Less than 25% of companies use data to optimize their marketing strategy
Social Media provides a wealth of information of a diverse nature, but it has great value, so it is necessary to know how to interpret it, but studies tell us that less than 25% of companies use the data to optimize their marketing strategy.
The third wave of the Quarterly Digital Intelligence Report: Management and Social Measurement, carried out jointly by Econsultancy and Adobe shows that 41% of companies do not take advantage of the data provided by this medium because they do not have the means to do so.
The lack of adequate technical means prevents proper analysis and evaluation of the results. 31% of the companies complain that there are no tools to record a joint vision of the data, but at most a set of utilities, incompatible with each other, which are also not capable of analyzing all the necessary data. In this way, interpreting even a single piece of information already involves considerable effort.
Professionals agree that a great part of these processes of analysis today are carried out inefficiently, due, in similar proportions, to the lack of adequate tools, the low professionalization of the sector, or lack of budget.
When analyzing how these processes are carried out, the study shows that Social CRM is the area to which companies allocate more human resources; is a common practice for 57% of companies.
For its part, Twitter is the social network that is most automatically managed, given that 65% (whether paid or free) companies use tools for their publications and monitoring. Another important fact to note is that 40% of the respondents use payment tools to monitor the conversation and analyze the degree of engagement towards the brand; these two concepts remain the pillars when assessing the evolution of the strategy of the company in social networks.
Professionals are aware that Social ROI does not end in direct selling, there are many other interesting aspects that need to be measured, but they complain about the difficulties they face in order to go further; which forces them to improvise a combination of tools and techniques, with greater or less success.
The monitoring of the online conversation in social media, priority for companies
In March of this year, a study developed by Nucleus Research showed that “social CRM” increased sales productivity by 11.8%. 21% of users of “social CRM” tools improved productivity by more than 20%, and 37% cited improvement figures between 10% and 20%.
Monitoring the online presence and reputation of a brand is already a forced task that ignored can leave us defenseless against the devastating negative effects of an uncontrolled crisis.
It is important, therefore, that companies and brands have the ability to follow each of the conversations that occur in the online media and in those channels where the brand or company are present. In addition, this monitoring and monitoring is not only based on prevention, but is the most useful process for a brand or company to have relevant information that can become a strategic value.
Pioneering companies such as Epsilon Technologies have started to address this market with high performance tools such as SAIO, which based on different methodologies, metrics and competitive intelligence, transform digital data dispersed in knowledge, offering companies the ability to plan and develop strategies to increase the performance of brands in social media.
It is clear that the future of Social Media is based on the use of tools and CRM systems capable of monitoring and analyzing in depth and in a thorough and efficient way, all the information that can be strategically used by social networks for the benefit of our deal.