Expanding advertising effectiveness: Social media advertising, unlike traditional ADV campaigns, remains quite effective. Social media platforms allow businesses to work in a highly targeted manner. The deep understanding of consumers' tastes, habits, and experiences that can be gained through analyzing their social profiles allows us to offer targeted and personalized advertising. Remarketing functions implemented on social media allow us to re-engage customers who have been inactive for some time. However, the transposition of similar audiences ( lookalikes ) allows businesses to find new prospect segments on social media who share similar characteristics and tastes as customers already at home.
Generating revenue: Social media is now a key point of contact for guiding potential customers through the funnel. Social Commerce , or the direct sale of goods and services through social media, is a marketing method that is also beginning to gain traction in Latin America. Consumers can browse and compare product offerings on Facebook, Twitter, or Pinterest (which already have this service activated) and then complete their purchase within the same network.
Social media marketing is data-driven marketing by definition. The ability to conduct A/B testing to evaluate female database the effectiveness of each message, content, or post allows for increasingly precise work to tailor content to the target audience's needs. But this is often not enough to understand whether the actions taken have guaranteed the desired return on investment.
Measuring the ROI and sales performance of social campaigns remains quite complicated, as activity on these networks doesn't necessarily translate into increased revenue, at least in the short term.
The initial objectives of a company that addresses Social Media Marketing may be to increase the brand's reputation and online presence —that is, brand awareness—or loyalty, lead generation, or Customer Experience . In this case, ROI isn't easily calculated, although most of these objectives are easily measurable through the number of shares, likes, tweets, retweets, mentions, and so on.
Sales goals are easily measurable in terms of increased revenue , but conversion goals can also be financially valued. How? By multiplying the customer's average Customer Lifetime Value (there are several online sites that allow you to calculate this) by the conversion rate (for example, the number of people who received an email and clicked on the link it contained).
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