In the first decade of the 21st-century, advertisers and major corporations made a major investment in social media campaigns with the U.S. and parts of western Europe among the leaders of this marketing drive. Forbes reports the initial drive to create successful social media campaigns led to reports of 1000 percent return on investment for some companies while those of recent years are beginning to challenge the figures as ROI becomes a controversial subject.
The Irish Independent reports a recent conference in London brought together experts in social media marketing from Europe and the U.S. to discuss how best to go about breaking the U.S. market for brands based in Dublin. One of the major problems faced by many Irish companies looking to break into the U.S. and Mexican markets is the ongoing issue of confused stories and campaigns foreign audiences find it difficult to understand.
At the Enterprise Ireland conference, event attendees were given a glimpse into how to turn social media to their advantage by building a demand for their products in the U.S. where around 81 percent of citizens have a social media presence. In many cases, marketing costs can be kept low for advertisers who spend much of their time targeting individuals in the U.S. and other countries where potential customers often find new brands Online. One of the problems for those interested in social media marketing is a lack of statistics and evidence about ROI with these self-reported and open to issues.