Social media is taking up a bigger portion of marketing budgets, but few companies said they have been able to quantitatively measure its impact. Despite the increasing investment in social media, it’s still difficult for marketers to quantify their return on investment. Only 15% of marketers in the study said they can show the impact of social media on their businesses using quantitative approaches, while 40% of marketers can only demonstrate the impact qualitatively. Nearly half of marketers said they haven’t been able to demonstrate the impact of social media spending on their business at all.
It is abundantly clear that there is a massive “digital divide” between consumers engaging in real-time across channels, versus the digital marketing industry that is still largely siloed and not executing in real-time. It appears that this digital divide is due, in large part, to two key challenges observed in this research, namely: Overwhelming Complexity and Lack of Unified Measurement.
More and more companies are adding people with titles like “Manager of consumer insights” or “customer insights specialist”. However too many of these positions are nothing more than a renaming of market research people and departments that still rely on old market research methodology to gain insights from consumers who, by the time the insights are analyzed and acted on, have moved on to competitors products. Consumer insights people have to be able to two things very well identify key insights but more importantly ensure the organization acts on those insights with speed and quality without weeks and months of meetings and Power Points.
There is a lot of hype around mobile and although it’s still growing the majority of consumers (80%) still are using PC’s to shop according to Custora real-time analytics.
Stupidity exists everywhere, but the author of an article called “It’s Official: The Era of the Personal Computer Is Over” just does not understand what he is talking about. If anyone thinks the era of the personal computer is over they are just fooling themselves because when it comes to “creators” the PC is the tool for “getting it done”.