Although agencies generally do have objectives for the total campaign, these are not always translat into specific KPIs for social mia. This is not only evident from our own qualitative research among Utrecht and Rotterdam marcom agencies. It is in line with the entire Dutch and Belgian professional practice. According to a recent study by Het Platform Content (in collaboration with Hogeschool Leiden and the Belgian CUSTO) among almost two hundr Dutch and Belgian marketers and communic telegram data ation professionals, 52% have formulat KPIs, but only 35% always measure afterwards whether the objectives have been achiev. Fifteen percent use leads and 3% use turnover as an indicator to measure the effectiveness of content.
The current situation in the US
In the Unit States, we see a similar picture bas on the CMO Survey February 2017 by Deloitte (and others) among almost four hundr top marketers of profit companies. The expectations are that the marketing budget for social mia will increase by more than 40% in the next 5 years, while social mia is only moderately integrat with the marketing strategy (an average of 4.1 on a seven-point scale). The impact of social mia on the company can be substantiat by only 18.4%, although 38.2% say they have a good qualitative feeling about the impact.
According to the marketers ask, the use of social mia does not contribute sufficiently to business performance (an average of 3.2 on a seven-point scale). According to the Internet Trends 2017 study by Kleiner Perkins among three hundr and fifty social mia advertisers, advertisers like engagement metrics. 61 percent call measuringThe europe email current situation
ROI the biggest challenge, in addition to obtaining
If concrete objectives are us to measure the impact of social mia, the metrics are often about the number of likes and retweets, followers and fans. This is also in line with international research: “ 80% of US-bas client-side marketers measure the effectiveness of their social content, with social mia metrics such what does your target group want to read? as ‘likes’ being the most common measure ” (Ama.org, pdf). But how relevant are these metrics for achieving the marketing objectives? Forbes and others therefore also characterize them as ‘ vanity metrics .
