When you are dealing with the white male, aged 50+ demographic, yes it is.
That's exactly what it is. Brand awareness sounds like Chinese to most people, but real marketers (who build businesses, not MFA sites) know what it is.
I'm not ashamed to say that some clients pay me good money to improve their social presence. I set them up on Facebook Ads, launch/manage social contests and get them laser targeted fans/followers on a monthly basis. I have all the stats to prove that I'm getting them more traffic and improving their overall visibility in the social sphere, and they're very happy with that. I tell them right from the get go that if they hope their sales will increase by XX% through social media, I'm not their guy. Social media is not meant to [directly] increase sales.
^lol that's a good article, but it's true that it's really hard to measure the ROI on social media.
I feel sorry for big consumer brands like Coke, GAP or Starbucks. How the fuck can they properly measure the results of their ad campaigns, whether it be social media or anything else? That's probably why SMM agencies fight hard for these accounts...
if you believe that the aim of all advertising is to create marginal differences in the consumer's opinions about similar products, then a proper social media campaign is probably more effective than many types of traditional placements...
...if your idea of advertising revolves around direct response methods, social is not for you.
Because anyone that knows anything about analytics can track the vast majority of this stuff. Using coremetrics, or omni, in conjunction with radian6/marketo you're able to calculate where the traffic comes from, what it's doing, engagement, returns, and and AOV from those sources.
Because anyone that knows anything about analytics can track the vast majority of this stuff. Using coremetrics, or omni, in conjunction with radian6/marketo you're able to calculate where the traffic comes from, what it's doing, engagement, returns, and and AOV from those sources.
Ok champion... let me know if your $20k/m Analytics can track this properly...
Scenario #1: (TV Ad)
I see your ad on TV, didn't buy anything... 6 weeks later I google up a keyword relevant to your business... you come up #5 in the results. I was actually about to click on the #2 result but when I saw your listing in #5, I remembered that I saw your TV commercial a couple weeks ago, so I clicked on your site instead and bought from you.
How the fuck did you track this? You probably gave all the credit to the SEO guys when most of the credit goes to the TV commercial guys for creating that brand awareness.
Example #2: (Social Media)
I've been a fan of your Facebook page for months but I never bought anything. However during a family reunion a discussion came up where my aunt was looking for a service that does what you do. I tell them about your site and how you can provide this and that etc... the next day my aunt goes on your site directly and buys... 1 week later my mom googles up your brand name and buys as well.
How the fuck did you track this back to Social Media?
#1 yep. Brand awareness will increase ctr and branded searches, which is measurable via wmt and average rankings. They can be and have been directly correlated to brand awareness campaigns. Typically, when your example happens it is not isolated but is noticeable via analytics.
#2 same answer as above, except for type-in traffic. There is a reason marketing campaigns are typically staggered. With word-of-mouth marketing, this is noticeable via social media tracking with brand chatter.
Go lookup about "interactive attribution", you'll find a number of solutions that track across the different channels (eg. seo, ppc, media, email, social, etc) to determine "who was first" and get credit for the lead. It's all enterprise type stuff but it's there.