Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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The ROI of AdWords Spend for B2B Firms

The ROI of AdWords Spend for B2B Firms | Integrated Brand Communications | Scoop.it
Search Engine Marketing - What is the return on investment for B2B companies when they spend on Google AdWords search advertising?
Russ Merz, Ph.D.'s insight:
Recent research reveals the ROI for Adwords spend among B2B firms. How do your Adwords results compare?
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How to Create a Benchmark to Measure Content Marketing ROI

How to Create a Benchmark to Measure Content Marketing ROI | Integrated Brand Communications | Scoop.it

How do you measure the ROI of content marketing? First, you need to create a benchmark. Here's how.

 

According to the Content Marketing Institute’s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Measurement is a key area of difficulty: 49% of B2B and 51% of B2C marketers were challenged with measuring content effectiveness in 2014.

 

While definitions of effectiveness may vary by team, it should at least be simple to figure out if you’re successful once you define what “success” means. Here are two simple steps to establish a baseline for content effectiveness and prove if it’s failing (or not).

 
Russ Merz, Ph.D.'s insight:

Looking for a way to measures the ROI of your brand's content marketing? Here are two simple steps that might help.

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6 more studies prove Digital Marketing ROI |

6 more studies prove Digital Marketing ROI | | Integrated Brand Communications | Scoop.it

TV and Digital are the two media channels that now receive the most ad spending. They are the only two media channels where ad spending is increasing as opposed to Print, Radio and Outdoor where it is decreasing. If current trends continue, Digital is expected to overtake TV by 2018.

 

Russ Merz, Ph.D.'s insight:

Looking for evidence to support the ROI claims of #digitalmarketing? Check out these sources.

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Israel George's curator insight, November 25, 2014 2:03 PM

Here is a report of Marketing in the Digital Age.

Martin's curator insight, November 28, 2014 3:46 AM

Une infographie de quelques success stories du marketing digital et une étude sur la valeur des fans FB pour vous aider à convaincre vos clients

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Will Measuring Mobile Ad ROI Ever Get Easier? - eMarketer

Will Measuring Mobile Ad ROI Ever Get Easier? - eMarketer | Integrated Brand Communications | Scoop.it

Nearly all marketers increased their mobile ad budget in 2014—93% worldwide, according to a June 2014 study by Forrester Research for Acxiom and 4INFO. But more spending means more measurement to prove that increased investments are worth it, and the research found that marketers hadn’t quite mastered this part yet.

 

As marketers up spending on mobile ads, they also need to measure the results. According to recent research, less than one-fifth of digital marketers are very confident in their ability to measure mobile ad return on investment, while 62% are somewhat confident. Marketers are also aiming to track the cross-channel consumer. Just 8% are able to connect mobile ad viewers across online and offline channels, while 43% can do so with limitations.

Russ Merz, Ph.D.'s insight:

Interesting #stats on the state of the art in mobile ad tracking and the measurement of #ROI. Cross-channel tracking and measure is a large hurdle.

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Five lessons in proving content ROI

Five lessons in proving content ROI | Integrated Brand Communications | Scoop.it

On a recent quest to prove my content marketing efforts, I read a quote on content measurement from content thought leader Ryan Hanley that really resonated with me. Ryan, quoting from his book Content Warfare, said "People who bitch about the return of investment of content marketing are focused on manufacturing attention, not building trust". This got me thinking - if content marketing's real return is trust, how do you put a measure on that? I set off on a mission to unpack and understand what content ROI really is. Here are the five key lessons I learned.

Russ Merz, Ph.D.'s insight:

Observations about the relationship between #marketingcontent and #ROI need to consider the mediating processes. They are more complex than merely looking at the relationship between content and some outcome like #trust or conversion goals. You also need to link content to content quality and customer experiences.

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The measure of success: The struggle to prove ROI on branded content

The measure of success: The struggle to prove ROI on branded content | Integrated Brand Communications | Scoop.it

With marketing budgets being pushed and pulled in a myriad of directions, increasing attention is turning towards how brands can be absolutely sure that they are gaining adequate ROI to justify spend through respective methods.

 

The recent developments in online ad viewability and the eventual setting of an industry benchmark to work with is an indicator of the demand from brands to begin holding these digital opportunities accountable and gain a clearer idea of what success really looks like online.

 

For content marketing, the question is becoming more urgent following brands’ heavy investments in the space, but the question of how success can be nailed down when brands step outside of traditional marketing frameworks is not easily answered.

Russ Merz, Ph.D.'s insight:

Simple minded solutions from the past are not the answer. The #ROI of any activity is most likely driven by the #quality of the activity and #contentmarketing is no different. This dilemma will not be solved until smart measurement tools are developed for evaluating the qualities of the content that actually drive returns. 

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15 B2B case studies prove Social Media ROI - BarnRaisers

15 B2B case studies prove Social Media ROI - BarnRaisers | Integrated Brand Communications | Scoop.it

There are differences marketing to a business versus marketing to a consumer.

 

When you market B2B:

Decision making is based more on logic than emotionCost of a sale is more expensiveTime to make a sale takes longerBusinesses work to streamline the buying process to save time and moneyMultiple people are involved in the process

Maybe for these reasons, many people think social media marketing cannot work in B2B like it is in B2C, or does not work in general.

If you need convincing, here are 15 B2B case studies that prove Social Media ROI.

Russ Merz, Ph.D.'s insight:

A very useful set of #B2B #socialmedia marketing case studies with ROI info--A Keeper!

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Victor Juarez's curator insight, May 28, 2014 5:47 PM

Interesante infografia con datos de uso y eficacia de las redes sociales en B2B.

 

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Tracking Content Marketing ROI for Dummies - Marketing Technology Blog

Tracking Content Marketing ROI for Dummies - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Tracking Content Marketing ROI for Dummies by Douglas Karr on Marketing Technology Blog

 

The folks at Uberflip have taken a comprehensive how-to on calculating your content marketing return on investment, and put it into this uber cool infographic.+

The popularity of content marketing is undeniable. According to the Content Marketing Institute, over 90% of brands are already investing in eBooks, videos, social media, blogging, and other channels. However, only less than half of them know exactly how to track the success of their efforts.

My only advise on utilizing this strategy is to realize that ROI on content is not static, it changes over time. Often, the return on investment on a single whitepaper or infographic or even blog post can grow your authority and increase revenues over and over again. And the popularity of your content today can impact the performance of your content tomorrow. Content Marketing ROI is not a static calculation, it’s one that needs and builds momentum over time.+

 

 

 

 

Russ Merz, Ph.D.'s insight:

A very useful summary of #contentmarketing #KPIs that can help determine #ROIs. A good reference #Infographic.

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Why You Should Shift Your Content Marketing Focus to ROI

Why You Should Shift Your Content Marketing Focus to ROI | Integrated Brand Communications | Scoop.it

Content marketing will be an essential part of leading marketing strategies in 2014, but many marketers are still challenged by its deployment. For our 2014 Content Marketing Tactics Planner, Curata surveyed over 500 organizations about their content marketing strategies. Marketers identified their top three content challenges as limited staff, limited budget, andcreating enough content.

 

These same marketers ranked measuring content marketing ROI and promoting existing content as their lowest priorities. While it’s possible that some organizations are so effective that ROI and promotion aren’t seen as challenges, many companies are simply too focused on creatingcontent. They aren’t giving enough thought to promotion, distribution, and measurement. It’s time to put those priorities at the top of your list.

Russ Merz, Ph.D.'s insight:

This article provides many useful guidelines on measuring and improving a brand's ROI on #contentmarketing activities. 

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Monica Norton's curator insight, March 17, 2014 4:58 PM

I especially like the "content marketing pyramid" at the bottom of this article.

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Social Media ROI: Formulas & Conversion Optimization Tips

Are YOU measuring social media ROI? Now you can! Loaded with 14 formulas for quantifying social media benefits and over 17 case study examples of social proof facilitating conversion, this presentation is a MUST-READ for any social marketer! 

Russ Merz, Ph.D.'s insight:

An excellent overview of 14 different ways to measure #socialmedia #ROI within a strategy planning framework. Definitely a keeper. Also see the related article form Search Engine Watch [link is here: http://bit.ly/1babmJD ]

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Olivier Milo's curator insight, November 22, 2013 5:48 AM

Great #SESCHI presentation including simple Social KPIs.

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11 company case studies prove ROI of LinkedIn

11 company case studies prove ROI of LinkedIn | Integrated Brand Communications | Scoop.it

If lead generation is important for your business, LinkedIn has the highest rate for social networks; 3X higher than Facebook and Twitter.

 

Did you also know?

80% of LinkedIn’s revenue comes from brands, corporations and businesses (Social Media Examiner)81% of LinkedIn users belong to LinkedIn Groups (HubSpot)83% of B2B marketers use Linkedlin to distribute content (Content Marketing Institute)3 million+ companies have Company Pages on LinkedIn (Brafton)238  million people are on LinkedIn (as of August 2013 with 10 new member join every 5 seconds (Digital Marketing Ramblings)

Does this create a marketplace for doing business that generates revenue with measurable results? See for yourself. Here are 11 company case studies that prove the ROI of LinkedIn.

Russ Merz, Ph.D.'s insight:

These results add to the increasing body of evidence for the #ROI of social media marketing (#SMM).

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Can You Measure Content Marketing & Social Media ROI? | Business 2 Community

Can You Measure Content Marketing & Social Media ROI? | Business 2 Community | Integrated Brand Communications | Scoop.it

The catch phrase of 2013 seems to be “Big Data” – the concept of how massive amounts of strategic data collection (can you say “google”), analysis and targeting can generate huge ROI for businesses. I’ve written how I believe technology for marketers has finally caught up (technology-wise and cost-effectiveness) to where “lazy marketing” is no longer a valid excuse. Do you know which of your marketing channels are bringing in the most customers? In today’s multi-channel world, it can be tough to tell.

 

Generating engaging content marketing media is already tough enough – we need tools and processes to know what’s working and what’s not in order to maximize ROI. Savvy marketers know and use closed-loop analytics tools to measure, analyze, and act on the performance of all the elements of their marketing, from blogs to social media, landing pages to leads, and calls-to-action to email marketing and more. Take a look at the infographic/study below, conducted by the gurus at SEOmoz. The standout takeaway: “….lastly, it turns out that 60.2% of marketers are looking for analysis options, as well as other analytics options, in their social media management tools”. This comes as no surprise.

 


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Case study: How Starwood boosted its mobile paid search ROI

Case study: How Starwood boosted its mobile paid search ROI | Integrated Brand Communications | Scoop.it

Online travel companies often wonder if their mobile marketing campaigns are resulting in customer purchases.

 

Sometimes a real-world example can help show how mobile ads lead to conversions.

 

Starwood mobile marketing case study


In November 2009, Starwood Hotels & Resorts hired digital marketing agency Razorfish.

 

The companies analyzed the number and duration of calls to each brand, attributing a return on investment (ROI) to each brand campaign.

 

The companies also discovered how customers use mobile ads to call and find directions to properties. They used the information to use to place ads more effectively, so that they’re communicating potential guests at the best time and place.

 

The breakthrough came when they began to insert click-to-call phone numbers and maps (with one-click driving directions) into their search ads.

These hyperlocal ads resulted in thousands of calls per month and boosted month-on-month mobile bookings by 20 times. Same-day bookings made up a sizeable chunk of these calls.


Plus, a new online calculator where AdWords buyers can figure out if their ads are converting into purchases.

Russ Merz, Ph.D.'s insight:

Useful case study.

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ROI from video, mobile & content marketing is hardest to measure: report

ROI from video, mobile & content marketing is hardest to measure: report | Integrated Brand Communications | Scoop.it

Digital marketing is supposed to be entirely measurable, but we all know that in reality that’s not the case.

The proliferation of digital touchpoints has made the path to purchase incredibly complex, which means marketing attribution and measuring ROI has also become more difficult.

A new report from Econsultancy and Oracle Marketing Cloud investigates marketers' ability to measure ROI from a range of digital channels.

Results from the Marketing Budgets 2015 survey show that paid search and email marketing have maintained their status among the top three digital channels for ability to measure success.

Just over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’.

For acquisition-focused email marketing those percentages were 44% and 41% respectively.

Russ Merz, Ph.D.'s insight:

Do you think it is easy to measure #ROI in #digitalmarketing? This report sheds some light on the difficulties and barriers encountered.

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Tips For Measuring The ROI Of Digital Marketing

Tips For Measuring The ROI Of Digital Marketing | Integrated Brand Communications | Scoop.it

In the bad old days, digital marketing was a free-for-all where instant gurus touted their money-making formulas (usually little better than snake oil salesmen) and deluded followers into spending thousands for coaching programs that didn’t work. Of course, without metrics for measuring the ROI of digital marketing, these gurus continued raking in the money from gullible and desperate businesses.

This isn’t a new problem and it’s unique to digital marketing. As far back as the late 1800’s John Wannamaker is quoted as saying:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

Traditional advertising faces a similar problem with companies allocating 60 percent of their media budget to television when only 18 percent of TV advertising campaigns generate a positive ROI, according to Nielsen.

Now, of course, digital marketing is much more sophisticated and it’s harder for false gurus to seduce business owners without proving the ROI resulting from their digital marketing programs. Below are results from studies showing the ROI of digital marketing:


Russ Merz, Ph.D.'s insight:

An insightful look at the complexity behind the development of a measurement system for measuring #digitalmarketing #ROI and how to deal with it.

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Brands use CMS for engagement and brand building ahead of sales: report

Brands use CMS for engagement and brand building ahead of sales: report | Integrated Brand Communications | Scoop.it

Social media and content marketing are easy prey for those who believe that ROI can only be measured by a direct link between a customer interaction and a sale.

This obviously ignores the good work that content does in building a relationship with that customer, so that when they do eventually receive a sales email they’re primed and ready to make a purchase.

Thankfully a new survey conducted by Adobe and Econsultancy shows that marketers are broadly aware of the benefits of content marketing, which one might classify as soft metrics.

When asked which business goals content management should help with, 87% of marketers said ‘improving user and customer engagement’.

The second most-popular answer was ‘building the brand through positive experiences’ (80%), while ‘driving sales’ came third (60%).

The findings come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing which examines the challenges involved with Delivering Digital Experiences.

It is based on an online survey of 975 client-side and agency respondents carried out in July and August 2014.

Producing high quality content can certainly help build trust, provide context and therefore improve financial KPIs. 

 
Russ Merz, Ph.D.'s insight:

These research findings reported by eConsultancy should remind #brandmanagers that there is rarely or perhaps never a "direct" link between #contentmarketing and #ROI. The road to #ROI can take many paths and all of them need to be measured before #optimization of ROI can occur.

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The content with the best ROI

The content with the best ROI | Integrated Brand Communications | Scoop.it

Stop wasting time on content marketing tactics that don't bring results. This infographic reveals which types of content work best, and the metrics you should track.

 

Only 27 percent of marketers effectively measure content marketing, an infographic from Captora says.

But if more marketers would start, they would like what they'd find.

The infographic explains why organizations should use content marketing, what type of content has the best return on investment (ROI), the metrics organizations should track and more.

The content with the best ROI include:

Case studiesProduct collateralCustomer testimonials

The top metrics B2B marketers track are:

Web traffic (63 percent)Sales lead quality (54 percent)Social media sharing (50 percent)Sales lead quantity (48 percent)SEO ranking (44 percent)

Want to find out more content marketing secrets? Check out the infographic:

Russ Merz, Ph.D.'s insight:

Looking for some help in developing and measuring your #brand's #contentmarketing program? This infographic can help.

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Video Marketers Prove ROI Better Than Text-Based Marketers [Infographic]

Video Marketers Prove ROI Better Than Text-Based Marketers [Infographic] | Integrated Brand Communications | Scoop.it

Are you able to deliver quantifiable results for your marketing? If not, you're not alone.

 

"The problem: 71% of marketers in 2013 were unable to deliver satisfying metrics or reporting to demonstrate clear ROI," according to an infographic from Vidyard.

 

One issue regarding ROI is that "text-based content assets are difficult to track once syndicated," Vidyard states. "Video, on the other hand, is much different."

 

What makes video easier to track and measure? Some 43% of video marketers are able to capture content metrics across all channels compared with just 16% of non-video marketers, according to research cited in the infographic.

 

You also can track many metrics for video marketing, such as individual viewers, duration of views, and much more.

 

Russ Merz, Ph.D.'s insight:

Key #ROI performance differences between #video and #text based marketers.

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Sponsorship now rooted in social media: News from warc.com

Sponsorship now rooted in social media: News from warc.com | Integrated Brand Communications | Scoop.it

NEW YORK: Sponsorship strategies in America are rapidly evolving in areas from activation to localisation and measurement, according to a new paper from Warc. 

What we know about sponsorship strategies argues that social media is very much challenging the dominance of PR when it comes to activating partnerships with properties in the worlds of sport, entertainment, and so on.

"Social media is growing as a sponsorship lever: not only does it help to engage millennials but it also offers the practical advantages of lower activation costs and what IEG refers to as the 'rights-to-activation' ratio," the paper says. 

"The average ratio of dollars spent on activation (compared to the amount spent on rights fees) recently dropped for the first time since 2009 – meaning the most popular ratio is now an even 1:1." 

Telecoms giant AT&T offers one example of this model in action: its content marketing initiative for March Madness in 2013 featured six-year-old children predicting scores in the NCAA's annual basketball tournament. 

Capital One, the financial services provider, employed real-time marketing – particularly on Twitter – during the same event to connect with fans and celebrities alike. 

Given the huge number of sponsors typically involved with major events, especially in the sporting arena, some marketers are also pursuing more localised affiliations. 

MillerCoors, the brewer, is a case in point, having supplemented its national programmes with several efforts reflecting the local nature of America's beer market. 

Across the country, there are regional and city-level preferences for various brands within the firm's expansive portfolio, with an emphasis on supporting local sports teams.

Measurement is seeing a shift among brands, too, with data from the Association of National Advertisers showing a rise in the amount of companies using replicable processes to determine sponsorship ROI. 

NASCAR has helped set new standards in this area by establishing a 500-square-foot dedicated Fan and Media Engagement Center in its headquarters to conduct more rapid analytics for teams, sponsors and broadcasters. 

Russ Merz, Ph.D.'s insight:

According to research reported by WARC, sponsorship strategies are increasing being evaluated for #brand fit, meeting objectives and demonstrating #ROI.

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26 reasons companies can’t figure out ROI

26 reasons companies can’t figure out ROI | Integrated Brand Communications | Scoop.it
70% of CMOs report feeling unprepared to harness the power of their data to make intelligent marketing decisions. (source: HubSpot)52% say achieving or increasing measurable ROI is a top priority this year (source: MarketingSherpa)Only 8% of companies say they can determine Return on Investment (ROI) from their social media spending (source: Econsultancy).

The numbers say companies have a hard time figuring out Return on Investment (ROI). No one ever said it was easy. ROI requires a company to:

Define the return by the financial metric most important to the company’s success (e.g. sales, profit, conversion or shareholder value)Account for all out of pocket and internal investments (marketing and operations)Determine the length of time (e.g. 12 month or 18 months). It should be done with an understanding of the customer buying cycle and what is the annual customer value.Establish the Base Period against which the effort is to prove the ROI

On the other hand, ROI is, after all, just a calculation. Here is the most widely used:

Return (e.g. sales, profit) – Investment/Investment (X 100) = ROI (%).

So why do companies have such a hard time? Here’s 26 reasons companies can’t figure out ROI.

Russ Merz, Ph.D.'s insight:

Required reading for managers--a primer on the basics of this important metric.

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Infographic: only 28% of brands are able to measure the ROI of content marketing

Infographic: only 28% of brands are able to measure the ROI of content marketing | Integrated Brand Communications | Scoop.it

Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company.

 

It was discovered that 61 per cent of marketing leaders said they spent just half a day or less on content marketing related activities, with 71 per cent of brands producing social media content.

Video content was produced by 30 per cent, seen by 12 per cent as the most effective for their business. Infographics were produced by 23 per cent of companies, and were chosen by 10 per cent as the most effective for their business.

 

The research was carried out by Redshift Research, which surveyed 100 marketing decision makers, on behalf of communications, content and community agency Bite as part of its Stop Content Pollution campaign.

Russ Merz, Ph.D.'s insight:

The research was done on a small sample in the UK, but the results can be used in developing research questions and hypotheses for a larger and broader study.

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A blueprint for evaluating content marketing ROI - Smart Insights Digital Marketing Advice

A blueprint for evaluating content marketing ROI - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it
Content marketing works, but measuring content marketing ROI is challenging

In the recent Smart Insights-Hubspot research into content marketing in Europe, 44.4% of marketing managers who responded to the survey, say they struggle to measure the return on their content marketing investment.

 

This inability to measure the ROI of content marketing confirms a need for more guidance on how to calculate the cost of content marketing and measure the return on investment.

 

In this post I want to walk you through a simple but effective costing model, and show you how, by breaking out the component costs of content into labour, production and distribution, you can work out your content marketing cost, which provides the basis for evaluating your content marketing ROI.

 

Broadly speaking, content marketing can be divided into 5 cost centres:

Content Marketing: 5 Cost Centres

 
Russ Merz, Ph.D.'s insight:

A very useful compendium of "cost" centers for the development of #contentmarketing. Also includes some ideas about how to measures some of the associated costs (the investment part of ROI). It is left up to the reader to figure out the monetary "benefits" that result (the "return" part of ROI).

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Social media ROI: Six ways it can be done! | MyCustomer

Social media ROI: Six ways it can be done! | MyCustomer | Integrated Brand Communications | Scoop.it

The ROI of social media is that your business will still exist in five years!

 

Millions of dollars are being invested by organisations to develop social media communications programs, and social media spending, as a percentage of marketing budgets, is expected to more than double over the next five years according to The CMO Survey. However,  research shows a clear disconnect between what consumers want from brands and what marketers think they want, and for a number of years now companies have wanted to get onto the social media bandwagon without really knowing why: the same study above that showed a disconnect between consumers and brands also found that 80 percent of UK businesses claim their social media campaigns are effective but over one third said they have no solid way of measuring the impact on the company’s profitability!

 

I draw a parallel to the ‘dot.com’ business back in the early noughties, when money was thrown at any company with an idea, then suddenly people realised - how do we derive value and prove the ROI? Author and professor of digital marketing, Erik Qualman, says: “The ROI of social media is that your business will still exist in five years”. That’s a great promise, but, just like any other part of the marketing mix, businesses need to really prove that social media investments are justified commercially. 

 

Here are six ways to harness the power and value of social media:

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7 case studies prove ROI of mobile for healthcare marketers

7 case studies prove ROI of mobile for healthcare marketers | Integrated Brand Communications | Scoop.it

56% of US consumers prefer like the idea of remote healthcare (source: Price Waterhouse Cooper)41% prefer care delivered via mobile devices (PWC)40% of office visits could be replaced by eVisit (source: Mayo Clinic)30% of the 9000+ healthcare apps available are targeted at physicians at clinicians (PWC)900+ hospitals are actively using social networking tools to communicate with patients (MC)

 

Mobile marketing is defined as interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Examples of “interactive wireless media” are smartphones, mobile websites, tablets (iPads), apps, SMS messaging and mobile social networking.

 

Does it generate value? The facts suggest mobile marketing should have transformation impact on healthcare. However, return on investment (ROI) in healthcare is accountable to multiple standards – profits and patient health outcomes.

 

Does mobile marketing “Show Me the Money.” Here are 8 case studies that prove the ROI of mobile for healthcare marketers.

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The Importance and ROI of Events: Marketers Still Face Challenges

The Importance and ROI of Events: Marketers Still Face Challenges | Integrated Brand Communications | Scoop.it

Even as events remain a vital part of the marketing mix, and a key channel  for direct one-to-one customer engagement, marketing executives—lacking  visibility into the conversion pipeline—don't have sufficiently effective  methods for measuring the impact of events and tradeshows on sales and revenue  (and therefore can't prove ROI), a new study has found.

 

Nearly 9 in 10 surveyed brand marketers (89%) say events still hold some  level of importance and value for their organization, with 31% considering them  essential, according to the study, Customer Attainment From Event Engagement, issued by the CMO Council and conducted  in partnership with the Exhibit & Event Marketers Association (E2MA).

 

Read more: http://www.marketingprofs.com/charts/2013/10609/the-importance-and-roi-of-events-marketers-still-face-challenges#ixzz2RIXgINpf

Russ Merz, Ph.D.'s insight:

Illustrates some of the key problems associated with evaluation of event marketing investments.

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