EMarketer: More Companies Using Real-Time Marketing As Social Media Analytics Improve

EMarketer reports that many businesses are leveraging social analytics vendors, digital agencies and PR firms for a variety of real-time marketing initiatives, moving beyond simply analyzing their social media data to gauge brand awareness or respond to comments via their social media pages.

According to the report, 53 percent of the marketers surveyed plan to make greater use of real-time data in their 2013 marketing campaigns.

Also, in the eMarketer report, many big brands including Cisco, Dell, McDonald’s and SAP share how they are using social analytics to make on-the-fly decisions, modifying marketing efforts and developing marketing content around topics that are trending on social media streams.

In the eMarketer article, Gordon Evans, vice president of product marketing at Salesforce.com, emphasizes the importance of integrating real-time data into a company’s overall marketing direction, stating, “The brands that listen in real time and take advantage of that information to either readjust their campaigns or respond to commentary or customer service issues are the brands that are being successful in social.”