Responsys released a survey of 150 email marketing pros and found that although 53% are promoting their brands through social media, some 48% of the marketers are fairly clueless as to which channels -- social media, mobile, email or Web channels -- produce optimum results.
Responsys says the results punctuate "the siloed nature of marketing systems and processes in organizations."
It therefore won't shock you that Responsys, a San Bruno, Calif., provider of on-demand marketing solutions to travel clients, including Southwest Airlines, Lufthansa, Avis Europe and Continental, has unveiled a new tool, Responsys Interact Campaign for Social Networks to handle social-media marketing with an eye toward integrating Twitter, Facebook and YouTube campaigns etc. into cross-channel marketing efforts.
Also among the survey results:
- In addition to the 53% of respondents who market through social media, another 21% plan to dip their toes in before the end of 2010.
- Only 12% of the marketers surveyed used integrated tools to "design, build, execute and report" multichannel campaigns.
Marketing pros participating in the survey attended the Responsys Leaders Forum EMEA 2010 Feb. 25 in London.
The survey results, including the 48% of marketers who are unaware of how social media promotions fit into their overall campaigns, support the oft-heard complaint -- we know we need to be in social media, but we don't have a real strategy.