An article over at at e-marketer shares the results of a survey undertaken by King Fish Media which reports that 86% brands are planning on creating original content with which to engage their audience, with 74% believing it to be more effective at generating ROI than traditional advertising.
In addition to this, brands now believe the best ways to communicate with prospective leads + customers are their corporate website (75%), social media (73%), custom content + media (70%) + face-to-face events (69%).And in line with this, e-marketer + almost everything else I've read today (in particular) seems to talking about the importance of measuring the ROI of social media. And not just the non-financial intangiable return, or even against digital sales; but most importantly how we can measure its impact on offline sales.
Olivier Blanchard talks about this at length over here. And Coca-Cola's Carol Kruse shares a little about their aggressive digital plans for the future + how they plan to measure its affect on sales over here.
