Study: Marketers love social, but still struggle with ROI

02/14/2012 |

Digital marketers see boosting social media engagement as both their top priority and their most exciting opportunity in 2012, according to a report by Adobe and eConsultancy. Marketers are much less enthusiastic about social data and analytics, however, suggesting that demonstrating return on investment remains a headache for many social media marketers. "[N]eglect of this area may explain why many companies are still struggling to justify new hires based on proven upside from social media campaigns," Linus Gregoriadis writes.

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