The most recent version of the CMO Survey shows how companies still view social media as an axillary function instead of something valuable enough to integrate into their overall communications plans.
When asked to describe how effectively social media is integrated with their firm’s overall and marketing strategies, 421 CMOs gave it a resounding meh (3.4 on a scale of 1-to-7). More specifically, 25% described their activities as not effective at all–the lowest ranking on the chart–compared with only 6% who described their program integration as very effective.
It’s clear that CMOs still don’t understand the ramifications of the massive communications revolution happening around them. Instead of building integrated strategies on top of powerful new content delivery systems, they’ve opted for a Frankenstein approach to marketing–bolting disparate social media appendages awkwardly onto their traditional processes.
What’s even more disheartening is how excited various social media experts are about CMO bullishness, as respondents plan to grow social media spending from 5.6% of their overall corporate budgets today, to 9.9% next year, and a whopping 18.1% in five years! But where do they plan to spend this money?
- Marketing research and intelligence
- Marketing consulting services
- Developing knowledge about how to do marketing
- Integrating what we know about marketing
- Marketing Training
We have such a long way to go. Until companies can integrate social mediums into their overall communications strategies, they’ll continue to live through a horror movie best described as Frankenstein meets Groundhog Day.
The entire CMO Survey can be downloaded here.
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