Research Shows Social Media To Be An Effective Marketing Tool

Posted by Koleen Singerline

Feb 8, 2012 4:45:00 PM

[By Sarah Faglio]

Technologically AdvancedIn our technologically advanced society, it is surprising to see that not all companies are taking advantage of how the Internet could have a significant impact on their marketing campaigns.  Social media platforms, such as Facebook, Twitter, LinkedIn, and Google+, have changed the way we market products or services to our target audience.  Blogging has also become a new social media trend that can draw in attention from qualified leads to a company's websites.  With a higher ROI than traditional marketing methods, inbound marketing has shown to be a true asset to companies looking to make the most out of their marketing campaigns.

The Software & Information Industry Association (SIIA), the principal trade association for the software and digital content industries, released survey results in "Marketing in Today's Economy" paper.  The survey was completed by over 100 marketing executives in North America and focused on their use of email, mobile marketing and social media to build their brands, gain leads and improve customer support.  Results showed a gap between attitudes toward social media and investment in social media.  About 90% of the marketing executives admit to using social media marketing and 75% believe that it has a positive impact on their businesses.  However, about 54.5% said that their company's marketing team spends less than 10 hours per week investing in social media, in addition to 35% admitted to only spending between 1-5 hours a week on social media marketing.

ROIThis research shows that social media has becoming a widely used marketing tool.  However, many feel that it is not helping their business which may be due to the fact that they are not dedicating the necessary resources to get the results they want from social media marketing.  Setting up company pages on social media platforms is not enough to see results from the tool.  In order to make use of these strategies effectively, companies need to be active users and spend more time investing in these communication tools. 

Social media marketing shows to have a lot of benefits to those companies that use them effectively to draw in their target audience and qualified leads.  It helps companies develop an online presence, which contributes to them being found online through search engines and social media platforms.  However, setting up a company page is not enough to generate interest in your company online.  When marketing departments use social media to share valuable information on a consistent basis, they are using social media to its potential.  Therefore, it is important for your company to stay active in social media communities to be able to see the valuable outcomes of these inbound marketing strategies.  Social media is a valuable marketing resource for companies only when it is used efficiently through sufficient investment of time and energy put into developing content to share.

Topics: Social Media, Inbound Marketing, Marketing Communication, Blogging

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