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SOCIAL MEDIA NEWS: Responsys launches tool to track integrated campaigns

Email marketing solutions provider, Responsys has launched a new tool designed to build, schedule and track social media campaigns including revenue.

The tool is designed to allow marketers to track and report click throughs and conversations on social media sites, revenue gained from them, as well as compare the contribution social channels have on a campaign to others.

To coincide with the launch the company released survey results suggesting email marketers are now more focussed on being cross-channel marketers. Over 90 per cent of those asked said their role now also includes, social media, mobile and web channels.

The survey of over 150 email marketing professionals found 48 per cent do not understand which methods generate the best results. The new Responsys email tool is designed to show marketers how social media users interact with their brand.

The survey found only 12 per cent of marketers said they have a system in place to build, execute and report cross-channel campaigns. B2B marketers now seem to be more confident in using social media within their campaigns however they do not yet have the systems in place to accurately measure their effects.