eMarketer reports that as marketers become more experienced using social media, they naturally progress from the "trial phase" of their online marketing efforts toward a more strategic use. While most marketers are still in a state of flux, according to the MarketingSherpa assessment, about one-quarter of social media marketers have already made it to the strategic phase of their efforts. Frankly, I doubt that percentage is accurate, based upon what I've witnessed. eMarketer says that gaining maturity means improving the ability to tie objectives to specific metrics. Marketers in the strategic phase are significantly more likely than those in earlier phases of the process to measure their success across all objectives. That said, an increase in Website traffic was the number one objective targeted and measured by all marketers surveyed. In contrast, finding mentors and retraining your legacy marketing staff, to regularly interact and engage online, should be the highest ...
TMT Market Research and Analysis