Although 64 per cent of marketers use social media to create brand awareness, less than a quarter are using the channel for demand generation, according to new research from YouGov.
Further, of those marketers using social media, a sizeable 43 per cent stated they had no strategy in place for integrating social into the rest of the marketing mix.
Heidi Melin, CMO at research partner Eloqua, said, “A lack of clear strategy around social and demand generation is holding companies back.
“Marketers still feel the pressure to ‘go social’ and improve awareness across social channels but for those involved in lead generation, integrating social throughout the process remains somewhat of a mystery.”
