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?
I read an interesting article recently of five takeaways from the 2010 Creativity and Technology Conference. One of the points in the article I don’t feel was given enough attention, that is, there is “a simple human truth: it’s hard to laugh alone.”
Channel development is being increasingly scrutinized to evaluate its marketing ROI. As in other marketing departments, automation is being put into place and more emphasis is being placed on research and analytics. According to Newsfactor, “Trade spending [in Consumer Packaged Goods] ranks second only to the cost of goods on the balance sheet.”
So what is channel development? Read more…