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Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

Get it on Amazon (Kindle/Print)
 

Social media marketing ROI examined

Marketers are now investing significantly more in their social media efforts, with increases of 6% - 18% being predicted in marketing budgets within five years, according to B2B marketing tools provider Alinean.

The company's latest research found that a good ROI from social media marketing tends to be driven by the achieved 'level of engagement', and that engagement can be driven by a set of best practices the company calls the 'Social Media Hierarchy of Needs'.

The level of social media engagement - that is, the level of ability to attract and dialogue with followers, advocates, influencers and readers - drove the capture of new prospects, improved existing customer loyalty and provided a platform for collaborative innovation.

These engagements eventually led to incremental revenue opportunities and cost savings, the key benefits in the realisation of ROI.

"Our research looked at engagement success and how it led to tangible benefits and ROI, revealing that marketers who implemented a layered, hierarchical set of engagement best practices, including content, campaigns, monitoring and collaboration, achieved superior ROI results," explained Tom Pisello, chairman and founder for Alinean.

Pisello's resultant 'Social Media Hierarchy of Needs' includes:

Along with the hierarchical tiers, the research indicated two key additional supporting best practices, highlighting the importance of:

  1. Measurement of social media metrics, benefits and success;
  2. Integration of information, such as lead nurturing and CRM, and processes, such as centralising and coordinating governance and resources.

"In order to drive the most effective engagement and the highest ROI from social media efforts, marketers need to implement each successive tier of the Social Media Hierarchy of Needs," concluded Pisello.

The company's full Social Media ROI white paper and research findings have been made available for free download from the Alinean web site - click here.


Sources: Alinean /
The Marketing Factbook.
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  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark