Too many social media campaigns are small-scale, short-term and lack proof of effectiveness
By Gordon MacMillan, brandrepublic.com, Monday, 28 January 2013 09:26AM
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.Follow @@gordonmacmillan
This article was first published on brandrepublic.com
- Marketing Manager Fidelity Worldwide Investment Dependent on Experience, Surrey
- Graphic Designer/ Artworker Michael Page Digital Negotiable, South East England
- Group Account Director Twist Recruitment £60000.00 - £70000.00 per annum, City of London
- Account Director Gemini Search £200 - £300 per day, West End
- Portfolio Executive Institute of Customer Service 28,000, London, SE1