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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Scooped by Russ Merz, Ph.D.
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Social Platforms: What Brands Are Getting For Their Efforts

Social Platforms: What Brands Are Getting For Their Efforts | Integrated Brand Communications | Scoop.it

Brands and businesses are busy finding out what their return on social media is. According to this report from L2ThinkThank it doesn’t look so great and even some scaling back from certain platforms is predicted.

 

This is a very interesting report about brands’ social media efforts and their returns. The results should not be ignored. However, it is questionable that these brands are using social media platforms the way they should. A look at the activity of major brands in social media (including brands that participated in this study) reveals rather modest activities and usage of the assets created. This is especially true on Facebook, where brands’ highest investment and focus are Facebook ads. A tool that for the most part helps Facebook to create revenue, but is about as effective as a newspaper ad was 20 years ago, if at all.

 

Brands’ current handling of social media assets (Facebook likes, likers, and people that comment, Twitter followers and re-tweeters) is next to zero. Without using these assets, it is impossible to create a reliable report about the effectiveness of social media for brands. This report was created with data of the past two years. In more recent times, brands have discovered that engagement can deliver better results than advertising. It is pretty save to say that the report for the next two years will show much better returns, as more and more brands figure out ways to handle their social media showrooms.

 

Have a look at the video below and the infographic to learn about the findings of this social media platform survey.

Russ Merz, Ph.D.'s insight:

A useful summary of research showing the returns #brands are getting from #socialmedia marketing efforts. While ads on social media seem to have somewhat weak effectiveness, the findings suggest that the value is enhanced synergistically with the combined use of #email and #search marketing activities.

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7 case studies where tweaks in SEM delivered big benefits in ROI

7 case studies where tweaks in SEM delivered big benefits in ROI | Integrated Brand Communications | Scoop.it

SEM (Search Engine Marketing) focuses on purchasing ads that appear on the result pages of search engine above or to the right of the content on the search results


Unlike other media channels, ads are bought on a PPC (Pay Per Click) basis. PPC is an attractive model for advertisers because they only pay for actual traffic generated by their ads. PPC involves a bidding system to get to a top position. Measurements of the actions a consumer takes as a result of SEM are the most surgically precise in all of marketing, especially for e-commerce businesses.


But just because someone clicks on your ads doesn’t mean they take action you want. Understanding the SEM relationship of “clicks” to “conversions” to the desired action is hard work. Doing this well is a very valuable skill. It’s an area where little tweaks make big differences.
How big? Here are 7 case studies where tweaks in SEM delivered big benefits in ROI (Return in Investment).

Russ Merz, Ph.D.'s insight:

Good case studies that demonstrate the value of SEM.

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