Social Media overrated?

For the second year in a row, marketers have named social media as the skill that is most overrated by businesses. 

Despite the prominence businesses give to social media and their desire to grow on social media, 22.5% of marketers believe that the skill is the most overrated skill, which whilst being a slight fall compared to last year is still shocking.

That this feeling is prominent amongst both B2C (24.3%) and B2B (23.7%) marketers further illustrates that it is not limited to just one industry. 

So, what has caused this surprising development?

According to ITV CMO Jane Stiller, the core competency of marketing has been distracted in recent years by a lot of digital marketing. As she goes on to explain.

“The principles of marketing should be the same: you’re there to drive growth, to understand the customer, to build customer propositions that resonate, to communicate to them and position them. That classic, traditional marketing has been, I think, distracted by digital tactics.”