From the early days of the internet, the prospect of detailed metrics fueled the promise that online advertising could yield unprecedented insights about customer preferences and behavior. True, online channels provide feedback that offline media cannot, but marketers are still grappling with how to make this input work toward the bottom line.
A 2011 MarketingSherpa study noted that only 20% of US agencies and consultancies surveyed said their clients thought social media marketing was producing measurable ROI. However, 64% said clients were confident that this form of marketing would eventually deliver a return and were willing to conservatively invest in it.
The top method used to measure the success of social media marketing campaigns was tracking the numbers of people linking as friends, followers and “likesâ€.
Read more details on this study and how marketers are using social media metrics at emarketer.
Tags: advertising, Facebook, Social media, Social Media Marketing, Twitter
