For years you’ve heard that you can’t measure social media’s return on investment (ROI). I’m not sure if people say this to discount social media’s value or because they’re afraid to adapt to a new marketing model. Perhaps it’s a little of both.
Marketing Charts recently outlined a new report by the Platt Retail Institute, conducted in association with the American Marketing Association. The report compares marketers’ rankings of various channels’ budget allocations against the channels’ perceived importance and ROI. The study reveals that of the 11 channels identified, social media marketing ranks fourth in both current importance and ROI, but only ranks sixth in budget allocation.
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