Marketers are typically focused on measuring the results of their investments in promotions. This measurement process has been difficult for many organizations that engage in social media. And, other marketers have had a tough time measuring the offline benefits of their online ad investment but new research shows these efforts are paying off.
When researching consumer behavior for the Beyond the Click survey, ACTIVE Network analysts wanted to measure the offline behavior taken after online engagement. In this study, analysts complied data from 500 consumers. These consumers all use at least one of the major social platforms such as Facebook, Twitter, LinkedIn, Google+ or Pinterest. At least 50% of these consumers took offline action as the result of their activity on most of these platforms. The most common actions taken include “contact a person directly, attend an event and participate in an activity such as a sport or a class.” Facebook is the top platform linked to people saying they had in-person meetings or contributed to a cause. Not surprisingly, LinkedIn is a key driver for job changes.
Similar behavioral changes can result from consumer interaction with a mobile app. Consumers are downloading these apps and using them to improve health, knowledge or appearance. At least 44% of smartphone users fall into this category.
ACTIVE Network analysts remind marketers that the impact of a social media campaign or digital advertising program has more value than the standard click metric and “the economic value to a business” is difficult to measure. In some cases, these invesments may be undervalued.[Source: Beyond the Click. ACTIVE Network. 28 Nov. 2012. Web. 14 Dec. 2012]