What’s the Missing Piece to Integrating Social Media with Your Marketing Strategy?

43% of all CMO’s said they haven’t been able to show the impact of their social media efforts yet.

By Richard Buhn on 27/03/2017
social media strategy

The term “traditional marketing” has a branding problem. To use a car analogy, “traditional marketing” is like a brown manual diesel station wagon, and “digital marketing” is like a black Tesla Model X.

Naturally, you might be inclined to associate traditional marketing with labor-intensive, pricey endeavors like direct mail, events or print ads. Digital marketing, on the other hand, comes with a certain cachet of innovation, experimentation, and instant results. If you want to get people to know, like and trust your company, you must capitalize on social media.

But marketing strategies aren’t like cars. You can’t totally swap out the old with the new. The end goal of marketing has remained constant for decades: to attract new customers and do everything possible to keep existing customers loyal.


latest report released by The CMO Survey. Chief marketing officers who responded to the survey are spending less of their marketing budget on social media (10.5 percent) than they had predicted five years beforehand (19.5 percent), perhaps because the ROI isn’t absolutely clear.

According to the same survey, this is how CMOs reported the results of social media on their organizations:

  • 43.3 percent said they haven’t been able to show the impact yet
  • 38.2 percent said they had a good qualitative sense of the impact, but not a quantitative impact
  • 18.4 percent had been able to prove the impact quantitatively.

Then again, other studies clearly prove that social media is worth the investment in the long run. According to Social Media Examiner’s 2016 study, more than half of the surveyed marketers reported improved sales after using social media for two years.

The people in your target market may frequently have their eyes glued to their mobile devices and computer screens, but humans are still social creatures. They’re influenced by their friends, family members, even strangers both in person and online. That’s why 71 percent of consumers are likely to purchase an item based on social media referrals. Social media gives brands virtually unlimited touch points to reach their audiences.

At Seenspire, we believe a major part of the disconnect stems from the digital world versus the physical world. They’re also out and about in real world, having conversations, looking for inspiration in their physical surroundings. People are still networking at conferences, rocking out at concerts, going inside stores, and much more. Giving your audience a way to engage with your brand via digital displays offers a new level of engagement. If you can publish user-generated content on those displays, your influence becomes much more powerful.

In the upcoming series of blog posts, we’ll delve into the top six ways both B2C and B2B companies can use a social media wall to integrate social media with their wider marketing strategy:

  • in-store
  • internal communications
  • OOH (out-of-home) advertising
  • events, festivals
  • trade fairs and conferences
  • conferences

Stay tuned.