- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media Emergency: Digital Disconnection from Marketers
Posted on October 28th 2013
I had a chance last week to attend a roundtable called #marketingtherapy. Arranged by Adobe, the conversation is an echo to their very relevant Digital Distress Survey.
Some impactful insights must be kept in mind: fewer than 10 percent of senior UK marketers declare to have full confidence in their own digital marketing skills [8%] or those of their teams [9%]. Moreover, over 50 percent of marketers in the UK are not testing campaigns or content, relying instead on instinct.
Digital transformation: a rhythm that does not fit with Social Media pace
One of the key issues is that transforming an enterprise into a digital business is actually a real battlefield: it's not only a technology problem or a debate on which framework needs to be used. As our panelists mentioned several times, it's also about leadership and vision.
According to Cap Gemini, most of the transformations require 2 to 5 years in order to be properly set up within big organizations. When we compare it with the short history of Social Media, it can seem a bit complicated to both invest in the right channels and also forecast the "next big thing". This really shakes marketers who seem a bit tense when it comes to picking the right areas in their future mix:
Marketing: a huge pressure on results, but small capabilities to demonstrate them
According to Adobe, two thirds of marketing departments do not have a developed data analysis and insight strategy and so there is a lack of information as well as experience. That is just crazy when you think about a structural weakness of marketers:
- financial departments are filled with figures
- sales departments have an immediate vision of the ROI of their actions
- marketing departments have to fight to protect their budget with soft indicators
In addition, marketers must also manage creatives who sometimes lack availability to dive into data-driven presentations. And we don't even mention egos.
Answers: bringing rationales, facts and digital interfaces
Nonetheless, some interesting habits seem to be implemented within organizations, according to the panelists:
- generalization of A/B testing: more and more solutions tend to integrate creativity and marketing, in order to make sure that what an organization publishes online is relevant for the communities; it's a partial answer to the potential obsolescence of digital investments in specific social networks.
- managing a single view of the cutomer in the several touchpoints of the business value chain: after all, the famous "Zero Moment Of Truth" (Google) becomes a standard; digital is no longer perceived as another channel but as THE main social interface.
- mock-up proofs of relevant concepts: Cap Gemini mentions the rising culture of AGILE deployment within organizations. Basically, once a concept is statistically valid, it should then be spread in other departments or territories.
At the end, marketers and social media teams should become change catalysts; the need of good marketing has never been that high; but it's now about shaping a shared culture both with consumers and employees, through tangible data and transformation of these data. A brand new adventure for Social Media - maybe the beginning of an industry.