Thursday, 12th May 2011, 15:11:05
Marketers are struggling to use social media to help their business, according to new research.
Marketing Directions report, published by Fairfax, revealed that of those questioned, many senior marketers are struggling to turn the popularity of Facebook, Twitter and other social media websites into a return on investment.
Furthermore, it found that many marketers found it difficult to justify the introduction of a digital strategist to senior management on the board, meaning it was put on the backburner, reports bandt.com.au.
Catherine Fox, the deputy editor of the Financial Review's Boss Magazine, which published the findings, told the news provider that more traditional marketing methods are being used.
"Our respondents indicated that the immediacy and cost-effectiveness of social media platforms were the main attraction, but they did also say it was quite labour intensive to be truly effective," she said.
Robby Gulri, vice-president of Echoworx, said earlier this month that small and medium-sized businesses are becoming more IT savvy.
Posted by Kevin Jenson
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