How effective is social media marketing?

Here’s the Audio for this blog:  How effective is social media marketing?
http://player.soundcloud.com/player.swf?url=http%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F13971960 How effective is social media marketing? by sharon-markovsky
So you have heard about this thing called Social Media Marketing, but you are reticent in spending any of your marketing budget for this marketing delivery method until you know that it is going to be effective.  I totally understand!  I have been there myself.

Well good news (sort of)!  In today’s eMarketer newsletter, the great folks at eMarketer and Eversave have provided us with a great glimpse into the effectiveness of social media marketing among women (most of their survey respondents were women).   

Here’s what they found:

  • Social media is great for announcing/providing a deal:
    • 75% of female social network users thought social sites were useful for learning about offers from brands.
    • Most respondents to the survey said they usually heard about daily deals in their newsfeed, from brands they follow (85.7%).
    • Friends were another big source of deal information for survey respondents (44.5%)—so getting your message in front of friends of your target market might not be a waste after all!

Ok now, before you start getting too excited…a word of caution.  This is just one study, collected for a specific purpose (skewed?  Maybe).  Other surveys, like the one by ForeSee Results put social media sites toward the bottom of online shoppers’ preferred promotional channels—at just 8% compared to 64% who thought e-mail was the best way. 

So what does this mean?  Well it depends of course!  The key takeaway for me is that you cannot depend on a social media marketing strategy alone.  You need an integrated strategy that should consider social media, digital marketing, e-mail marketing and traditional marketing–all depending upon your target market.  The Eversave research leads me to believe that social media marketing (particularly for retail offers) will be more effective when targeting women than men.

Are you including social media marketing in your marketing campaign?

Happy Marketing!

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