Forrester Research shows that 31% of CMOs can't identify value of social media

Charlie Spargo's picture

Research from Forrester, the market research company, has shown that nearly a third of senior marketers can't show the impact of social media on their businesses.

This is despite social media taking up a large proportion of overall ad spend in businesses. This year, around £85 million is expected to be dropped on social ads across the sector, but only 31% of CMOs say they can show its impact.

"Social media stumps marketers," according to the report. It says that unrealistic expectations are having to be revisited and dialled down, as marketers readjust strategies that relied heavily on social media.

Instead of focusing on just advertising, the report urges, marketing specialists need to use social tactics and technology to achieve broader marketing goals.