ROI is always interesting to hear various companies talk about: what they measure, how they measure, what is considered an actual return on investment. Marketers can put a target on their back when they discuss ROI and social measurement, and it’s easy to pick out when you don’t know what…
Archive for the ‘Strategy and Tactics’ Category
Wednesday, May 5, 2010
MarketingProfs B2B Forum: Proven Success Stories With Social Media in Overall Strategy
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Tuesday, May 4, 2010
‘Switch: How to Change Things When Change Is Hard’
Chip Heath and Dan Heath usually have something meaningful to say. Their first book, “Made to Stick,” made waves in the marketing world. It looks like their latest effort, “Switch: How to Change Things When Change Is Hard,” will provoke discussion as well.
A recent BusinessWeek article ou…
Monday, May 3, 2010
How Can Your Organization Plan for Political Boycotts?
OK, so I admit it. I now live in Arizona after relocating from Canada over five years ago. And yes, I am a legal immigrant. I have an ugly photo green card to prove it. I have done what many business owners do: keep my nose clean, pay my taxes, do good work, and grow my business. I developed an…
Thursday, April 29, 2010
Comfortable Speaking About Statistics?
Statistics have been called “an engine of knowledge” by one risk management expert. And while it’s true that some business managers don’t have a fundamental grasp of statistical concepts, we also know there is opportunity for misuse of mathematics. Is statistics the “new grammar” or are…
Wednesday, April 28, 2010
Why Small Businesses Fail on the Web
Marketers who work in small businesses—you may want to forward this clip to your boss.
In this episode of Marketing Obsessions, Jason Teichman, SVP, Marketing & Product Management at Register.com—one of the leading companies focused on helping small businesses build presences on the Web…
Tuesday, April 27, 2010
Understanding How and Why B2B ‘Buyers Are Liars’ … and What This Means for Demand Generation
Anyone responsible for B2B demand-generation programs—whether on the marketing or sales side—knows that self-reported data from prospects must be taken with a grain of salt. Whether it is titles or contact information, or the often ‘loaded’ questions about timeframes for purchasing, buyers…
Monday, April 26, 2010
Measure Your Social Media Efforts by Using Business Objectives
In the spirit of the last Altimeter report we published on Social CRM, the Altimeter Group has worked with Web Analytics Demystified to help define how marketers should approach measuring social marketing efforts.
Marketers have jumped into the social marketing space, but most haven’t had the abi…
Thursday, April 22, 2010
5 Insights Into Narrow Positioning
The impulse for marketing services firms to be everything to anyone has always been strong, but now it has become nearly irresistible, given the current economic circumstances. This has given clients the upper hand, driving down the price of generalist services and distracting many firms from…
Wednesday, April 21, 2010
Know the ‘Why’ Before the ‘How’ of Social Media
I was in a Barnes & Noble store recently and noticed a shelf area called “Trends in Business.” On it was one book after the other touting the virtues of social media for marketing purposes.
What concerned me was that most of the titles related directly to tools. At least six of them were abou…
Friday, April 16, 2010
Be Remarkable Via Your Pricing Strategy
Being the first, the best, or the only one doing something (and in a way meaningful and relevant to your customers) is a strategy your company can use to stand out from your competition.
Something that is relevant to all your customers is how they compensate you for your products or services. Add…
