News on Social Marketing, according to Brafton: according to Ifbyphone, 47% of businesses using email marketing say they do not struggle to measure the results of their campaigns. However, 24% of the same respondents reported that the ability to gauge the value of SEO marketing campaigns and 26% for the marketing strategy of social media.
Web marketers find it difficult to measure the success of a campaign even with the popularity of these three channels. Decision makers are not easily impressed by metrics like improved traffic and lower bounce rates. However, the association of these three channels merits attention, with the increase of web leads and conversions.
According to Irv Shapiro, CEO of Ifbyphone, “Businesses can only get better at marketing if they are held accountable for improving upon what didn’t work in the past.”
“We need to determine the root cause behind this sentiment and whether it’s a lack of education in best practices, or rather a gap in leadership and mentoring,” he added.
Using web analytics tools help companies provide insight and inform strategic decisions with regards to these campaigns.
Brafton reported that Google recently announced the company’s development of a social media marketing service to measure off-site interactions that is already being integrated with Google+ and Digg.
Read more at Marketers want more SEO and social metrics in 2012
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