Social media marketing – additional information
Social media marketing is increasingly being used in business to attract attention and gain website traffic. An examination of the digital marketing spending in the U.S. from 2014 to 2019, broken down by segment reveals that social media is an area of marketing which will receive heavy investment in the future. In 2014, spending on social media marketing in the U.S. totaled approximately 7.52 billion U.S. dollars. By 2019, this figure is expected to rise by almost ten billion to 17.34 billion U.S. dollars.
The strategies in place to measure the success of social media marketing are complex and not often easily identifiable. In January 2017, 5.7 thousand marketers were asked; ‘Do you agree with the statement: “I am able to measure the return on investment for my social media activities?”’ The results showed that 37 percent were uncertain about their ability to measure return on investment, 20 percent disagreed that they were able measure socila media marketing's ROI and a further five percent strongly disagreed that they were able to do so. These results indicated that more needs to be done to provide and teach marketers about assessment criteria when it comes to social media.