Report: Marketers Don't Seem to Understand What Consumers Want

Marketers need to pay more attention to their customer service and develop smart strategies to avoid falling into one of the many pitfalls that cause customers to lose trust.

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Understanding the impact of your marketing is key to making wise investments in social media as many marketers still struggle to measure the ROI from social media. A report from eMarketer and CMO Council examines how misaligned marketers are with the expectations of consumers.

Based on the Q4 2015 data analyzed by CMO Council, many marketing executives in the U.S. quantify success based largely on the revenue generated from engagement. CMO Council found that 38 percent of marketers concentrate on revenue metrics such as customer lifetime value, revenues per customer and overall revenue increases.

Thirty percent measure success based on campaign metrics, such as likes, shares, clicks, conversions, traffic and web analytics.

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