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SOCIAL MEDIA MARKETING

Afraid of social media but tempted to try its marketing potential?

 

WEB LISTENING (LISTEN & ACT)

Have you ever dreamed of knowing what people are saying about you and understanding how they are sharing opinions ?


WEB MONITORING METRICS & MEASURES

Did you know that you can listen to what they’re saying about you on the web and measure the results of your social media marketing actions?


WEB INTELLIGENCE

Did you know the Web is a powerful source to establish and manage the relation with your customers and prospects?


 

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Tag >> brand engagement
web monitoringSocial Media Marketingqualitykpibrand engagement 23 Jul 2009
Quality versus Quantity by Alex.Giorgi Comment (0)
For marketing managers, talking about measurements of ‘quantity' in reference to social media marketing campaigns or the web in general is certainly easier, not to mention less uncomfortable, than talking about ‘quality'. But if you think about it - particularly in connection with social media marketing - measuring quantity in terms of the number of clicks or impressions says very little in terms of the results of a campaign. Put simply, they can give an indication of the volume that a campaign has produced but certainly not a measurement of how effective it has been. A recent Forrester research study revealed just this: marketing managers still rely more on measurements of quantity rather than quality. The reason is obvious: it's easier and more tangible to measure clicks and impressions. The Forrester research study also indicates, however, that growing numbers of businesses are moving towards KPIs that measure the brand engagement of users and brand advocacy in conjunction with more traditional quantitative measures. Only by adopting KPIs for their marketing campaigns that take these qualitative aspects into account, therefore, is it possible to determine their effectiveness. In short, clicks no longer count!

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