Archive Links

Consumer Archive
CU System Archive
Market Archive
Products Archive
Washington Archive
150x172_CUEffect.jpg
Contacts
LISA MCCUEVICE PRESIDENT OF COMMUNICATIONS
EDITOR-IN-CHIEF
MICHELLE WILLITSManaging Editor
RON JOOSSASSISTANT EDITOR
ALEX MCVEIGHSTAFF NEWSWRITER
TOM SAKASHSTAFF NEWSWRITER

News Now

CU System
Measuring social media marketing impact difficult
MADISON, Wis. (12/20/11)--More than ever credit unions are using Twitter, Facebook and other forms of social media to reach consumers, as evidenced in part by the success of Bank Transfer Day. A new study indicates that while executives expect the success of every marketing campaign to be measured, it is more difficult to quantify electronic marketing.

About 82% of executives surveyed said they expect every campaign to be measured according to the "2011 State of Marketing Measurement Report," a survey professionals conducted by Ifbyphone (eMarketer Dec. 16).

Yet, in breaking down the different marketing types, only 47% of U.S. marketers believe they can effectively measure the return on investment (ROI) of e-mail marketing. Other types of marketing saw even smaller percentages. For social media marketing, only 26% of marketers think they can effectively measure ROI.

About 62% said they track an overall net increase in sales to measure the success of marketing programs. Also, 57% look at the number of new customers acquired, 39% track the number of new leads generated, 33% look for an increase in customer retention and 33% measure a quantified increase in awareness.

The tools they used to measure marketing campaigns include Web analytics, cited by 48% of respondents; e-mail marketing software analytics (47%); leads from contact forms (38%); and social media monitoring (30%).

Among the marketing types for which respondents believe they can effectively measure ROI:

  • E-mail marketing--47% of respondents;
  • Direct mail--41%;
  • Online ads--40%;
  • Print ads--34%;
  • Trade shows--28%;
  • Social media--26%;
  • Search engine optimization--24%; and
  • Public relations--18%.
Measuring which keywords drive either the most clicks (40%), the most online conversations (40%) and the most phone calls (37%) were cited by marketers as challenges.


RSS





print
News Now LiveWire
Maine credit unions put Food Mobile on the road to relieving hunger in rural areas http://t.co/R0xpt6BAZE
9 hours ago
.@TheNCUA's Matz: PALS should be exempt from Military Lending Act proposal #NewsNow http://t.co/Vy9uNhOIEr
10 hours ago
#NewsNow Iowa loan growth 3 times national bank rate http://t.co/fUvudPLg5d
12 hours ago
.@ICBA tallies its Home Depot data breach costs: $90M, 7.5M cards http://t.co/iJgRDC2AKZ
14 hours ago
.@icul's Jury elected treasurer of @WOCCU exec committee http://t.co/HEF1UChN8f
14 hours ago