I spent my first 10 years in the field of direct marketing which, at that time, was very measurable compared to other forms of advertising. Today, online marketing allows marketers to gather even better and more immediate results on how they’re doing. Surprisingly, though, (at least to me) there are still a number of organizations–large and small–that are not using analytics to evaluate how they are doing in terms of connecting with, engaging and influencing their target audiences. And, in some cases, they are not acting on the information they attain.
Posts Tagged ‘results’
How to Meet Senior Managers’ Expectations for Corporate Communications
Thursday, July 26th, 2012What are senior managers across the globe and across multiple industries concerned about these days? Reputation. So says a recent study conducted by Spencer Stuart and Weber Shandwick. Not surprising given the hit that many companies have taken over recent years in terms of their reputation, credibility and trust among consumers. So what are senior leaders’ expectations of the communications function according to the study? (more…)
Measuring Marketing Effectiveness – Yes You Can!
Wednesday, June 15th, 2011My contribution on “Measuring Marketing Communication” is included as a chapter in IABC’s (International Association of Business Communicators) recently released book The IABC Handbook of Organizational Communication. It’s a great book (even if I do say so myself!), with contributions from a wide range of communication experts on topics including how to manage communications, internal communication, public relations and marketing communications.
I particularly enjoyed (more…)
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