Os desafios dos gestores de marketing na análise do retorno do investimento em mídias sociais

Abstract

Social media has played an important role in marketing strategies, and measuring the return on social media investment has been a challenge for marketing managers. In this sense, this study seeks to understand how marketing managers analyze the investment’s return in social media. An exploitative qualitative research was made, in which marketing managers from six B2C companies and six social media agencies were interviewed. The theoretical framework seeks contextualization of the strategies, metrics and analytical tools of the return on investment in social media. The study demonstrates that the managers start with a marketing plan, from which they trace their objectives and strategies in social media so that they perform the analysis of the investment in said environment afterwards. It was inferred that the process of analysis begins by quantitative metrics and then goes through a more qualitative approach in the case of agencies, and that B2C companies utilize more quantitative criteria. Some of the challenges cited by B2C companies are multichannel content, channeling content, managing the channel, having capable managers, multi and micro devices and understanding the new Marketing, while agency managers are hitting the channel; The "how to invest"; The most assertive investment mix, the budget reorganization; Technologies; The new tools that translate the bigdata more clearly. In spite of this, the study of both the companies and the agencies is conditioned to the strategic objectives of the company. In conclusion, a analysis scheme as support for managers and analysis of the return on investment in social media was presented.