Skip to main content

Obvious Barriers to Social Media Marketing


eMarketer reports that the Social Media Marketing bandwagon is in motion, according to the latest market study from Equation Research. Their survey of U.S. brand marketers found the majority already using social media.

Some marketers were planning on adding social media activities over the next year, including 15 percent of respondents in businesses with fewer than 50 employees and 24 percent of those whose companies had at least 500 employees.

The most popular social media channels for brand and agency marketers were Facebook, Twitter, online videos and blogs -- each used by more than one-half of survey respondents.

Respondents reported common barriers to social media adoption. Among brand marketers, 37 percent did not know enough about social media to begin, and another 37 percent said there was no good way to measure its effectiveness (seriously, compared to traditional "leap-of-faith" mass media marketing?).

Agency marketers reiterated those concerns, and were also likely to say that social media was not proven or tested as a marketing strategy (31 percent). No surprise, funding was also a problem for about one-quarter of brand and agency respondents.

Apparently, the informed marketers do track various social media metrics. More than six in 10 brand and agency respondents reported tracking Website visits. Marketers also monitored feedback, links and mentions on other sites, and the impact on sales.

That said, 14 percent of brand marketers and 12 percent of agency marketers reported not measuring social media efforts at all. Perhaps these are some of the same people who reported the "barriers to adoption" are measurement related. Obviously, you can't manage what you don't attempt to measure.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of