Adobe report claims that marketers may be seriously underestimating the value of social media traffic
Adobe Systems this morning issued the results from its second Adobe Digital Index report which concludes that marketers “significantly underestimate the value of social traffic.”
The report looked at over 1.7 billion visits to more than 225 U.S. companies’ websites in the retail, travel and media industries and found that the use of last-click attribution may be causing marketers to “undervalue social media’s website impact by up to 94 percent.” Adobe also says that the use of first-click attribution models are more accurate in capturing the impact of social media in engaging customers earlier in the buying process.
“As an industry, digital marketers have been quick to add social media to the marketing mix, but have perhaps not considered new and better ways to measure this complex channel,” said Aseem Chandra, vice president, product and industry marketing, Digital Marketing Business, Adobe. “This study shows that marketers tend to default to traditional direct measurement models. Better measurement of social marketing will lead to better ROI.”
Click here to view a graphic showing the significant findings found in the Adobe Digital Index report.