Pro-Analysis Measurement Tool (PAMT): A New Model of Measuring Social Marketing Effectiveness

In the contemporary business environment, Social Media Marketing (SMM), has evolved into one of the most exploited and leveraged marketing tool. As a result, it is of utmost necessity for business people to measure the extent of success achieved by social media marketing (Zimmerman & Ng, 2017). In the contemporary marketing world, the most commonly used methods of measurement include ongoing analytics and campaign focused metrics. The ongoing analytics tracks the social media marketing activities over a period while the later tend to analyze campaign and events using an outlined checklist (Zimmerman & Ng, 2017). Essentially, the ongoing analytics is crucial for determining the overall pulse and the general marketing condition of a brand and the company. Once a brand tracking mechanism is set, the business managers can easily check how the marketing strategy is being enforced and its role in propelling the overall sale returns (Scott, 2013). On the other hand, the campaign focused metrics help an individual to decipher the impacts of targeted marketing. As such, to develop an effective social media campaign measuring tool, the method should incorporate both ongoing and campaign specific parameters.

To curb the challenges that analytics face in their efforts to determine the success rate of the social media campaign, I would wish to develop and implement a new measurement model that will be referred to as Pro-Analysis Measurement Tool (PAMT). In this model, the social media analysts will be required to promote the desired behaviors among the target group thus making them tangible inform of environmental and marketing opportunities. As a result, this will drastically reduce the level of marketing biases and enhance the overall benefits of the marketing strategy. To achieve this, the PAMT model will utilize benchmarks that will be modified from the results obtained from the previous literature. The inclusion of these benchmarks will establish important components of social media marketing and facilitate the incorporation of the marketing parameters thus allowing the analytics to determine the level and effectiveness of the marketing strategy.

Essentially, the PAMT model will analyze the behavioral change interventions on the marketing continuum by assessing the effectiveness of the benchmarks set and their role in promoting product acceptance in the target group. The PAMT social marketing initiative will majorly aim at identifying the key parameters that promote successful marketing. Moreover, the method will employ the Hierarchy of Effects Model (HOEM) in an attempt to determine the level of awareness, self-efficacy, outcome expectations, and the overall effectiveness of the marketing campaign.

To ensure credibility of the PAMT model, the social marketing benchmarks that will be used include; primary formative research, secondary formative research, pretest research, evaluation research, monitoring research, segmentation, analysis of the core products, the economic status of the target audience, the prices of products or services, product promotion, and finally, the aspect of behavioral competition. Remarkably, the PAMT model will strive to measure the participants demographic information such as age, sex, current residence, economic status, and the number of social websites that they visit. Additionally, to ensure collection and analysis of credible information and marketing data, the PAMT model will track the followers growth on sites such as Facebook, Twitter, and Instagram. The model will also determine the optimal time when the target audience uses the online platform; it will track the likes, comments, and reactions received on the advertisement posted on this sites. Finally, the PAMT model will track the referral traffic pattern thus enabling marketing analysts to deduce the effectiveness of social media marketing strategies adopted by businesses.

References

Agius. A. (2016). 10 Metrics to Track for Social Media Success. Retrieved December 10, 2017, from https://www.socialmediaexaminer.com/10-metrics-to-track-for-social-media-success/Barutcu. S, & Tomas, M. (2013). Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing. Journal of Internet Applications and Management, 4(1), 5-24. doi:10.5505/iuyd.2013.69188

Brooks, S. (2014). How to Measure the Effectiveness of Your Social Media Campaign. (2015, August 29). Retrieved December 10, 2017, from http://60secondmarketer.com/blog/2014/11/09/measure-effectiveness-of-social-media/Chen, C., & Lien, N. (2017). Social media and marketing effectiveness. Asia Pacific Management Review, 22(1), 1. doi:10.1016/j.apmrv.2017.02.002

Kavoura, A., Sakas, D. P., & Tomaras, P. (2017). Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015. Cham: Springer International Publishing.

Kim, K. K. (2014). Measurement of Digital Content Marketing Effectiveness through Social Media. Ideas in Marketing: Finding the New and Polishing the Old, 815-815. Doi: 10.1007/978-3-319-10951-0_294

McKay, B. (2017). The Six Most Effective Social Media Metrics to Understand Your Campaign's Success. Retrieved December 10, 2017, from https://www.forbes.com/sites/forbesagencycouncil/2017/07/14/the-six-most-effective-social-media-metrics-to-understand-your-campaigns-success/#3060d83b64cbMusa, H. (2016). Analyzing the Effectiveness of Social Media Marketing Original Research Article. doi:10.15405/epsbs.2016.08.2

Ruark, J. A. (2013). Measuring social media effectiveness: the evolution of social media return on investment. Chapel Hill: University of North Carolina at Chapel Hill.

Scott, D. M. (2013). The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken, NJ: John Wiley & Sons, Inc.

Stead, M., & Gordon, R. (2009). Providing evidence for social marketings effectiveness. Social Marketing and Public Health, 81-96. doi:10.1093/acprof:oso/9780199550692.003.06

Sukhraj, R. (2011). 10 Social Media KPIs You Should Track and Monitor. Retrieved December 10, 2017, from https://www.impactbnd.com/blog/social-media-kpisThe Future of Social Media. (2016). Strategic Social Media, 326-341. doi:10.1002/9781119370680.ch20

Truong, V. D., & Dang, N. V. (2016). Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews. Formative Research in Social Marketing, 183-250. Doi: 10.1007/978-981-10-1829-9_11

Zimmerman, J., & Ng, D. (2017). Social media marketing all-in-one. Hoboken, NJ: John Wiley & Sons, Inc.