Online listening a top concern for marketers
Despite the growing importance of social media to Australian marketers, companies are struggling to track online conversations according to the Future of Content research.
The study commissioned by Meltwater Group, a leading business intelligence company, found 37 per cent of Australian marketers are challenged by the lack of adequate online monitoring tools.
Despite 80 per cent of Australian marketers considering it important tomonitor what is being said online about their company, only 3 per centhave invested in online listening tools. A further 32 per cent ofAustralian marketers plan to invest in online monitoring and listeningtools in the next 12 months.
The research is the first global study of its kind by Meltwater Groupand based on the responses of 450 marketing and social decision makersfrom Australia, US, UK, Germany, Norway, Sweden and Singapore. Futureof Content produces insight into how companies are tackling socialmedia and content marketing, and how this needs to evolve to meetfuture business imperatives.
The study also found half of Australian marketers consider it difficult to measure ROI of social media activities.
According to Alicia Kennedy, Area Director of Meltwater Australia andNew Zealand, “Research shows that the top challenges that marketingdepartments are faced with globally are not about cost. It’s aboutunderstanding how social media works, effectively measuring activitiesand analysing its impact to business.