Featured Video: How Do Companies Measure Social Media ROI?
Please note that we are not authorised to provide any investment advice. The content on this page is for information purposes only.
How do companies measure the effectiveness of a digital marketing campaign? Here’s a tip: if the answers to that contain the words “halo effect” or “influences”, the results are probably BS.
The digital landscape has evolved. Virtually every business today understands how important social media is to a brand, as well as how difficult it is to measure the effectiveness and success of an online campaign.
How do companies measure the effectiveness of a digital marketing campaign? Here’s a tip: if the answers to that contain the words “halo effect” or “influences”, the results are probably BS.
The digital landscape has evolved. Virtually every business today understands how important social media is to a brand, as well as how difficult it is to measure the effectiveness and success of an online campaign.
In the last few months, the landscape for social media marketing tools has become more competitive, with companies like Adobe stepping in to help brands decipher the amount of revenues generated from an advertisement posted on Facebook, to the value and insights gained from monitoring conversations on Twitter and other social media channels.
Related Infographic: Can Social Media Predict The Presidential Election?
Assem Chandra, vice-president of digital marketing at Adobe, said:
[quote] We think there is a big gap between how the campaigns are designed and run, and how the marketing metrics are connected back to business metrics. We see a lot of focus on vanity metrics like “likes” and “shares” and the number of followers, but how do you translate that back to the actual revenue the campaign will grow? [/quote]
For example, a social media campaign may add a million followers on Facebook or generate a massive number of re-tweets, but will that drive real and measurable business impact – such as higher sales and revenues?
Such information and insight is attractive to marketers, for it provides answers to questions about social media ROI. According to Chandra, effective social media is built on insights, not intuition.
With that in mind, check out this video that shows you how might alternatively separate social media facts from fiction.
Find out more about Adobe Social here.
