Archive for the ‘Marketing Measurement’ Category
Thursday, June 12th, 2014
Ashton Kutcher (@aplusk) has more than 16 million Twitter followers. Harvard Biz Review (@HarvardBiz) has 1.5 million. My @StratCommun account has about 1500; my @LinWriter account has about 1300. What does this all mean? (more…)
Tags: analytics, facebook, linkedin, measurement, measuring results, Pinterest, social media success, successful social media, twitter, using social media
Posted in Analytics, Content Marketing, Internet Marketing, Marketing Measurement | No Comments »
Tuesday, June 3rd, 2014
Surveys and polls are two little tools that are widely used and often incorrectly. They’re tools that look easy enough to create and, after all, with apps like Survey Monkey, Zoomerang and others widely available they are vastly easier to prepare than in days gone by.
Yet, despite the ease and availability of tools to help in the process, far too many surveys and polls contain very easy to avoid errors that can cause the results attained to be of questionable value. I work with both students and clients on the development and use of marketing research instruments, and I often review and provide feedback on survey instruments. Some of the most common errors I see include: (more…)
Tags: conducting research, customer research, focus groups, marketing research, surveying, surveys
Posted in Marketing Measurement, Marketing Research | No Comments »
Thursday, April 17th, 2014
I’ve been speaking and writing a lot about how communicators can do a better job of connecting with C-suite leaders to get traction for their ideas and proposals. Most recently, I presented a webinar for Mayo Clinic Center for Social Media and Ragan Communications on How to Talk Social Media to Your Hospital C-Suite. I also wrote a series of articles on the topic for IABC’s Communication World earlier this year. And I have a presentation coming up in May for Health Leaders Media.
Much of my work and research has been around issues related to social media but, in truth,
(more…)
Tags: analytics, bottom line, C-suite, marketing measurement, measurement, ROI, Social Media
Posted in Analytics, Marketing and Branding, Marketing Measurement | No Comments »
Thursday, April 10th, 2014
Expanding communication opportunities bring both benefits and challenges to marketers today. While the availability of a wide range of communication options can be empowering, it can also be overwhelming. Which to use? When? How? How can you ensure that you’re not just wasting your time?
Marketing staff at both large and small organizations are finding themselves faced with significant opportunities today, but these opportunities can translate into a significant amount of work. What can they do to ensure that their time is being spent most effectively? (more…)
Tags: analytics, content management, content marketing, marketing effectively, online marketing
Posted in Business Development, Content Marketing, Marketing and Branding, Marketing Communication, Marketing Measurement, Strategic Communications | No Comments »
Thursday, January 2nd, 2014
Over time, I’ve come to realize two things about my love for marketing:
- I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
- I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.
One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” (more…)
Tags: effective marketing, Google Analytics, marketing analytics, marketing metrics, measuring marketing effectiveness
Posted in Analytics, Content Marketing, Marketing and Branding, Marketing Measurement | No Comments »
Tuesday, December 3rd, 2013
Marketers, advertisers, marketing communication strategists, copywriters, designers, videographers, etc., etc., etc., often talk about “the big idea” – and much of their time, effort and brainstorming activities are directed at identifying that “big idea” – that one thing that will… That will what? It is at this critical juncture between the idea and what that idea is intended to do, I think, where creatives often fail to get the point.
Here’s the thing: (more…)
Tags: Advertising, advertising effectiveness, creative advertising, creative marketing, generating results, Marketing, marketing measurement, the big idea
Posted in Marketing and Branding, Marketing Measurement | No Comments »
Tuesday, October 15th, 2013
A business colleague of mine recently asked me what I thought about the value of a blog. Seems a vendor she was working with was recommending a blog and she really didn’t see the value. There are, though, two very important reasons that those wishing to build an online presence should consider managing a blog (and a few other, secondary, reasons). (more…)
Tags: blog, blogging, Brand Management, online communication, search engine optimization, SEO, Social Media
Posted in Internet Marketing, Marketing Communication, Marketing Measurement, Publishing | 2 Comments »
Tuesday, October 8th, 2013
It’s very important for businesses of any size to track the results of their marketing campaigns. Small businesses, in particular, are often “budget-challenged,” so it is especially important that they know that their marketing efforts are achieving desired results. The biggest benefit is that they will have information to tell them how to use their marketing budget most effectively.
There are a variety of ways they might track the effectiveness of these campaigns:
(more…)
Tags: Advertising, advertising results, Marketing, marketing strategy, measurement, measuring effectiveness
Posted in Marketing and Branding, Marketing Measurement | No Comments »
Sunday, January 23rd, 2011
I was interviewed recently by a major business publication about common marketing research mistakes that businesses make. As someone who has been involved in marketing research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things I’ve seen (and sometimes that I’ve done myself!). (more…)
Tags: Marketing, marketing analytics, marketing research
Posted in Marketing Measurement, Marketing Research | No Comments »
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