According to a 2012 study by Econsultancy, social media engagement proved to be the most exciting digital opportunities for marketers during the previous year. The study, which saw 54 percent of respondents—consisting of company marketers and agents—considered social media as the online marketing opportunity they’re most passionate about, rating it ahead of three digital opportunities.
- Mobile optimisation at 38 percent
- Content optimisation at 37 percent
- Conversion rate optimisation at 31 percent
- Brand/viral marketing at 27 percent
- Video marketing at 24 percent
Social Media Considered a Top Priority
Surveyed marketers also noted that for the year 2012, social media marketing would be included in their top three priorities. In fact, social media engagement, along with content optimisation, topped the list at 39 percent. This was followed by:
- Brand/viral marketing at 32 percent
- Mobile optimisation at 29 percent
- Content marketing at 29 percent
Passion Not Translating to Revenue
The same survey however, shows that while social media marketing is a high priority and engaging point of discussion, marketers still can’t figure out how to make it effective when it comes to generating revenue. Among the companies and agencies who participated in the survey, close to half admitted that while social media has added new goals and programs to their marketing schemes, it hasn’t generated much revenue to support new hires.
However, if used correctly, social media can provide a platform for business growth and networking at a convenience. The use of blogs and social networks, for instance, Facebook and Twitter, companies can market a new product or offers directly to their intended market. But, it is imperative that any message sent via social media needs to convey a strong and meaningful message or else it will be seen as ‘junk’ and become irrelevant.
What Will the New Year Hold?
With 2013 upon us, we at Enform believe that the time is ripe for social media to finally become a real income-generating platform for companies looking to expand their online presence. We earlier reported a disparity between the goals of brand marketers and what consumers wanted from brands, and we think the two camps will finally see eye to eye this year.