[caption id="" align="alignleft" width="260" caption="What marketers see when a person "likes" a page"]
Here are some highlights from several articles of eMarketer.com Digital Intelligence that prove that many marketing agencies aren’t taking social media seriously. Businesses need to be vigilant in finding a firm that does.
"Marketers Analyze What It Means When Customers ‘Like’ Their Pages"
Customers expect exclusive content, discounts, promotions and updates from companies they “like”, but marketers see “liking” in a different way. Both groups were questioned in a study quoted in eMarketer.com article on December 21, 2011 at http://www.emarketer.com/Article.aspx?-id=1008745&R=1008745.
The study conducted by the CMO Council and social CRM firm Lithium asked both groups what it meant when a customer “liked” a brand online. The customers were clear on what they expected.
Of the marketers 57% thought that a “like” meant the content on site was agreeable, and 41% thought it meant customers wanted to be heard. Only 33% thought customers were looking for incentives or rewards for their “likes.” Here’s a statistic to think about—only 24% of marketers thought that a consumer’s “like” meant they were a loyal customer. This is probably the truth since not all Facebook fans are loyal customers. Were the loyal customers getting what they wanted from the fan page?
As for the value of social media, 55% of the marketers surveyed said that social media improved customer listening, engagement and conversations while 55% said it opened new avenues to gather marketing insights.
Would you go to a marketing firm of the 45% who don’t think social media improves customer engagement? Or would you want to go to any of the marketers who don’t consider the customers’ expectations of content, discounts, promotions and updates?
"Agencies Say No to Social Media Ads for Lead Generation"
Why would a business trust an ad agency to help the business with social media management when the marketing agency doesn’t use it for itself?
In article in eMarketer.com on December 7, 2011 at http://www.emarketer.com/Article.aspx?R=1008723m digital marketing agency lonelybrand asked marketing agency senior executives about their own use of social media and only 17% said they used it.
Facebook was the most popular social network for advertising because of its broad user base. Of all agency respondents who use social media the largest amount used Facebook. No wonder most of the marketing firms are so gung-ho on Facebook. They understand it best personally. What could they accomplish for their clients if they used all the social media together?
"2012 Trends: Video Leads Online Ad Growth"
What else do marketers see as the best thing since sliced bread? Video advertising is, as stated in the article on November 29, 2011 at http://www.emarketer.com/Article.aspx?R=1008709&utm_source=IABSmartBrief&utm_medium=TextRelease_VideoAdSpend&utm_campaign=IAB0508&aff=IABSmartBrief.
One of the drawbacks of video ads is the high price. But these will be mitigated by the fact that more video is going to be user-generated so publishers can better monetize it with ads. Another plus is that video ads will be personalized and targeted.
People have been using video since the 1990s as cameras grew smaller. Who would have thought that advertising firms would finally realize that video could be used for sales?
BroadVision Marketing is a Marketing Agency helping business owners and professional service providers to attract all the clients they need. BVM works with them to put in place specific marketing strategies – offline as well as online – that secure a consistent flow of new clients.
What has been your experience with marketing agencies? Has it been what you expected?
Related articles
- Social Media: A Must Have or an Add-On? (marketingpilgrim.com)
