Between July and August 2010, Aberdeen surveyed 65 retailers regarding their use of social media marketing to interact with customers
Results indicate that 85% of these organizations have an initiative in place to help manage brand reputation and encourage revenue-building consumer interactivity.
However, despite its pervasiveness significant challenges remain to achieve a full return on investment (ROI) from social media adoption. For example fifty six percent (56%) of retailers in the same survey indicated that they are unable to quantify the effect of social media.
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