Just 15% of Marketers Think Social Media Software is Useful

Just 15% of Marketers Think Social Media Software is Useful

If there’s one thing that the internet has given us in spades it’s data. There’s so much data, in fact, that we need software to make sense of it all so we can drive our marketing campaigns forward.

But which digital tools actually convert these metrics into actual return on investment (ROI)?

Not a lot in the social media world, suggests one new study. Just 15 percent of marketers responding to a Ascend2 poll cited social media software – which would include platforms such as Hootsuite, Sprout Social, Wildfire and Tweetdeck – as useful to data-driven marketing.

Social finished sixth in the poll, behind CRM software (55 percent), marketing analytics (49 percent), email marketing software (48 percent), marketing automation suites (46 percent) and content marketing software (18 percent).

Just 15% of Marketers Think Social Media Software is Useful

(Source: eMarketer.)