MARKETING MANAGEMENT IS HAPHAZARD AT BEST

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MARKETING PILGRIM 

A surprising number of people are still confused about social media marketing. They know it’s on trend and that it’s probably good for business but logistically, it’s still a bit of a mystery for most.

EPiServer recently surveyed 250 UK marketing decision makers and their thoughts on social media marketing were all over the board. On the upside, 77% of them said they were running some kind of online community and 35% said they’ve been using social media for more than a year.

Of those with a social media marketing strategy, 30% said it’s increased their customer loyalty, 25% said it increased web traffic and 21% said they saw a direct increase in sales. Bravo. But only 1 in 10 said they had an effective means of measuring the benefits and that’s crazy.

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