So much for social ROI. Yesterday, the New York Times ran an op-ed debating social media marketing’s ability to deliver sales in comparison to other forms of advertising (for example, traditional search or email marketing).
A recent Forrester report stated paid search matters most for new customers, email matters most for repeat customers, and social tactics are not meaningful sales drivers. Correlating this data, ExactTarget surveyed more than 700 consumers (ages 15+) in its 2012 Channel Preferences study, and 77% responded that email was preferred over social media for communications for promotion offers.
Opt-in email and click throughs driven by paid search represent private acts of engagement that occur deeper in an online sales cycle.
While the linear sales cycle has been disrupted by online media in the past ten years, buying still represents a process.