Things marketers still can’t get from social media

As much as we would like to think that social media has taken over the world of marketing, there are still several things it cannot do for us.

Measure ROI

You social media marketing strategy may have helped you make your brand or company much more successful in the last couple of months. However, you still cannot directly measure what the return on your social media investment was. For all you know, your Twitter account just made you popular online but brought in no revenue.

 

Personalized service

While brands have been getting creative with ways to personalize messages, responses and random acts of kindness online, they still lag behind. Dealing with a customer face-to-face instantly makes an interaction more personal and meaningful, way beyond any Tweet.

 

Win over generations

Your parents may have a Facebook account and might have dabbled with Twitter, but beyond their login information they can’t be bothered to use them. Social media is just a “neat” concept for them and all your wasted marketing efforts will hardly be worth the trouble.

 

Understand cultures

The way people communicate online can be deceiving, especially in the Arab region where more English than Arabic content is available, yet more Arabic content is in demand. Understanding how cultures share online is still not as clear as we might imagine.

 

Offer the full experience

Gimmicks, contents, games and puns are all exciting and creative features in a social media marketing campaign. But even Skittle’s Touch the Rainbow campaign didn’t deliver the full experience of the luscious candy. Certain offline marketing tactics will still have the upper hand when it comes to customer experience.

 

 

Do you think social media can replace all other forms of marketing one day?