There is a lot of chatter how social media is no longer a wise decision for businesses to partake in. Some Brands dedicate a lot of time to social media but the return on investment just isn’t there. This certainly holds true for many B2B type businesses, but it is not the case when it comes to e-Commerce companies.
Great online brands combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty. This means user experience is not just a practice or a process—it is a philosophy.
According to “Work horses and dark horses: digital tactics for customer acquisition” social spending is set to increase, but we discern some buying on faith with social. More marketers plan to spend more on social media marketing than any other digital tactic. But when we asked marketers to describe their perceptions of social media marketing, more marketers agreed with the statement “It is difficult to prove ROI for social media marketing” than with any other statement. Stupid is as stupid does.
When looking at your social media monitoring strategy, note that your brand/company mentions on social will likely not come from social’s biggest players. Social monitoring website Mention analyzed over 1 billion social mentions from the past two years, and in their analysis they found that 91% of mentions come from people with fewer than 500 followers.
According to the Harvard Business Review; When we are silent, we are hurting the outcome. You see, minority viewpoints have been proven to aid the quality of decision making in juries, by teams and for the purpose of innovation. Research proves then even when the different points of view are wrong, they cause people to think better, to create more solutions and to improve the creativity of problem solving. The key question is who out there is ready to stand up and say “this is bad marketing” or “this is not going to meet our business objectives?”
Meeting customer expectations is one of the three most important reasons that an organization has to adopt digital applications according to a new report that I just read. That statement, in my opinion, is wrong. Every brand has to not only meet consumer expectations they have to exceed them to keep customers loyal. However before you can exceed expectations you need to know exactly what expectations consumers have for your brand.
I was surprised to read this week that the Wall Street Journal was laying off editorial staff in addition to digital marketing people already let go earlier this year. If content is king it really makes no sense to lay off staff who can write that content and integrate it online. To attract visitors and increase your subscriber base, it’s essential to provide content that both informs, educates and keeps readers coming back for more. To cut staff is both throwing in the towel and making a strategic mistake at the same time.