Marketers ‘stuck in comfort zone’ amid continuing focus on clicks, shares and likes
Marketers are still not measuring the performance of their digital advertising strategies in any meaningful way with the ongoing failure branded “incredibly frustrating” by the Chief Marketing Officer Council.
CMO Council chief executive Liz Miller said she “rolls her eyes” when hearing of the metrics still being used to gauge the success of a campaign.
Marketers talk a good game and are demonstrating “bravado” but ultimately they are “stuck in their comfort zone” and continue to fall back on clicks, likes and shares, she said.
Injecting marketing into social media platforms runs counter-intuitive to providing users a good experience.
In other words, once you lot show up, the lead punters flee and eventually take everyone else with them.
Facebook’s the best example of the moment. Accounts are closing at an unprecedented rate while the advertising ramps through the roof. Have fun marketing to each other.
You can have bucketloads of likes, shares and clicks, but unless those likes, shares and clicks result in quality online comment and conversation with your customers and their wider social media network it’s all for nought.
… naught even!
Everybody referenced here is on the same drugs, just a different dosage.
The only value any advertising anywhere has is on sales – short term sales or long term sales. The problem is, nobody can accurately prove the impact of advertising on sales, so we invent intermediate measures that we think/hope/believe are de facto representatives of sales.
Totally agree, for as long as marketers are talking about clicks, likes, conversations, moments or engagements they will never be taken seriously at a senior/board level
Agree they’ll never be taken seriously at senior/board level as the majority at that level have absolutely no idea about how to use social/digital media properly, let alone how to value it.
There are 2 types of marketers. One that approaches everything from an abstract theoretical place and sees their role as an opportunity to experiment with the clients budget. The other one personally takes responsibility and ownership of the survival and growth of the clients business. Unfortunately most marketers fall into the former category.
Unless the social media posts:
A. Moves Product.
B. Retain existing customers.
It is an exercise in futility.