Social data integration

Read our research into social data, and how and why marketers use (or don't use) social data to inform the rest of their marketing activity.

The popularity of social media cannot be understated.

Social is popular with both consumers and marketers. The Customer Acquisiton Barometer 2015 showed that three quarters of marketers use either paid or organic social media. Facebook alone has 1.2 billion monthly active users.

However, social has not been tapped by marketers for the kinds of information social networks hold about customers. This new report from the DMA, sponsored by Brightmatter, shows that only around a third of marketers use social data to tailor their marketing messages to customers via other channels.

This could be why only 48% of marketers say they see a return on investment using social media.

However, the reason such little social media integration occurs could be due to the large number of barriers marketers face in using social data to achieve their primary objectives.

Only 17% of marketers say they experience no barriers. The rest state lack of evidence for ROI, limited management knowledge, no strategy as a few of the most common barriers.

This research documents how marketers integrating social data, such as:

• The objectives businesses set for email and social media marketing
• The most popular social networks for marketers - and which are the most effective
• How much emphasis marketing strategies place on social media and the budget impact of those decisions

The statistics from the survey were then discussed in a focus group for marketers to expand on.

Social Data Integration Report 2016

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