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Marketers undervalue social media impact

Anushkar Mohinani | March 23, 2012
A new study indicates that marketers undervalue social media’s impact on website traffic.

Findings from the second Adobe Digital Index report have indicated that marketers undervalue the impact of social media by nearly 100 percent.

The study evaluated how marketers measure the impact of website traffic from major social media sites, including Facebook, Twitter, Pinterest, Tumblr, Blogger, YouTube and Yelp. Adobe analysed more than 1.7 billion visits to more than 225 U.S. companies’ websites in the retail, travel and media industries, concluding that marketers significantly underestimate the value of social traffic.

The analysis showed that the last-click attribution models typically used by marketers underestimate social media’s value, suggesting that marketers need to consider new attribution models.

According to the key findings of the report, the use of last-click attributions may cause marketers to undervalue social media’s website impact by up to 94 percent. First click attribution showed social media’s value to be nearly twice as high.

“The difference between last-click and first-click is significant and has the potential to change the way companies allocate social media budgets,” said the company in a media release issued today (23 March 2012).

“As an industry, digital marketers have been quick to add social media to the marketing mix, but have perhaps not considered new and better ways to measure this complex channel. This study shows that marketers tend to default to traditional direct measurement models. Better measurement of social marketing will lead to better ROI,” said Aseem Chandra, vice president, product and industry marketing, digital marketing business, Adobe, in the statement.


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