Study: The greatest problem confronting social advertisers is calculating ROI

Marketers want to invest more resources on marketing media, and they are also unable to determine what they get in exchange for that effort.

According to a report undertaken by clearly calculated, a business that provides analytics tools to marketers to calculate the roi of their social ads, calculating return on investment (roi) has become the most widely mentioned problem confronting social marketers.

The web analytics company polled approximately 1,000 digital network staff covering 111 countries and specialized in social networking, with about half having the role description of social media president, brand officer or social media operator.

The correlation of social media spending to company outcomes has become a rising priority for advertisers and social networks alike.

On Facebook’s most recent conference call (PDF), COO Sheryl Sandberg outlined the company’s change of focus away from “proxy metrics, ”such as video views and brand boost, and toward “sales metrics,”since the more we can connect ad exposure to revenue, our argument is better with our consumers.

Commitment to Conversions

Nonetheless, advertisers need to wean themselves off proxy indicators including views, mentions, shares and retweets for revenue measures to take root.

According to the study, 57.8 percent of respondents claimed that interaction metrics were the measures they used most to assess the performance of a social initiative, while 23.6 percent listed conversion and sales metrics as their most-used metric for evaluating progress.

compounding problems, marketers are more involved in analytics tools that enable them to count commitments than in conversions.

Perhaps because of advertisers’ obsession for interaction indicators social data plays a relatively restricted position in influencing clients’ marketing strategies.

Marketers preferred virtual canals

the ranking of social media where advertisers invest the most time on mirrors of their ads and those they leverage the most.

Source: Only Measured

source: just calculated

although the two charts share the same sequence, they vary drastically in details.

the difference undoubtedly has to do with facebook and, to a lesser degree, instagram, owing to their respective algorithms that arrange the content in people’s feeds, being essentially pay-to-play sites for brands.

Marketing influencer

Clearly Measured, Company workers were often asked around brand influencer.

According to the study, 54.9% of respondents said influencers are an significant aspect of their communication campaigns, while just 18.7% said they fully accepted that influencers play a critical function in media initiatives for companies.

The reality that marketers don’t clearly earmark dollars for influencer marketing could have to do with the site playing more as an auxiliary function than a separate role.

Technology Web Applications Settings

Eventually — and maybe the least unexpected result in a study conducted by a supplier of social analytics tools — 52 per cent of respondents stated they wanted social analytics software to perform their work.

Less shocking may be the styles of social media platform commonly employed by organizations.

of the respondents, 47.2 per cent said the apps are their main means of gathering clients’ social data, led by 31.1 per cent depending on third party social analytics services and 10.4 per cent manually tracking their clients’ social media.

This content was originally published here.