Toronto—Marketers intent on leveraging the influence of key social participants are hindered by the current state of social tools, according to a study by customer experience company Sensei Marketing and technology consultancy ArCompany.
According to “Influence Marketing: Marketer Survey Spring 2013,” 79% of marketers responding have used social-scoring platforms (such as Klout, Kred and PeerIndex), but 55% said such solutions are ineffective at identifying influencers. Further, 94% of marketers surveyed said they don't fully trust the metrics produced by social influence scoring platforms.
Among other study findings: 68% of marketers said they see influence marketing as a lead-generation and customer-acquisition strategy, not a branding exercise. The online survey was conducted in February and returned responses from 1,300 marketing and public relations professionals internationally.