POST SUMMARY: [inlinetweet prefix=”” tweeter=”” suffix=””]Fully 92% of Americans ignore at least one type of ad, including: Online – 82% T[/inlinetweet]elevision – 37% Radio – 36% Newspaper – 35%. The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.
Marketers are going to spend a lot of time and effort trying to determine the ROI of social media, when instead, they should just accept the fact that social media is an integral part of any brand marketing.
Measure, even if we can’t measure. That seems to be the direction in digital marketing today as vanity metrics, such as shares or likes, don’t directly contribute to the bottom line. Yet marketers will spend a lot of time and money to prove to management that digital marketing is an essential part of any brand strategy.
Does it really matter how many social media followers you have or how many people actually saw your commercial? It depends but more research seems to indicate that the answer to that question is “no”.
There is some lopsided thinking out there. There is a “belief” that just because a consumer becomes a customer of your brand that they want to have a relationship with you that extends beyond the 4 P’s. For a lot of brands this just isn’t true. Just because I like pudding doesn’t mean that I want to have a relationship with you on Facebook.
Social media is taking up a bigger portion of marketing budgets, but few companies said they have been able to quantitatively measure its impact. Despite the increasing investment in social media, it’s still difficult for marketers to quantify their return on investment. Only 15% of marketers in the study said they can show the impact of social media on their businesses using quantitative approaches, while 40% of marketers can only demonstrate the impact qualitatively. Nearly half of marketers said they haven’t been able to demonstrate the impact of social media spending on their business at all.