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.