The Future in Social Media Measurement

  In a recent interview done by Event Marketer, Oracle’s Content Marketing Director Paul Way shares his predictions on what’s next in social media measurement. More from this chat here. As Way explains below, Adobe’s main focus is to “measure the level of conversation around a particular topic prior to us [Adobe] doing a campaign and actually looking at that same thing after the campaign is over to try and determine how we moved the needle on that topic and that our company.”  Just last month in the February 2016 edition of The CMO Survey, it was discovered that social media spend will account for 20.9 percent of marketing budgets (10.6 percent currently) across industries in the next five years. However, there is room for performance improvement as 40 percent of marketers state that social media’s contribution to their organization’s success has been “below average.” “The findings show that while social, mobile and analytics spending is on the rise, they’re falling short when it comes to boosting the bottom line,” said Deloitte CMO Diana O’Brien. “It’s clear that more data doesn’t always equate to more insight, and new technology has no intrinsic value to marketers unless it helps a company better understand its customers and enhances the customer experience.” Pie Chart Courtesy: Duke’s Fuqua School of...

In a recent interview done by Event Marketer, Oracle’s Content Marketing Director Paul Way shares his predictions on what’s next in social media measurement.

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How to Attract Millennials to Branded Events

With traditional marketing not being as effective as it used to be, companies are now embracing experiential marketing as a way to connect with their customers. According to Forbes, there are 80 million millennials in America alone with $200 billion in annual buying power. It’s no surprise that targeting millennials is becoming an essential marketing strategy for many companies. Splash, a company that specializes in experiential marketing software, mined its data for trends among millennials who attend branded events. “The brands winning over the millennial generation are delivering experiences, not just things,” said Ben Hindman, co-founder, CEO of Splash. “The savviest marketers understand the crucial link between events and brand loyalty—particularly when it comes to millennials. If you’re not creating experiences and memories, you’re not building anything.” Below are three key highlights of their findings: 40% of millennials said if a company event’s page is ugly, they wouldn’t even go to the event 47% of the main reason for millennials to attend an event is for “free stuff or swag” Top three favorite choices of swag: Branded water bottles T-Shirt with the company’s logo Branded hat/cap 92% of millennials said that they’d be open to receiving a personalized email offer, coupon or loyalty reward from the brand following an event For more statistics and full story visit AdWeek. Illustration Courtesy: Carlos Monteiro /...

With traditional marketing not being as effective as it used to be, companies are now embracing experiential marketing as a way to connect with their customers. According to Forbes, there are 80 million millennials in America alone with $200 billion in annual buying power. It’s no surprise that targeting millennials is becoming an essential marketing strategy for many companies.

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