Despite how important social media has become to marketers, Adobe are suggesting that it still isn’t being recognized for driving website traffic, engagement and conversions like it should be. The solution, Adobe suggest, might be as simple as making adjustments to how its contributions are captured and measured. In short, some attribution modelling might help you see social media marketing in a whole new light.
Remember that you don't need a paid service like Adobe Sitecatalyst to apply attribution thinking; you can demonstrate the value of social media marketing through Google's new Social Reports (tutorial) which helps show assisted conversions influenced by social media.
Because social marketing is still so new, and let's not forget that, best practices for measuring the effectiveness of social efforts are still evolving. We've written before about ROI of social media, the IAB also developed a good framework some time ago.
So, what’s the best way to measure the impact of social media? And how can marketers more accurately attribute value to the role that social media provides to their marketing and advertising campaigns? To answer these questions, Adobe Digital Index interviewed social media analytics experts and analyzed 1.7 billion visits to the websites of more than 225 U.S. companies across the media, retail, and travel industries.
The Adobe research resulted in three major findings:
You can find the Adobe report here, here is the summary infographic.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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