Marketers embracing social media analytic tools

Around two-thirds of marketing professionals in North America are adopting social media analytic tools as a way to measure the effectiveness of campaigns, according to a report.

The report, from Demand Metric, also found that American marketers were quick to adopt analytic tools, with around half of all companies embracing them in the last two years.

Among those quizzed, 60% confessed to using social media for campaign tracking and 48% of respondents used it for brand analysis.

The study also highlighted issues around measuring the success of social marketing, with respondents admitting that pressures on staffing and funding as major obstacles in collecting reliable data.

Another report by Ascend2 similarly found that 47 % of marketing professionals worldwide blamed budget and/or staff limitations as the top issue.

As social media maintains its stronghold on finger-tapping tweeters across the globe, the platform is becoming one of the most important stages for marketers to assess their campaigns connections with consumers.

So if you’re part of the one-third of marketers (in America) afraid to delve into digital world of social media analytic tools, wake up and listen to the tweeting birds of change.