Measure Social Media ROI: Impossible or difficult task
Marketers are still struggling to measure the ROI of your marketing strategy. A challenge in which not only do not advance, but also gives the impression that they are losing power, as reflected in the report prepared by Sempo.
The State of Search Marketing Report 2013 shows a marked decline in the ability of marketers themselves are attributed to the time of measuring the ROI of their marketing. Thus, when considering they are doing a good job in what measure the ROI is concerned, the most notable drop found in the actions of search engine advertising. In 2012 79% of marketers considered able to measure the return on your investment. This year, only 47% say the same.
In the case of mailing, from the previous wave 57% of these professionals has fallen to 41%. If we look at display advertising, the percentage in 2012 (37%) is reduced to 28%. Profitability in Social Media remain a mystery, from 15% to 11% the number of professionals who actually claims it can measure its effectiveness.
Sempo data indicate that measuring the ROI of Social Media strategy remains the most difficult task . 51% admit to having serious difficulties for it, while 35% also means you uphill find out the results obtained through its mobile marketing campaign.
Meanwhile, the study shows clearly that the search engine marketing professionals need better tools to calculate the return on investment. Only 1 in 4 of them confident in their abilities to measure this fundamental factor, while 35% admit that it is a difficult task. To assess the impact of the SEO strategy, 34% focuses on the amount of traffic revered. Meanwhile, 29% admits that his main goal for this year is to get leads. Only 1% is marked as a priority to improve customer satisfaction; certainly one of the key pieces to get to conversion.
However, it should stop and think that all is in order to quantify the investment, but show positive results. The study published earlier this year by Exact Target evinced a minor obsession around the ROI. Instead itself picked up a great interest in really knowing the customer. To this end, 29% of participants in their study bet this year by the Big Data as a way to unravel the mysteries of consumer behavior. Thus, they will pay more to the collection, measurement and analysis of this valuable information, in order to achieve the above priority: to demonstrate positive results.
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