If you believe that you’re not wasting resources on digital marketing, I have a surprise for you! Most surveyed marketers say they cannot prove the ROI (return on investment) for their digital marketing efforts, particularly on social media and content marketing.
Oh no, you say!
Sorry to break bad news, but TrackMaven’s Marketing Leadership Survey: Strategy, Technology, and Data-Driven Management 2017 demonstrates that the biggest challenge for over 71% of surveyed marketers is proving the ROI of their social and digital marketing efforts. And many of us assumed that digital marketing would make tracking easier than traditional marketing!
These aren’t unique results either. Last summer, MarketingCharts posted results from The CMO Survey that showed how difficult it is to show the impact of social media marketing efforts on businesses. Without evidence, we can’t assume that the same results would apply to nonprofit organizations, but typically, they tend to fall behind their for-profit counterparts.
The TrackMaven survey doesn’t say that marketers aren’t trying to measure their results – the top three metrics they use are: engagement metrics (91%), consumption metrics (82%), and audience growth metrics (78%). What it is saying is that only 27% of them consider themselves very effective at demonstrating the value of marketing efforts internally. Most (69%) say they’re only somewhat effective. Ouch.
By now, you may have seen the viral video of Dr. David Dao pulled from his United Express flight to make room for Republic Airlines crew members. Disturbing and frightening, the incident sent shock waves around the globe.
Incidents like this, although rare, have happened to some degree for years. The difference now is social media sharing. Cell phone videos empower citizen journalists to capture news in ways we never could have imagined before.
Did the United brand take a hit?
You bet! But it may only be temporary. Continue reading
There’s good news if your small/medium business or nonprofit buys ads. The majority of consumers (61%) now trust the ads they see at least once a month.
And, if you mix politics with your work, watch out! A majority of American adults will boycott your business/organization if they have conflicting political views. Continue reading