The hardest thing for any marketer to do is to directly tie their marketing back to turning a consumers into a customer. Countless hours are spend by marketers researching ROI and presenting results to executives but I would argue that those hours could be better utilized in understanding your audience rather than trying to prove [...]
February 2, 2013
The role of ROI in social media marketing
What is the role of social media marketing in an era when 76% of people believe advertising is exaggerated ? Booz and Company believes “that companies must combine digital marketing efforts with traditional approaches, making the sum greater than the parts” but the recent research suggests that marketers are taking money from other tactics, including [...]
February 1, 2013
ROI the key choice for digital channel choices
According to a report from ANA “Marketers are rapidly learning what works best for their brands and they look to remain nimble and move to adopt new opportunities. Platforms offering the most tangible ROI will be favored by marketers moving forward. It is imperative for the industry to standardize measurement practices for digital, social and [...]
October 18, 2012
What if there is no magic formula to determine social media marketing ROI ?
Right now if you Google “social media ROI” you will get over 4.5 million results. Authors are getting rich writing books on social media marketing ROI and social media “experts” are getting more clients to help brands put a dollar sign for their social media marketing. After all the meetings and Power Point presentations [...]
September 12, 2012
Social marketers are now measuring what matters
There is some research, available free from the Internet, which is excellent and some which is garbage with pictures of cartoon characters with pit helmets and magnifying glasses. Here are the major findings from Awareness on the State of Social Media Marketing which can be downloaded here. There are some great findings that are pretty [...]
July 31, 2012
Marketing has been too undisciplined
Marketing can be downright self-indulgent. Too many marketers are still caught in the “business of marketing” and by that I mean that they love the eye candy too much and the press releases that mention their names so they can add a nice line item on their resumes. According to Sean Duffy “CEOs need to [...]
I love the challenge of marketing today because consumers have a wealth of information at their disposal 24/7/365 via the Internet. Over the last 17 years I have worked on some great brands including Sony's Discman, Canon Video products and consumer pharma brands like Cialis. I have learned a lot and continue to apply what I have learned via new learning.
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