media platforms has become a full time job. Not only do you need to participate, you need to be able to monitor and analyze the chatter.”
“Most companies view their Web sites as channels, a means of reaching consumers to offer them value. In a digitized relationship, however, a Web site is a means for the consumer to reach the company to extract value from it. But customers will only make the effort if they have con???dence that there is value there for them to receive and they’ll only go often if they know that that value will be regularly updated.”
– Forrester Research
“We can only in???uence people while they are engaged. Over the last two years customer engagement has become a panacea for most email deliverability ills. A consumer’s engagement with a brand is a transient ever changing state.”
“The key to success for these organizations will be improving their marketing ef???ciencies in every stage of the buying cycle, from prospects to leads to loyal customers, and then closing the loop with sound marketing analytics for continued improvement.”
“Creating content for multiple channels is one thing, managing it all is another. As these technologies evolve, content management has to catch up, and fast. In addition, organizations can no longer ignore standards and best practices
and are strongly encouraged to produce, publish and police guidelines that optimize content and experiences.”
“The uncertain economy has increased pressure on companies to engage customers more ef???ciently, especially via online channels that offer lower-cost ways to interact with customers, enable better lead generation, and increase customer retention rates. This is likely why investments in software to manage customer experiences has held up relatively well in the current economy. Our most recent data suggests this trend will continue into the next year.”
– Forrester Research
“Many interactive marketers ???nd their interactions with IT to be positive, but others struggle with con???icting team priorities, slow response times, or differing communication styles. To successfully engage with IT, interactive marketers must: 1) de???ne clear project speci???cations; 2) create combined working groups with aligned goals; and 3) obtain support from the highest levels of the organization.”
– Forrester Research
- More than half of respondents expect their overall budget to increase in 2011; 9% expect it to increase by 25% or more
- Three fourths of marketing professionals expect to increase their social media marketing expenditure this year, with about one fourth expecting an increase of 25% or more
- Seven in ten marketers surveyed have little understanding of social media conversations surrounding their brand
- About one fourth of respondents do not customize the marketing experience for any one channel, but only 9% admit to not personalizing any channel, indicating the vast majority focus on creating customized experience for at least one
This is a very important research for all Brands, Agencies and Marketers. What do you think about the information above?
Alterian (LSE: ALN) enables organizations to create relevant, effective and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels. Alterian’s Customer Engagement solutions are focused in four main areas: Social Media, Web Content Management, Email, and Campaign Management & Analytics.
Alterian technology is utilized either to address a speci???c marketing challenge or as part of an integrated marketing platform, with analytics and customer engagement with the individual at the heart of everything. Working alongside a rich ecosystem of partners, Alterian delivers its software as a service or on premise.
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