Businesses planning to devote a large share of their marketing budget to social media channels have been warned that they will have a hard time measuring their return on investment (ROI).

Unlike marketing using more traditional channels such as direct mailing services, advertising on social media sites lacks a clear method of measurability, Econsultancy has pointed out.

The problem was raised as part of the firm’s Online PR Trends Briefing, which highlighted the potential downfall in choosing social media marketing over tried and trusted techniques such as direct mail.

According to Econsultancy: “Measuring success from social media activity will continue to be a thorny issue for digital marketers.

“An ongoing problem for the industry is that online PR as a discipline is poorly defined in the first place, which can make it difficult to know exactly what to measure.”

Royal Mail recently gave firms added incentive to utilise direct mailing services with the announcement that environmentally-friendly campaigns can earn reductions.

Related Topics: General Marketing