A top digital marketer for food giant Kraft has admitted the difficulties she faces in proving the value of social media marketing campaigns – despite having successful results in the past, according to a report published by Marketing Week.
Sonia Carter was speaking at London’s Marketing Week 1-2-1 Digital Strategy Summit event yesterday (August 10).
Carter attributed the difficulty to the company’s highly successful array of past campaigns via traditional media.
She commented: “There is a battle to push digital to the agenda in the company which is so strong on TV, even though we have a pretty active social media programme.”
The most recent social media activity conducted by the company has focussed on the Cadbury’s Spots v Stripes London 2012 Olympics campaign – the effectiveness of which has been questioned by a number of commentators.
Kraft’s commitment to future investment in social media marketing campaigns will increase as soon as the digital marketing team can display a ‘robust ROI’, Carter added.
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