Many marketers are now using social media to promote their company and build their brand, but new research suggests that a large portion of them are still not measuring the impact of their efforts.
The Drum and Wistia recently published a global report titled, “Brand Advertising is Broken: It’s Time to Find a Better Way,” and statistics showed 30% of marketers do not measure brand perception at all after they execute initiatives to build their image via outlets, such as social media.
Only 36% of marketers measure the frequency of shares and interactions on social media, and 34% measure search volumes.
The majority of respondents (74%) said that social content is the favored advertising choice among marketers looking to build their company brand.
The Continued Investment in Social Media Marketing
Despite the fact that many marketers are not measuring the results of their social media efforts, previous research suggests that they are not slowing their investment in this area.
The American Marketing Association published the “Techlash Is Here” report, and data suggested that the majority of average ad spend in the U.S. (18%) now goes toward social media. Most marketers are directing their funds toward Facebook (34%), followed by Instagram (14%), YouTube (13%) and Twitter (13%). LinkedIn (12%) and Snapchat (6%) were also popular platforms among digital marketers.
Email made up 13% of average ad spend in the U.S., followed by websites (12%) and streaming video/radio (5%).