Tag: social media marketer

Social media marketing is riddled with bad mistakes

There are errors being made in these strategies that are causing entire campaigns to fail.

Despite the fact that social media marketing can no longer be considered to be new, and that many analytics firms are declaring it to be a channel that is reaching maturity, there are still some devastating errors that are being made that are causing campaigns to be unable to reach their potential, or to fail entirely.

These networks remain a location where communication with customers requires some trial and error.

The latest findings from a study conducted by Econsultancy, along with Adobe, have shown that conclusions from other studies – such as one from Vizu – that were held earlier this year are either wrong, or the trends have completely reversed themselves. What they found is that social media marketing is more focused on lead generation than on branding for marketers worldwide.

Previous studies indicated that the main goal of social media marketing had been focused on the brand.

Social Media Marketing - Bad MistakesThis could suggest that marketers are making a tremendous mistake when it comes to the use of social media marketing. It means that the emphasis of their efforts is on trying to make a sale instead of trying to build a relationship with the consumer by way of branding techniques. It is steering away from the belief that it is more effective to engage the consumer than to simply move a product off the shelf.

This social media trend indicates that marketers are suddenly more focused on the bottom line than they are on making sure that customers build a liking and a loyalty to the brand so that they will come back for more when they need those products, once again.

One of the oldest and best known rules of business is that it is far easier to keep a customer than it is to find a new one. This makes a consumer who is loyal to the brand the most important focus for the majority of companies. However, the results of this recent research suggest that marketers are forgetting this goal when they design their social media strategies, and are no longer as focused on engaging consumers and building loyalty as they are on making sure that a measurable purchase can be made as a result.

Social media marketing study reveals only a third of marketers are satisfied

The data showed that a mere 37 percent feel that their advertising on Facebook is effective.

According to the 2013 Social Media Marketing Industry Report that has just been released, many marketers are not satisfied with the results that they are seeing with their efforts over Facebook.

The report also indicated that many marketers are not using the networks to their greatest potential.

Though it had been expected that the greatest surprise that the marketers would reveal regarding their social media marketing would be the lack of participation, this was not at all the case. Instead, the report’s authors were most taken aback by the number of businesses aren’t tracking the effectiveness of their campaigns so that they aren’t actually aware of the impact that it is having.

Among the study participants, 97 percent said that they were using social media marketing in their campaigns.

Social Media Marketing StudyMoreover, the 86 percent of the respondents said that they felt that social media marketing was an important part of their overall advertising efforts. When asked specifically about the use of Facebook, it was revealed that 92 percent of the participants were using that network as a part of their advertising and promotions. Forty nine percent of those using Facebook felt that it was the most important of all of the platforms.

However, only 37 percent of those using Facebook social media marketing actually felt that it was effective.

That said, the report underscored the fact that this figure does not represent the number of companies that have actually seen success from their social media marketing over Facebook. Instead, it represents the number that feel that it is effective – not necessarily based on having tracked the impact of their ads and their return on investments.

The reports also pointed out that it is more likely that large organizations will feel that social media marketing over Facebook is effective than smaller or medium sized companies. It was the bigger companies that were most likely to feel that targeted traffic was moving from the platform to their company brand site. Among smaller companies, a considerably lesser impact was noted by the research.