When you make enough trips around the sun – not to mention journeys across the “blogosphere” – you start to get to a point where little to nothing shocks or surprises you anymore.
But even though we’ve been around the block a time or two, a blog post in MarketingCharts left us shaking and scratching our heads a little bit.
The blog post cited the results of a survey from Social Media Marketing University – a survey whose results earned the ominous title of:
“Brands Still Struggle to Measure ROI on Twitter.”
That’s because, when asked primarily how they use Twitter as a marketing tool, the vast majority of brands surveyed responded “increase brand awareness.”
And when we say “vast majority,” we mean…
A whopping 79.4%. Or nearly 8 out of every 10 survey respondents.
That alone amazed us enough. Then, we scanned down from the top…to the bottom.
And we read the lowest-rated survey response when it comes to brands’ uses of Twitter as a marketing tool:
Clocking in at just…
A middling 24.4%. Or not even 1 out of every 4 survey respondents.
These findings align with recent research from advertising industry mainstay AdAge, which discovered that brands advertising on Twitter were primarily doing so not to generate leads or sales – but rather to “increase brand awareness.”
Yikes. And then some.
Here at the official blog of Fang Digital Marketing, we’ve said this before. But we also firmly believe it bears repeating:
You don’t “build the brand” or “build awareness” simply just to do so in and of itself.
You perform exercises like this in order to increase sales. Boost revenue. And meet any other items on your company’s list of Key Performance Indicators, or KPIs.
Because KPIs always have been – and always will be – far more valuable and vital to your business or brand’s success than any kind of diagnostic metrics like “awareness.”
Put simple, awareness and branding aren’t clear-cut, end-game goals for your company. Or at least they shouldn’t be such.
Instead, they’re advertising goals. Advertising goals that are worth striving for when you can’t tie your actions directly to sales.
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