Earlier this year, social analytics company Simply Measured released its 2017 State of Social Marketing Report. The report released insights from social marketers around the globe. The report confirmed some emerging trends GMS is seeing through our extensive social marketing efforts for our clients. It also revealed contradictions many clients are struggling with as they navigate the social media marketing landscape.
The top three contradictions revealed:
- Marketers need analytics software, but lack the funds. Marketers reported that analytics software was their greatest need, but a majority don’t have adequate funding to acquire it. Nearly 4 out of every 10 marketing teams are limited in the type of data they can collect to gain valuable insight into their social strategies.
- Ad spending is increasing, but related goals aren’t being set. Social media ad spending could exceed $35 billion in 2017, but there is a large disconnect between dollars spent and how those dollars are supporting strategic traffic and conversion goals. Only a small number of marketers (31%) have web traffic or conversion goals to place business value on social advertising.
- Influencers are valued, but not budgeted for. Almost 20% of brands strongly agree that influencers play a vital role in their social strategy. More than 76% of them, though, say they have no dedicated budget for influencer marketing.
GMS partners with Simply Measured to provide the latest analytics for our clients. With these startling facts in mind, having the experience and know-how of the GMS social team working for you is more valuable than ever. We can help you set goals, measure results and integrate valuable relationships to leverage your investment.
Call us today to start the conversation about getting rid of the contradictions in your social marketing program. We’d love to work with you.