Clicks Don’t Always Stick

In a recent survey of marketing executives from 120 companies garnered some interesting results. The report’s author, Forrester senior analyst Emily Riley wrote in the report that “Brand marketers gravitate toward metrics that measure quantity, not quality.” Essentially, they are still relying on click rates for measurement.

This may have worked five years ago, but it’s outdated and deceiving. Interestingly enough, the marketers rated themselves with an average score of 4.5 out of 10 in regards to the ability to measure the effectiveness of a social media campaign. So at least there are some self aware deficiencies, but that doesn’t solve the problem. As social media marketing develops, more measurement tools will emerge. But the value of counting clicks lessens everyday.

Interactive Marketing




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