Every company or brand, new or old, big or small, needs a social media and mobile ad campaign. But it is nearly impossible to cover all the platforms involved in social media and mobile. In 2015, at Digital Marketing Conference, it was the topic of discussion. Hopkins and McGuire acknowledged that the marketers have to prove that they can anyhow provide sure shot ROI to the investors, but it is difficult to prove from social and mobile campaign. But the impact of such campaigns can be measured by keep 3 ROI tenets in mind, i.e.,
- Revenue generation
- Cost reduction
Here’s a video which gives an idea about , ‘how to make less noise and more signals.’
Although it is hard to measure the outcomes, but a progressive and experiences marketer would know the focus point and begin by counting the basics such as target audience, engagement, reach etc. Some organizations step-in a little early on social content and the mobile knowledge, with unguided research, hence the end result is mostly not good in these scenarios. Many of them make pages on Face book, Twitter etc., just to be on it and because people told them to, but what they don’t get is whether is working for them as a customer service tool. Due to the fall in ROI numbers, C-level people back of.
The way connecting people through mobile applications is very different from the websites. Since 2013, mobile e-commerce trend is overtaking laptops or PC’s. Therefore, it becomes equal important for the marketers to incline towards mobile metrics, may be more.
In order to create successful social and mobile insight strategy, it is important to organize the right and experienced team. Research comes first than action, which ultimately gives a good result. Remember while selecting the mediums for the campaign, always think like a customer and think how and where would you prefer finding that particular product.