A long-running debate among marketers has been the effectiveness of advertising via social media networks. Almost everyone will agree that social media campaigns are great for boosting the number of likes or getting people to download a free resource. But how do these campaigns really affect the bottom line? Do they really provide a good return on investment?
New data from the Data & Marketing Association shows that less than half of all marketers feel that their social media advertising efforts give them any return on investment. The data reveals that 77% of all companies are using at least one social media network to promote their brand. But, only 48% feel that they are seeing results from their efforts. the survey tracked the opinions of a mix of 111 B2B and B2C marketers.
DMA’s data also revealed some other interesting findings, according to Smart Insights. Among marketers, the advertising platform of choice is Twitter, due to “the lack of any filtering algorithm” which means “brands can be sure their posts will be appearing in follower’s feeds without having to pay to increase reach.” The second most popular option is Facebook which makes sense because it is the biggest social network by far. Instagram, however, appears to be on the rise among marketers’ preferences, as the photo-sharing app has surpassed Twitter in number of active users.
Interestingly, a slightly higher number of marketers say they see more results from organic social media usage. However, a third of all respondents said they couldn’t say if they saw a return on their investments, likely pointing to an open market for better social media campaign analytics.
Daniel White for TechFunnel.com
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