How To Track The Effectiveness Of Social Media Advertising On In-Store Sales

Kiev, Ukraine - May 20, 2013 - A social media logotype collection of well-known social network brand's placed on modern computer keyboard. Include Facebook, YouTube, Twitter, Google Plus, Instagram and more other logos.
SHARE
THIS



In this opinion piece, Delacon CEO Michael Center (pictured below), explains how marketers can now find out if social media ads are delivering a return on investment in-store.

Michael Center

Advertising spend on social media platforms continues to grow despite the recent scandals around transparency and brand safety, with revenues expected to top $1.3 billion in Australia this year. In June, SMI reported agency bookings on social media was up 13 per cent and by 2022 it’s predicted there will be more than $2.2 billion poured into social media ads.

While marketers have been able to track the effectiveness of their social media spend if the consumer’s path to purchase remains online, they often struggle in measuring its effectiveness once the customer moves from the online to offline world. Or, to put it more simply, a consumer sees a social media ad, but instead of buying it online, makes a phone call about it and then decides to visit the brand’s bricks-and-mortar store to buy.

In an age where marketing accountability is paramount, there is a solution for marketers to find out the effectiveness of social media advertising. By using call tracking technology, advertisers that have a physical retail presence can effectively work out the value of their social media advertising in driving in-store sales.

Companies that require customers to provide a contact number such as travel agents, health insurers, banks or car dealerships at the time of in-store purchase are able track if their social media spend is working by linking the purchase back to the original call the customer made.

Essentially, marketers can establish if a call to the contact centre has originated from a social media ad through the use of call tracking software that captures the caller’s phone number and the campaign that generated it, and then pushes this data into a CRM or point-of-sale platform.

When the caller then goes into a retail store makes a purchase and provides their contact number, that purchase/transaction can then be tracked or linked back to the specific social media ad they viewed through the data already stored in the CRM or POS platform, allowing the company to establish if social media spend is working or not.

For example, a retail-based finance company was concerned their social media spend was not delivering the returns they wanted and were planning to shift that money into channels which they could more effectively monitor and measure return on investment. As a consumer’s phone number is required to be given when making a transaction, call tracking was used to track the customers who had made an initial call after clicking or viewing an ad for the finance company on social medial and then completed the transaction at one of its retail locations. Far from being ineffective, social ads were found to be driving, on average, five per cent of in-store sales and, for the first time, were able to be measured.

What’s more, through call tracking technology, marketers can establish which social platforms are delivering the best results, and by using call tracking techniques, they can even work out which creative is more effective in driving sales.

With spending on social media advertising continuing to increase, marketers will always want to know how their online presence translates to the offline world when it comes to sales. With call tracking and a little data analysis, this question – which was once almost impossible to verify – can now be answered.

Latest News

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal
  • Media

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal

Seven enjoyed a stellar night last night and it was all thanks to its Brownlow Medal coverage that saw Hawthorn’s Tom Mitchell crowned the AFL’s best and fairest for the 2018 season. Coverage of the actual medal event pulled an impressive 895,000 for the network, while the earlier red carpet arrivals also did well with 633,000 viewers tuning-in […]

by B&T Magazine

B&T Magazine
Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]