Mediaboss Marketing

Social networks and mobile channels are likely to be the main focus for the efforts of company marketing departments worldwide in 2015.

Global cloud computing company Salesforce surveyed over 5,000 marketers around the world for a recent report 2015 State of Marketing and the conclusions are pretty clear. During the coming year, the main focus for marketing professionals will be on social networks and mobile devices. These results concur with those of a recent report from New York-based independent market research company eMarketer, which expects to see strong growth in digital advertising in France. In answer to the question Why is social media marketing core to your business? 64% of those polled said they saw it as a critical enabler of products and services. And when the same question was asked about mobile channels the percentage worked out even higher. Moreover, the respondents mention remaining up to date with current marketing technology and trends as one of the most pressing business challenges for marketers, at the same level as new business development. Globally, consistently, everyone believes they are lagging behind, or are not doing things in the right manner, reveals Jeffrey Rohrs, Vice President for Marketing Insights at Salesforce, in the report.

The top three areas of digital marketing in terms of expected investment growth this year are social media advertising, social media marketing, and social media engagement. This shows that marketers understand that in order to run a successful advertising campaign they really need to engage in social media, argues Jeffrey Rohrs. These three areas are followed in order of importance by location-based mobile tracking and mobile apps. However, in spite of this enthusiasm, mobile remains a tricky area for companies, many of which are still finding it difficult to adapt their marketing strategies to this channel. As regards the current use and effectiveness of digital marketing approaches and technologies, email marketing, social media advertising and social media listening are the top three strategic channels mentioned by Salesforces respondents. By contrast, says the report, blogging, display/banner ads, corporate website, and native advertising had the highest number of marketers saying they didnt know whether theyd use them, showing a need for greater training and education around these techniques.

Some 32% of the marketers polled pinpointed revenue generation as the number one metric of a successful marketing strategy going forward, but customer satisfaction came in a close second, with 30% of respondents mentioning customer satisfaction as one of their top metrics. The report highlights the fact that: Increasingly, marketers are shifting attention from traditional metrics like conversion rates and return on investment to metrics that better reflect customer satisfaction. In the same vein, an increasing number of marketers are now designing their entire marketing strategy to ensure a cohesive customer journey incorporating all the interactions a customer might have with brands, products and services via a range of touch-points and distribution channels. Here too mobile takes the top spot for 2015, with 50% of the marketers polled saying they regard smartphone apps the most effective technology for creating a cohesive customer journey.

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Marketing 2015: Strong Focus on Social and Mobile

Social media is quickly becoming a global force. According to a recent We Are Social study, there are almost 2.1 billion active social accounts worldwide, or 23 percent of the global population. There are now also 7.1 billion mobile connections across the globe, equivalent to one for every person on the planet. With most users opting for multiple connections across smartphones, tablets and other devices in addition to creating multiple social accounts midsize businesses need a way to tap this growing market. But the challenge lies in balancing social media and data security: How do companies forge connections without compromising integrity?

Last Choice

As noted by Marketing Land, social media channels are the least-preferred option when it comes to customer service. Phone and email are neck-and-neck at 33.5 percent and 32.5 percent, respectively, followed by live chat at 21.3 percent and in person at 10.4 percent. Social, meanwhile, is chosen just 2 percent of the time, and 25 percent of users say they never choose social media for customer service. So why the disconnect? Users are clearly active on social media accounts, and the number of social subscribers is growing.

Part of the problem is that social media service lacks a set of structured guidelines. Customers expect to deal with automated phone systems and email ticket wait times, but social response is less well-defined. The biggest disconnect typically occurs when it comes to time: Users want near-instant replies from customer service reps with answers to their specific problem, while companies have a habit of lumping social requests into the larger queue of concerns. Other organizations choose to opt out of using social media service altogether, prompting widespread uncertainty among end-users about how their concerns will be handled and if they will receive any response at all.

First Rule

According to Forbes, however, there is a widening market for traditional industries such as health care to jump on the social media bandwagon and connect with patients, especially as a way to share medical knowledge. The issue? Compliance. Both emerging compliance legislation and legal challenges pose serious risks for health agencies that choose to embrace social media. The Forbes article recommends developing specific metrics for success, establishing an acceptable use policy for employees who will be communicating with the public via social channels, and capturing all interactions in a way that preserves the format of social media communications in the event of a compliance audit or lawsuit.

Midsize companies regardless of industry face the same challenges when it comes to social media and data security. Leveraging these channels properly opens a floodgate of opportunities for customer service and loyalty connections. But if personal data is mishandled or private information is mistakenly made public, then the results could be disastrous. Making the most of social media requires balance. The easiest way to achieve this balance is to design social efforts as joint projects between IT professionals and marketing departments. By making IT governance a foundational aspect of any social media program, midsize companies can sidestep potential privacy issues and instead focus on what matters to consumers: real-time, individualized responses.

The impact of social networking is growing rapidly as mobile connections skyrocket. Tapping into this market requires a willingness to communicate and an IT policy designed to prevent accidental disclosure.

This post was brought to you by IBM for Midsize Business. Dedicated to providing businesses with expertise, solutions and tools that are specific to small and midsized companies, the Midsize Business program provides businesses with the materials and knowledge they need to become engines of a smarter planet.

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Social Media and Data Security: Finding the Balance

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