SUMMARY: According to the Nielsen CMO Report CMO’s are planning increase spending on social media even though social media marketing is both hard to measure and is “dead” as consumers turn away from organic social media posts.  However, a closer look at the data indicates that marketers are including social media advertising as social media marketing.  This is a huge mistake.

Social media marketing is dead.. social media advertising is not

If I had to sum up a theme for new marketing it would be “quality over quantity”.  Too many marketers are still obsessed with numbers especially numbers that don’t mean a whole lot like impressions, reach, frequency and number of people that like your brand on Facebook.  Now don’t get me wrong Facebook has a substantial number of users but I would rather have 10 people on Twitter who talked with me than 100 on Facebook who “liked” me.

Spending on digital channels continues to rise. [inlinetweet prefix=”” tweeter=”” suffix=””]At the end of 2016, global spending on digital advertising was set to top $180 billion,[/inlinetweet] according to Magna Global, which projects double-digit growth through 2020.  Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.