Most Marketers Make Use of Social Data - eMarketer

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Most Marketers Make Use of Social Data

Among those who don’t, resources are a problem

October 26, 2016

More than half of marketers in Europe and the US are using social data for their business activities. Yet, according to October research, another 23% are not, and it’s primarily because they just don’t have the time.

According to June 2016 polling by, in partnership with Survey Sampling International, 64% of marketers said they use social data in their marketing activities.

Just under a quarter did not, and a little more than half of that group said it was because they don’t have the time.

Expertise was also a problem: 31% of marketers not using social data did not have the know-how to use it.

One way marketers could better manage their social data is through marketing technology tools. The same study revealed that 44% of marketers in Europe and the US aren’t using a social media management platform, compared to 42% who do.

Customer relationship management (CRM) solutions could also play a supportive role. Integrating Facebook data with CRM data, for example, is on the radar of many marketers.

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