Marketers looking to engage more on social media and obtain measurable results
Posted by Manuela Barreto @ January 27th, 2010 in Marketing Analysis
Though many marketers may still be going through the adaptation curve and slowly beginning to shift some of their marketing efforts to leverage social media tools and networks, other senior marketers- 81% – according to a new research from the Society of Digital Agencies, are expecting an increase in digital marketing projects.
45.4% of respondents worldwide considered social networks and applications a ‘top priority’ for 2010, while 42.2% found it ‘important’. Following closely were digital infrastructure, search optimization and mobile with 44.5%, 27.0% and 26.8% of respondents who considered these as their biggest priorities for this year.
However, an important fact that ties along with these findings is that senior marketers are not only allocating their marketing budgets to social media, they also want to see measurable results from their social initiatives.
According to a study from MarketingProfs which interviewed almost 5,000 marketing pros, almost all CMOs declared they’d look to increase their social media activites to engage customers, measure ROI and reach new audiences.
Findings also reported these marketers will execute the following activites during this year:
* A 400% increase in use of Twitter comments to inform decisions about products and services
* A 59% increase in use of customer reviews and ratings
* A 24% increase in use of social media for pre-sales Q&A
Some predictions from CMOs say social media will have an impact on revenue in 2010 and these are:
* 80% say up to a 5% impact, and 15% say a 5-10% impact
* Most companies (81%) plan to link annual revenues to their social media investment in 2010
Of those companies that did tie social media investment to 2009 revenues here are some of the outcomes:
* Companies with 5% or less revenue tied to social media in 2009 foresee that the link between revenue and social media will increase 5% or more in 2010
* Those with 6-10% of revenue tied to social media in 2009 project that the link will increase more than 10%
* Those with higher than 6% of their revenue linked to social media in 2009 foresee that the link will increase more than 20% in 2010
More findings from to the study from eMarketer revealed that respondents (27.9%) considered time spent online as the most important performance metric, followed by unique page views with 23.7%.
Are you looking to engage with your customers and allocate more budget to the digital space? Discuss.
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Comments
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