Awareness Networks recently published insights from a collection of marketing leaders as part of its 2012 Social Marketing and New Media Predictions report.
The 28 page report examines how leading social marketing thinkers see the landscape evolving. One of the key problems is separating having a social media presence from having a social media strategy.
Brian Solis of the Altimeter Group chimes in on some of the key points…
On the evolution of Social Business: “Companies of all sizes will need to transform their business and existing infrastructure, and reverse engineer the impact of business objectives and metrics. Businesses will have to embrace all of the disruptive elements, such as mobile and social technology, in a new, cohesive organization that is focused outward and inward.”
On the concept of Big Data: “No organization, no matter how large or small, is ready for big data from a process, collaboration and innovation perspective. Business Intelligence (BI) is still siloed. In marketing, insights usually are still driven by community managers. Companies will need to centralize BI to feed every aspect of the business — marketing, product, innovation and customer service.”
On the future challenges for marketers: “Recognizing that they are part of the problem. Today, much of what we see is still traditional marketing disguised as social media. It’s still 1-to-many. And, by default, they have created a marketing silo in their organizations. Marketers need to connect the entire organization and put everyone to work for marketing. We need to move to an era of 1-to-1-to-many.”
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