In our second annual marketing survey, we surveyed CMOs in The CMO Club about their use,expectations, and measurement of social media, then compared the results to the previous year’s survey. In short, 2009 marked the year CMOs embraced social media marketing but struggled to tie their strategies to the bottom line. Many evaluated engagement metrics created from social media— such as the number of click-throughs to the website or number of fans or followers — instead of evaluating business metrics like revenues and conversion. In 2009, CMOs aspired to tie social to the bottom line.
In 2010, CMOs reported similar challenges in tying social media to revenues. In 2011, revenues remain critical, but the additional value of these consumer interactions — even beyond the site —lies within the key insights customers share with brands. These aggregated insights, when analyzed and put into action, create value far beyond the marketing organization, impacting products, vendor relationships, and corporate strategic initiatives.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
Data Centre Dynamics Ltd.
102-108 Clifton Street
London EC2A 4HW