General Motors recently announced that they figured out how to track social media ROI. Given that much of what people claim is social media ROI is REALLY brand awareness, loyalty and positioning, among other soft ROI indicators, is there something that GM knows that we don’t?
A recent McDonald’s commercial for coffee got me thinking about how best to engage prospects. The comments on YouTube about this commercial were highly derogatory, saying that the guy is a jerk (to put it mildly). What they fail to realize is that it is brilliant; this is how engagement marketing works.
Last week I attended the Digiday Social conference in Universal City, California. One of the topics that stood out to me was a presentation on “cause marketing.” There are two different types of cause marketing that I would like to discuss, brand value alignment and sponsorships or microsponsorships.
Good ideas can come in small packages, and Z-CARD out of the UK proves it. If you want to implement a unique marketing campaign with measurable ROI, you may want to consider one of Z-CARD’s products: the pre-paid scratch card, blister packs, bottle hangers, and mini-brochures that begin the size of a credit card but fold out into a single page (up to 13 panels long x 3 wide). They can even be custom-shaped to resemble your product.
I read an article today that quoted Avinash Kaushik, author of the blog Occam’s Razor, who quipped, “Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.” According to MarketingProfs, slightly more than half (55%) of all businesses are trying to do it, and most (79%) aren’t yet trying to evaluate the ROI of their efforts, with 41% not knowing if it even CAN be done. Having read many articles lately on the topic of evaluating the ROI of social media efforts, I want to distill the information down to a list of metrics that can be used.
Two separate articles today point to the same conclusion – that email marketing provides the best opportunity to evaluate marketing ROI. Is this coincidence or is the Direct Marketing Association conspiring to convince marketers of this? Hmmm. Let’s take a closer look. Read more…
Marketing has undergone profound changes to keep pace with technological advances. The job of marketers used to be to know how to reach and create a message applicable to a particular group of people. In the new marketing reality, they have to know how to create a long-term dialogue with individuals, manage the whole process, and measure a return. Read more…