Matthew Keylock

Survey Says: Social Media Efforts More Talk Than Walk

February 15, 2012

FROM RETAILWIRE:
New research shows that while an overwhelming percentage of marketing executives use social media and believe in its power to help their businesses, most dedicate little in the way of human and financial resources to advance the effort. In general, do you think retailers are dedicating appropriate human and financial resources to social media?      [more...]

Using all the "big data" will help reveal the value. With the right data, brands/businesses can not only understand the ROI, but also can start to get beyond the functional view of loyalty into the emotional sides. Early days, but very exciting times.

I'd like to see much more of focus on the data vision and roadmap to help enable connections with individual consumers, but this area is generally misunderstood by marketers and researchers.