A report from Strata found that businesses are still struggling to measure the efficacy of their web marketing campaigns. However, the figures show that more companies understand the value of new media marketing with 48 percent naming data interpretation as problematic in the third quarter, compared to 54 in the second quarter.
Businesses combining social media marketing with other components to develop an effective integrated marketing strategy often see website traffic increase substantially, but online conversions rise at smaller rates. As such, companies often struggle to see this as success. However, Strata’s report demonstrates that those who continue to invest often see improved results.
Others, especially businesses that avoid new media marketing, use their struggles to determine ROI as reason to decrease or cut their investment altogether. As an increasing number of prospects begin using social media and rely on search to find information on new products and services, the businesses that effectively implement these channels are those most likely to profit from the web’s growth.
One channel likely to see rapid growth is content marketing, as businesses in countless industries begin to view the creation of original, compelling content as a good way to improve their websites. Brafton reported last week that technology companies are being especially aggressive in their adoption of targeted content marketing plans.
