Marketers Plan Wider Applications of Customers’ Social Media Data

January 22, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Digital | Mobile Phone | Social Media

InfogroupYesmail-Social-Media-Customer-Data-Insights-Jan20134 in 5 marketers surveyed at the DMA2012 Annual Conference and Forrester Research’s e-Business Forum last year said they plan to use customers’ social media data to drive marketing campaigns in other channels this year, according to [download page] Infogroup Targeting Solutions and Yesmail Interactive, who conducted the survey. This suggests a growing awareness of the cross-channel potential of social media data, which 12% of respondents at the Forrester conference tabbed as the best source for generating customer data.

Website analytics (49%) was the leading source for generating customer data among respondents, followed by email interactions (19%). Traditional media such as direct mail (8%) and print (1%) were seen by far fewer respondents as the best source of customer data, with SMS/phone analytics (8%) and display (3%) also relatively of less import.

Digital channels also are most popular for data-driven campaigns, according to those respondents, a fairly unsurprising result given that some marketers tend to feel that it’s easier to measure their digital marketing efforts than their traditional media campaigns. The channels most often used by respondents for executing digital marketing campaigns are: website (83%); email (72%); and social media (59%). A significant proportion also use insights from customer data to drive display and direct mail campaigns (each at 47%), but less than one-third use such data for their print (32%) or telemarketing (30%) campaigns.

About the Data: The data is based on survey of more than 700 top marketers from around the world.

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