How Marketers Can Keep Brand Fans on Board. Social media marketers who have successfully attracted fans of their brand to their Facebook or Twitter page have only just begun their real task: keeping those fans interested and engaged, and hopefully turning them into advocates on the brand’s behalf.
According to a September 2010 survey by social media marketing agency Cone, incentives remain the biggest draw for consumers connecting with brands online. New-media users expect deals, but also look for brands to help solve their problems and get their feedback on products and services. Technology Review: When Digital Marketing Actually Works. What do you get for your digital-marketing dollars?
Figuring out how much revenue or brand value companies are generating from their investments in digital media seems to be getting more and more complex. While it’s simple to measure click-through rates on the Web, impressions on mobile devices, tweets on Twitter, and “likes” on Facebook, the business impact in the real world is notoriously difficult to quantify. So as marketers “spread their spending over a widening set of digital options,” says Chuck Richard, vice president of Outsell, a research firm based in Burlingame, California, “they need more accountability.” Marketing: Ad Age Tries Out Shopkick, Collects Kickbucks - Advertising Age - Digital.