Big Data Underpins Social Media Marketing
I Went Into Marketing - I Should Have Become An Accountant Instead
Customers are becoming increasingly savvy, more discerning and harder to impress. One thing is for sure: the marketing manager's job is not getting easier. Just as soon as you think you have figured out how social media marketing works, Facebook introduces a new tool, Twitter makes twenty changes and to top it, Google decides to add to your problems by changing their search algorithm.
Despite this, companies around the world continue to tighten their control over advertising budgets and demand increasing accountability and return on investment (ROI) for every marketing penny spent.
The age old dictum of "I know that half of my advertising budget is wasted; but I'm not sure which half," simply does not cut it in today's demanding and competitive business environment. As with many things in business, data needs to be at the heart of any type of advertising campaign, including social media marketing. In the harshness of the digital world, data is the common currency.
Data can be used at every stage of a marketing campaign from planning how it will run, to effective implementation, to measuring how successful the campaign was. Data provides the visibility needed to determine the real ROI of a campaign against the desired metrics.
Data Underpins 'The Big Picture'
Data can show us what really influences people online. In March 2012, UK retail websites received an additional 8.5 million visits through social media networks compared to March 2011, representing a 2.3% increase year-on-year.
What does this mean? It means that today's savvy online shoppers are taking their time when it comes to making a purchasing decision, often checking out online blogs and social media networks such as Facebook and Twitter before they commit.
The Front Line Of Brand Protection
Your brand reputation counts in the online world so be sure to train your staff about your brand identity and culture so they represent your brand correctly. Poor customer service in a physical store, whilst inexcusable, would have caused limited damage to your brand twenty years ago but it is a different story today.
If your staff behave badly, it is astounding how much power a Smartphone commands. Coupled with social media (YouTube, Facebook & Twitter) before you know it you have gone viral, started trending and end up on the evening news. Today's retailers must understand that it's not just about their presence on their own website; it's about social media marketing and how they stack up in a whole realm of other online eco-systems too.