The Biggest Contradictions in the 2017 State of Social Marketing Report

The Biggest Contradictions in the 2017 State of Social Marketing Report

Today, Simply Measured hosted a webinar unveiling the results from our 2017 State of Social Marketing Report. The webinar served as an exclusive first look into the minds of marketers from all over the world, from industry insights to emerging trends in social marketing to the impact of influencers. With responses from nearly 3,000 social marketers from 111 countries, this was their biggest report to date.

During the webinar, Content Marketing Manager Bryan Blackburn  joined Lucy Hitz, Head of Marketing and Communications, to discuss some of the key findings from their global survey. They determined that this year was the year of contradictions. They noticed several contradictory themes in our data, including but not limited to:

Marketers Need Analytics Software, but Lack the Funds

Social analytics is a critical social media practice marketers do to gather data needed to inform future business decisions, identify which social investments lead to higher revenue, and pinpoint where (and to what extent) their audiences are engaging, sharing, and converting.

In their survey, marketers reported that analytics software was their greatest need, but a majority claim to have either limited funds or no funding at all to acquire this need. Among agencies, 40.5% of brands and 34.1% claim to have no budget set aside for social analytics software, meaning nearly 4 out of every 10 marketing teams are limited in the type of data they can collect to gain valuable insight into their social strategies.

Ad Spending Is Increasing, but Goal-Setting Isn’t Happening

Social media ad spending could exceed $35 billion in 2017, accounting for 16 percent of all digital ad spending globally, according to eMarketer. Each year, ad spending on social continues to rise, but there is a large disconnect between dollars spent and how those dollars are supporting strategic traffic and conversion goals. Put simply, marketers are spending money before understanding why or how those dollars should be spent.

Among marketers, 90.3% are spending ad dollars on Facebook, making it the powerhouse social network yet again. However, dollars are being spent across all networks. Instagram, Twitter, YouTube, and LinkedIn are also catching the eyes of marketers and acquiring a slice of the ad spend pie.

Read the full article on the Simply Measured website.