Skip to main content

Social Media Savvy "Talent Puddle" in 2010

Forward-looking companies are turning their attention to social media sites, but are neglecting the Mobile Internet channel for deepening customer relationships, according to the latest market study by Econsultancy and digital agency, cScape.

While presence on social networks has almost doubled from 23 to 44 percent of companies and use of micro-blogging has gone up five-fold (from 7 to 35 percent) year-on-year, only 11 percent of companies surveyed are planning a significant investment in the mobile channel.

A large proportion (41 percent) of companies are not planning any investment at all in mobile in 2010, while a further 49 percent are planning only limited investment.

Why is there this inaction, given the increased use of multimedia-enabled mobile smartphones and the groundswell adoption of Mobile Internet apps in 2009?

Over half of marketers blame this inertia on a lack of experienced human resources -- which was also cited as an obstacle to improving online engagement in general in the last 12 months by 52 percent; about the same percentage as last year.

The social media Practitioner limited talent pool is the key roadblock to progress -- upon honest reflection, it's more like a relatively shallow talent puddle, when compared to the abundant availability of legacy marcom Luddites pondering their collective fate.

In addition, while social media usage has blossomed since last year and 61 percent of marketers say that they expect consumers to be less tolerant of poor service over the next year, only a quarter are tapping into user feedback and ratings for product development and innovation.

With 29 percent saying they're encouraged to use social media to build customer dialogue, and yet only 17 percent having processes or workflows in place to enable staff use of social media, it's clear that many companies aren't prepared for the marketing reality in 2010.

Linus Gregoriadis, Econsultancy's Research Director, said "Companies should be thinking hard about their strategies for mobile and for channeling online feedback from customers back into the product development process, but the research suggests that this is not the case."

“Lack of resources, skills and experience are cited as obstacles, but today's customers expect a seamless approach when they deal with companies -- irrespective of whether they are calling them up for information, commenting on a blog or trying to buy something online while on the move."

Popular posts from this blog

Mobile Device Market Still Awaiting Recovery

The mobile devices market has experienced three years of unpredictable demand. The global pandemic, geopolitical pressures, supply chain issues, and macroeconomic headwinds have hindered the sector's consistent growth potential. This extremely challenging environment has dramatically affected both demand and supply chains. It has led to subsequent inflationary pressures, leading to a worsening global cost of living crisis suppressing growth and confidence in the sector. In tandem, mobile device industry stakeholders have become more cautious triggering market uncertainties. Mobile Device Market Development Operating under such a backdrop, the development of mobile device ecosystems and vendor landscapes have been impacted severely. Many of these market pressures persisted throughout 2022 and now into 2023, borne chiefly by the smartphone market. According to the latest worldwide market study by ABI Research, worldwide smartphone shipments in 2022 declined 9.6 percent Year-over-Year

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Digital Talent Demand Exceeds Supply in Asia-Pac

Even the savviest CEO's desire for a digital transformation advantage has to face the global market reality -- there simply isn't enough skilled and experienced talent available to meet demand. According to the latest market study by IDC, around 60-80 percent of Asia-Pacific (AP) organizations find it "difficult" or "extremely difficult" to fill many IT roles -- including cybersecurity, software development, and data insight professionals. Major consequences of the skills shortage are increased workload on remaining digital business and IT employees, increased security risks, and loss of "hard-to-replace" critical transformation knowledge. Digital Business Talent Market Development Although big tech companies' layoffs are making headlines, they are not representative of the overall global marketplace. Ongoing difficulty to fill key practitioner vacancies is still among the top issues faced by leaders across industries. "Skills are difficul