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Social Channels Top Traditional Channels In ROI

Direct Marketing News, Friday, August 5, 2011 10:30 AM

Social channels deliver deeper consumer interactions and provide marketers with better ROI than traditional media channels, according to a "Brand Influence" study conducted by marketing research firm Crowdtap and marketing consultant Joanna Seddon.

"Social channels outperform when we look to apply qualitative metrics to media by looking at the actual effect on consumers and lift, said Brandon Evans, CEO and founder of Crowdtap. Evans said social interactions provide lift for such key performance indicators (KPIs) as brand equity, favorability, familiarity, brand advocacy and purchase intent.

The study also found that online banner, TV and magazine advertisements were less effective than sampling, house parties and online discussion groups.

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research, roi, social media

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