The ANA compared the numbers to those from 2007 and 2009 and found that the popularity of SEO and social marketing has grown consistently. However, some have found that the increasingly competitive space makes it difficult to maintain effective campaigns.
A number of marketers and industry organizations have tried to develop specific metrics to gauge the value of these initiatives. While it can be difficult, Brafton reported that a study from Crimson Hexagon and New York University’s Stern School of Business found that a strong social presence increases in-store traffic substantially. Additionally, using SEO and social media to lead to pages containing calls to action can help businesses boost conversions.
“The ANA survey indicates a strong willingness by marketers to integrate innovative new approaches into their marketing mix; however, this enthusiasm is tempered by concerns regarding the return-on-investment of these emerging options,” Bob Liodice, president and CEO of the ANA, said in a release.
Assessing the value of social media marketing recently became a little easier. Brafton reported that Facebook has launched Insights, a series of tools that measure the traffic and conversations a brand receives on its Facebook page.