CMO Council: 67% of marketers admit social media requires resources and time ‘we don’t have’

67% of marketers admit social media requires resources and time ‘we don’t have.’ That is just one of many findings gleaned from a recent CMO Council survey which, in partnership with social customer solutions provider Lithium, targeted both marketers and consumers and conducted from September to November 2011.

The study’s primary findings? Not surprising at all: The findings challenge marketers to better understand cognitive, behavioral, and attitudinal dynamics as they seek to integrate social media into their overall marketing mix. Those who provide advanced social experiences will be able to leap forward by creating a competitive business advantage.

Clearly, it’s no surprise at all that there is a “disconnect” between marketers — who often seek to promote an idea, product or service in the social sphere — and consumers who are looking for rewards, discounts or special offers.

Proving the point, of the 1,300 consumers surveyed, top reasons cited for liking, following or friending a business or a brand include:

• Be eligible for exclusive offers (67%)
• Have the opportunity to interact with other customers who share a consumer’s own experiences (60%)
• Gain access to games and contests (65%)

Marketers, in contrast, believe consumers who like, follow or friend their brands are in search of:

• Want to be heard (41%)
• Are looking for news or information about products (40%)

Most notably, only 33% believe their fans are looking for incentives or rewards, and only 27% believe customers are seeking special savings or experiences exclusive for followers.

In our experience, this disconnect holds to be rather valid, sad to say. Very often those responsible for marketing a business believe the activities, conversations and information they are sharing socially is precisely what their customers or consumers desire most. The findings from this CMO Council survey underscore the chasm of expectations and perspectives consumers and marketers alike think about the other in so far as online engagement in social circles are concerned.

To download the CMO Council report, which does require online registration, please visit http://www.cmocouncil.org/variance-in-social-brand-experience/