Question

One outcome of digital and social media marketing is that marketing managers can use social analytics tools to create ______ that allow them to track consumer response to their campaigns.

a) Engagement metrics
b) Campaign reports
c) Conversion funnels
d) Dashboards

Answer 1

Marketing managers can use social analytics tools to create dashboards that enable them to track and analyze consumer responses to their campaigns, utilizing engagement metrics to evaluate effectiveness.

Step-by-step explanation:

One outcome of digital and social media marketing is that marketing managers can use social analytics tools to create dashboards that allow them to track consumer response to their campaigns. These dashboards integrate various engagement metrics, which often include data like click-through rates, likes, shares, comments, conversion rates, and more. By analyzing these metrics, managers can assess the effectiveness of their campaigns in real time.

The evolution of campaign strategies has demonstrated a significant shift towards leveraging social media platforms. The 2008 Obama campaign highlighted the potential of social media in politics, using data tracking and micro-targeting to engage and mobilize volunteers.

In contrast, by 2020, the level of data analysis and rapid response capabilities had advanced, offering a nuanced understanding of voter interactions and sentiments towards different events and campaign strategies. This transformation indicates the importance of social media analytics in creating responsive, informed campaigns that can act quickly to both positive and negative feedback.