Most Marketers Make Use of Social Data
October 26, 2016
More than half of marketers in Europe and the US are using social data for their business activities. Yet, according to October research, another 23% are not, and it’s primarily because they just don’t have the time.
According to June 2016 polling by Falcon.io, in partnership with Survey Sampling International, 64% of marketers said they use social data in their marketing activities.
Just under a quarter did not, and a little more than half of that group said it was because they don’t have the time.
Expertise was also a problem: 31% of marketers not using social data did not have the know-how to use it.
One way marketers could better manage their social data is through marketing technology tools. The same study revealed that 44% of marketers in Europe and the US aren’t using a social media management platform, compared to 42% who do.
Customer relationship management (CRM) solutions could also play a supportive role. Integrating Facebook data with CRM data, for example, is on the radar of many marketers.
