Data, CRM Are Crucial to Media & Entertainment Stakeholder Engagement - eMarketer

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Data, CRM Are Crucial to Media & Entertainment Stakeholder Engagement

Online reporting technologies and personal data security also generate great returns

April 18, 2016

Technologies that track and support overall data, customer relationships and social media interactions brought about the best return in stakeholder engagement, according to media and entertainment CEOs.

Technologies that Generate the Greatest Return in Stakeholder Engagement According to Media and Entertainment CEOs Worldwide, Dec 2015 (% of respondents)

PricewaterhouseCoopers (PwC) surveyed CEOs within the media and entertainment industry worldwide on what technologies they felt set up the best return in stakeholder engagement.

More than three-quarters of respondents said data and analytics (80%) generated the greatest return. Additionally, CRM systems (67%), as well as social media communications and engagement (66%) were top generators. Only 9% of respondents said investor relationship tools generated the greatest return in stakeholder engagement.

Technologies Used by Their Marketing Department According to US Marketers, July 2015 (% of respondents)

In general, many marketing executives in the US use these same types of technologies. Separate research from Skyword and Researchscape, found that more than a third (37%) of marketers said they used CRM technologies. In addition, 47% of respondents said their marketing department used analytics and 46% used social media management systems.

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