Social Media Unfavoured for Marketing ROI

The latest survey by the Chartered Institute of Marketing has found an increasing number of businesses are using social media but are struggling to identify its overall value.

1,500 companies from around the world were questioned including both consumer and B2B companies. As Management Today reports, 67% of B2B companies are using Twitter and 64% are integrating LinkedIn while under half of the businesses are using Facebook. Although these figures suggest that social media is being considered an important marketing tool, many of the businesses in the survey have not been able to prove the ROI. More than 1 in 5 were not convinced that it helps to create new enquiries while only 23% thought it was proving useful for finding prospects.

This survey suggests that social media can be effective but needs to be used in conjunction with traditional media and not relied on to generate customers. A more valuable way to do this is through specialist marketing automation software, which can help businesses to pinpoint prospects. Profunnel’s email marketing solutions can increase leads directly into a sales team's inbox and alert the team not only of emails being opened but also clicks on a website so businesses can clearly see the activity of their database and efficiently act on warm leads.

Visit Profunnel for more information on email marketing automation.