An eMarketer study found out that 79% of US marketing professionals said they plan to increase spending on social media marketing and 24% of them said that social media will be the most-used tactic in the ad industry this year.
As the number of areas and activities increase marketers are confronted with various platforms and various ways to use and measure those platforms. Marketing tools and automation are the most seen challenges.
“In the Marketing Tools Study 2012 from digital marketing technology and services company PointRoll and Kelton Research, US marketing professionals reported using multiple tools in each campaign they execute. More than half of respondents used more than five tools in a single advertising and marketing campaign, with 33% saying they averaged five to six, 15% saying seven to nine and 13% saying they used an average of 10 or more.”
This results show that marketers come closer to paralysis through analysis! The more tools have been used the more time is spend on them.
Instead of to improving their marketing marketers are bound in tools mess!
Marketers should focus one tool which helps them to get found online and in social media by more qualified visitors, helps them to convert more visitors into leads, to close those leads efficiently and which provides analytics to help make smart marketing investments.