Too many social media campaigns are small-scale, short-term and lack proof of effectiveness
Unilever, P&G and Kraft are the "most social" brand owners. However, too many social media campaigns are short-term and low-budget and are still failing to quantify their impact on sales, market share or other financial metrics, according to a new report.
The report from marketing information service Warc argues that marketers need to apply the same seriousness to planning, budgeting and measuring campaigns with a social media element as they do to more traditional campaigns.
However, this is despite metrics remaining hard to quantify in many cases.
Marketers across a range of sectors, from charities to banking, came together to conjure up some ideas for the way the future of Transport for London's customer experience might look under their stewardship. Moshe Braun, business director at customer experience consultancy WAE, which hosted the event, examines the results.