Increasingly close to measuring it with absolute numerical efficiency. The Return of Investment (ROI) is intended to be applied (on many occasions) to social marketing campaigns with data that are more qualitative than quantitative. Consequently, its end result is complex to convert into numbers to justify the investments made.

Sometimes some agencies and brand managers base our campaigns on the basis of an explosive idea that emerged among the creative and that surely works or worked for a certain momentum. Continue reading The web of ROI in the social media strategy →

Although Social Media is booming, there is still a great challenge in measuring its performance. It is well known that in order to succeed, one must have a presence within social networks. It is also known that “everything” can be measured in the digital domain. But not everything seems so simple and organic for the moment. Continue reading It is necessary to take a more active role in the measurement of social media →

With the irruption of social networks in our day to day many have been the companies that have turned to them and are allocating part of their resources, which in many cases is detrimental to their investment in other strategies such as SEO. This practice is not recommended, since organic search continues to be particularly active and particularly favors small and medium-sized enterprises, especially when it comes to getting new customers.

There is no doubt that search engines are still useful tools and massively used day by day by millions of people around the world. Beyond the rise of social media, search engines are still the most effective way to directly search and access the information we want to find. Therefore, what better than to highlight to take into account, some of the main reasons why SMEs should not forget about SEO. Continue reading Why SMEs should not forget about SEO? →

Users have become jealous of their privacy, it is getting harder to get their contact details. According to ExactTarget, 77% of online consumers in the United States are reluctant to provide their e-mail address. When a follower starts following a company it assumes a vote of confidence that companies do not always deserve, so that more and more users choose to abandon the brands. Continue reading What are the reasons why consumers break their relationship with brands? →

In Social Media there are no big or small; the fact that a company is small does not imply that its performance is “to walk by house”. Customers demand the same level of involvement and professionalism on the part of the brand, regardless of the number of employees it has, or the resources available to develop their presence in social networks.

For this reason, companies must take it seriously and use all the tools at their disposal, in order to develop an adequate online presence and offer a quality service through Social Media. They have to keep in mind that social networks are not a means for improvisation; here it is important to have a strategy, set goals and design actions aimed at achieving them. Continue reading Do your company’s actions on social networks serve a strategy? →

It is inevitable, customers talk about their experiences with brands. A fact that has still been accentuated by the proliferation of social networks, which bring a new dimension to what could be left in a simple commentary in committee. According to Dimensional Research, 95% of customers share their bad experiences with brands.

On the other hand, consumers actively demand information about products that interest them, which favors the fact that these negative opinions have their own public, an interested audience that takes them especially into account when making their final decision. Continue reading 95% of customers share their bad experiences with brands →

Many brands are wondering if you really need to be on social networks. They still wonder what it’s good for their brand is on Facebook, or Twitter. They even get to complain that “that” is not what they expected, that they have not yet seen benefits. Even Coca Cola went so far as to say that he did not get the Social Media accounts. This can lead us to ask ourselves an important question. Does our business really proliferate without presence or depend on social networks? Continue reading Being in social networks is an act that requires a lot of predisposition and willingness to serve →

Experian Marketing Services, has just presented the results of the first international study on effects of campaigns sending emails during the holiday season. This study includes the analysis of more than 100,000 e-mail campaigns by more than 1,000 brands in 10 markets including Australia, China, France, Hong Kong, India, New Zealand, Singapore, Spain, the United Kingdom and the United States. October and the end of December 2012.

The goal is to better understand how potential customers respond to commercial messages sent over the Internet and the similarities and differences of Internet users in different regions of the world. Continue reading How do potential customers respond to emails during the holidays? →