A survey of 2,885 marketers at top US brands by CMO Survey found an improvement in integration. When asked how effectively their social media activity is linked to their overall marketing strategy,
the 2,885 respondents stated that they are steadily becoming more integrated. While the metric has been consistently marked 3.8 since 2011, that figure rose to 4.2 in this year’s survey.
However, the results show that only 15% of firms are able to prove the impact of social media quantitatively.
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