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Report: Measuring ROI biggest Twitter challenge for brands

BY Dan Berthiaume

Atlanta – Close to half (45.1%) of brands reported that ‘measuring ROI and results’ is their greatest challenge when using the Twitter platform for marketing, followed by ‘building an audience’ (42.1%) and ‘engagement’ (36.8%). According to a new survey from Social Media Marketing University (SMU), 65% of brands say that Twitter is an effective marketing tool, while 30.6% are undecided.

Other notable findings include:

• 96.2% of brands using Twitter as a marketing tool report having challenges using the platform to achieve specific goals.

• 16.9% of brands are not aware that Twitter offers paid services and 34.7% are not currently interested in using Twitter’s paid services.

• Despite the popularity of video marketing, Vine remains underutilized with just 2.4% of brands using the feature on a regular basis.

• Most brands using Twitter as a marketing tool do so to increase brand awareness (79.4%).

• Brands are using Twitter predominantly to create engagement during events (62.4%), build relationships with influencers (62.4%) and monitor brand mentions (58.4%).

“Social media has become a significant play in the marketing world, so much so that brands are almost forced to leverage it, even if they are unsure of its value,” said John Souza, founder of Social Media Marketing University. “The challenge for marketers will be to solidify best practices to measure ROI on all social media platforms as they face increased pressure from the C-Suite. Additionally, as Twitter banks on the success of its paid services, it will be critical for the platform to provide resources and support to help brands navigate this challenge.”

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Brown Shoe Q4 earnings beat company expectations

BY Dan Berthiaume

St. Louis – Brown Shoe Company beat internal expectations with net earnings of $6.2 million during the fourth quarter of fiscal 2013, up 55% from $4 million in the same quarter of the prior year. Net sales dropped 3% to $600 million, from $618.7 million.

“Brown Shoe Company delivered a successful fourth quarter and 2013,” said Diane Sullivan, CEO, president and chairman of Brown Shoe Company. “Our wholesale brands continued to make progress, growing sales 13.5% in the fourth quarter and 5.3% in 2013. We are looking forward to continuing to execute against our strategies to deliver increasing shareholder value, as we grow our retail and wholesale businesses in 2014.”

During the full fiscal year 2013, net earnings grew 38.5% to $38.1 million, from $27.5 million. For full year 2013, net sales of $2.51 billion were up 1.4% compared to $2,478 million in 2012. Looking ahead, Brown Shoe predicts consolidated net sales for fiscal 2014 will range from $2.58 billion to $2.6 billion.

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The Buckle’s Q4 net income, sales decline

BY Dan Berthiaume

Kearney, Neb. –- The impact of an extra week in the fourth quarter of fiscal 2012 helped drive down net income and sales at The Buckle during the fourth quarter of fiscal 2013. On a year-over-year basis, net income dropped 3% to $59.4 million from $61.3 million, while net sales declined 6% to $339 million from $360.6 million.

Same-store sales for the quarter decreased 2.8%.

Year-over-year results were more favorable in the full fiscal year. Although net income declined 1% to $162.6 million from $164.3 million, net sales grew 0.4% to $1.128 billion from $1.124 billion and same-store sales were flat.

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