With the unprecedented growth of social networking sites such as Facebook and Twitter, there has come an increased level of focus by business on reaching customers via social media marketing campaigns – spread across the platforms.

However, a recent report published by Demandbase, and cited in an article published by FINS.com, has revealed that a company’s website remains the main source for generating new sales leads – working seven times more effectively in doing so than social media.

Conducted in May 2011, the report, entitled the “Demandbase National Marketing and Sales report”, was compiled using data gained from marketing, sales and engineering executives from a range of different-sized companies across the US.

Whilst the results definitely don’t go as far as implying that social media strategies should be completely ignored, they do suggest that time should be primarily spent building up a good company website.

If anything, Demandbase’s survey instead goes to show how difficult it actually is to measure the success of social media marketing campaigns.

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