Quick Study: Digital Leaders Lack Resources for Keyword Research; Social Media Gives Food and Bev Execs a Bad ROI Taste


â–¶ Communicators Lag in Unlocking Keyword Combos: Keyword research—identifying the potential words and phrase combinations consumers could potentially type into the search box when they go online to find products and services—is vital to the success of digital campaigns. However, a study of 300 digital communicators by Hydra finds that digital communications teams do not have the resources to conduct it thoroughly. Specific findings include: • Asked how current they feel their teams are at handling new keyword trends, less than half (42%) of respondents indicate they feel they are “on trend” when it comes to keyword trends. • However, one of the greatest contrasts highlighted by the survey involved new words or expressions being used in the market. Asked whether they know which new words or expressions being used are worth spending time and money on, over half (55%) of respondents say “no.” • With the uncertainty surrounding ROI from keywords reaching their target audience and handling new keyword trends, it is not surprising that over 70% of respondents say that if they had more time, they would review the online keywords or phrases in their campaigns much more regularly. Source: Hydra â–¶ Social Media Food (and Drink) for Thought: Over half of executives in the food and beverage industries do not measure the ROI they get from their use of social media, says a just-food and just-drinks survey. More than 54% of industry pros say they do not monitor the ROI that their companies generate on social media networks. A further 18% of respondents “did not know” if the business in which they worked measured the returns. Other findings from the study include: • When asked by just-food what the “top three barriers to implementing a social media strategy were,” a number of respondents say it is difficult to measure the ROI. “Showing the ROI of a Facebook fan or a Twitter follower,” was one barrier put forward. • However, some 52% of those surveyed say their companies now have a formal social media strategy. That said, a quarter of executives say their companies had not devoted a part of their marketing budget to social media. • More than two-thirds of respondents say social media will be included in their companies’ next communications budgets. Social media is playing an increasing role in the digital strategies of food and drinks manufacturers around the world, the report found. Source: just-food and just-drinks

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