Imagine you’re a football manager, your objective is to maximise the number of goals your team scores for your budget.
However, if you were to start assessing players based solely on their goal scoring ability, you’d end up with an unbalanced team full of strikers and probably let in a lot more goals than you’d manage to score.
The same story goes for cross channel media buys; each channel has a unique position on the team and serves a unique purpose, however they’re often measured on their ability to achieve the end goal independently of the other channels.
Buying your media in this way is attractive because it uses simple metrics and makes for great reporting, but if you’re still measuring prospecting based on your conversion pixel, you could be missing a lot of opportunities from further up the path.
The number of companies not doing anything with social media gets smaller and smaller by the day, but that doesn't mean that business has social media figured out.
Despite the increasing comfort that many companies and marketers have with social media, questions still linger about efficacy and ROI.