Determining return on investment (ROI) isn’t new to UK business-to-business (B2B) marketers, but how are they doing when it comes to measuring newer digital channels such as social media? Research finds that the answer is so-so.
March 2014 polling conducted by B2B Marketing in association with Circle Research found that demonstrating social media ROI was a majority activity among UK B2B marketers. However, even those doing so hadn’t mastered it. Just 16% of respondents said they were able to measure return from social completely or most of the time, while the remaining 44% could only do so sometimes. Read the rest at eMarketer.