A recent IBM survey reports that marketing officers are under more pressure than ever before, with 72 percent of the mid-market CMOs surveyed stating that they aren't sure that they understand how to build brand loyalty in today's media world. 

Empowered consumers are having a big say in brand recognition, sometimes instantly via Facebook, Twitter and other social media outlets. Here is where many marketers are struggling, with less than half taking the time to understand and evaluate the impact of consumer generated media. 

An even larger hurdle is the explosion of data that is being generated today. According to IBM, consumers are creating 2.5 quintillion bytes of data every day. How marketers digest and analyze this data has become increasingly important to their marketing strategies. 

As the survey concludes, social media offers companies of all sizes the opportunity to level the playing field. How marketers interpret data generated from social media activities to better understand the consumer and deliver a compelling message, the greater the opportunity to build brand.