Nearly 9 in 10 US companies with at least 100 employees will use social media for marketing purposes this year.
The largest share by far (60.1%) identified content development as the most time-intensive activity, an unsurprising result.
The No. 1 obstacle cited by respondents was staffing, funding or resources, at 55%.
The top way in which marketers were using social media analytics was campaign tracking (60%).
Nearly two-thirds of organizations in North America have adopted social media analytics.
Nearly four in 10 respondents said they had only basic customer contact information and only 15% used social media to learn more about SMBs.
Enterprise brand marketers who sell to SMB audiences are planning to increase their SMB focus in the future, as the vast majority expect the market to grow to some extent over the next 3 years.
For all the talk about real-time insights, it turns out that very few marketers are actually looking at their data sources every day.
Nearly 3/4ths of companies worldwide were analyzing interactions between different online channels, while just under half were looking at online-to-offline interactions.
Fewer marketers were interested in customer survey data and third-party market research.