Despite being utilised everyday as a viable platform for new social media marketing campaigns, marketers are struggling to harness the growing amount of data produced by social networks such as Facebook, according to an article published by Reuters.
Cited in the article, a study carried out by IBM has found that just 26 per cent of chief marketing offices track blogs; more surprisingly, only 40 per cent of marketers checked any form of online communication.
Rather than looking towards new methods, the study showed marketers were increasingly looking back towards traditional forms of market research instead – a figure standing at 82 per cent.
It is widely considered that marketing officers are struggling to harness the vast amounts of data produced by Facebook and Twitter on a daily basis for analysis, as it is unstructured.
IBM has intimated that new computer software could be the way forward for companies to maximise the potential stored in the data.
Speaking at a briefing in London, IBM’s marketing executive, Marcel Holsheimer said: “We have entered the age of the smart consumer.
“Marketing is going to become more automated and software play than it was in the past. This is why IBM is now making the investment in this space.”
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