Marketers struggle with social CRM

October 14, 2011 No Comments

By Maria Stadtmueller. Over 80% of chief marketing officers say they plan to increase their use of social media over the next three to five years, but only a quarter are currently tracking blogs. However, 42% track third party reviews and 48% keep an eye on consumer reviews to help shape their marketing strategies, according to an IBM study of more than 1,700 CMOs from 64 countries.

Customers are sharing their experiences widely online, giving them more control and influence over brands, says IBM, and this shift in the balance of power away from organisations requires new marketing approaches, tools and skills in order to stay competitive.

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SOCIAL BUSINESS

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