Making Social Less Squishy
As marketers struggle to find the marketing mix that delivers the greatest return for their businesses, most have yet to fully adopt emerging channels: Only 14% say they now use mobile, social media, and video in their marketing mix, according to an article on MarketingProfs yesterday based on Omniture data.
Looking ahead, 75% of marketers plan to increase investment in emerging channels in the next three years. But their inability to measure the success of those channels remains a key hurdle, the survey found.
Other key findings:
* 53% of marketers say measuring online marketing ROI is important and 27% say it's somewhat important, but 55% say they cannot effectively measure ROI.
* 65% of marketers say measuring conversion rate is important and 21% say it's somewhat important, but 25% cannot effectively measure conversion.
Wow, right? Does that sound like you? If so, what's a marketer to do? I have one, easy-peasy solution: Let Jim Sterne show you.
This Thursday, Jim will lead a MarketingProfs seminar, Social Metrics for Marketers: How to Measure What Matters.
I've known Jim since forever (back when email was the new kid on the block!), and I can say first-hand that he's been on the forefront of Web analytics. Lately, Jim's been helping marketers get a handle on the often squishy world of social media; he just published Social Media Metrics: How to Measure and Optimize Your Marketing Investment (Wiley, April 2010).
Check out Jim's seminar, and let me know what you think!