Opinion: The role of social media marketers is expanding
With more and more brands trying to connect with audiences across an array of social channels, the attention span of people is on a decline.
Businesses need to quickly figure out what’s best for their audiences in order to generate better engagement and increased brand loyalty.
Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more time and money, but are still struggling to determine what works well and where the returns on investment can be found.
Social media spending has increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: Marketers say they will expand their social media spending by 90 percent over the next five years, or 18.5 percent of the total by then.
“All brands, big and small, are firmly in social media today,” says Jill J. Avery, senior lecturer at Harvard Business School. “Social media has become a mainstream tactic.”
Is this ever-increasing focus on social paying off? Forty-three percent of respondents said in the CMO Survey that they have not been able to show the impact of social media on their businesses. After all, it can be tough to pinpoint a direct connection between a social media chat about a product with the actual purchase of that product.
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In August, we gathered a group of retail and brand executives in Vail, Colorado, for the Digiday Content Marketing Summit. The main topic of discussion: Where does content marketing go from here?
During the summit, we asked speakers and attendees from brands like Reebok, Heineken and Urban Zen about the types of content they’re creating, whether they’re outsourcing work or keeping it in-house and whether or not they can realistically expect content to drive conversions.
Thinking outside the sponsored post: “Content marketing isn’t a nice-to-have; it’s a must-have,” said one attendee. But what format works best? While articles don’t take a lot of time or money to write, marketers fear readers have developed blinders when they encounter the word “sponsored” on their favorite sites.
“When you’re selling a product and you’re not editorial, but you’re trying to create content people actually want to read, we fear that people are going to immediately bounce the second they realize they’re reading sponsored content or brand content,” said one marketer at the event.
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Only 36% of digital marketers are convinced their campaigns are hitting the right targets, while almost a quarter (23%) are failing even to track of their campaign spend, according to research from Greenlight.
Almost one in five (18%) do not think that their campaigns are reaching their intended audiences and 10% are not sure which channels are most valuable for their campaigns.
The research found that digital marketers are often beguiled by headline-grabbing communications channels. More than a third (35%) of digital marketers spend most of their budget on social despite the stat, from a Google consumer survey of 1000 people, that only 23% of consumers are receptive to marketing on social media.
Social was not the only channel overly-enamoured by marketers, Greenlight found. While 21% of digital marketers spend most of their budget on content marketing, a mere 3% of consumers like reading or viewing this type of content.
Full story at http://bit.ly/2ysS6FR
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