Marketing
Book Review: Marketing In The Round
Back in the day, integrated marketing was a big trend. Everyone allegedly rushed to climb aboard to play nice in the sandbox. Soon it fizzled and silos crept back to the forefront of business models, and everyone stayed in their corners.
Then came social media (well, some umpteen years later), and marketing altered again. Companies had to tear down the silos and implement integrated marketing again; however, it’s not over. Business is only in the early stages of adoption of social marketing, and one way to be successful is “marketing in the round.”
Marketers Are Confused About ROI, Are You?
Turns out the commenters over at Spin Sucks who didn’t know how to define ROI as based solely on dollars are not far off from many a marketer, according to a study by the Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association.
By way of background, my friend Jenn Whinnem who is a contributor here and member of this community wrote a guest piece for Spin Sucks about the Connecticut Health Foundation and which metrics they tally that contribute to campaign success.
Analytics Make Social Marketing Complex
I just read John Obrecht’s opinion column in BtoB April 9, 2012 on Thriving in the Age of Complexity. He shares how marketers’ bane is the complexity of social media marketing; trying to teach everyone and give them the tools to dive in while mastering the complexity of all the channels, not to mention the ROI of it all.
Indeed. And, he got me thinking; always dangerous.
There are all those lovely back-end numbers hidden from view that people call analytics. They comprise those data-driven reports that many left-brained people salivate over. Analytics make Google rich, and they make me suspect. Are those numbers real or skewed? Did you really get that many people to your webinar? How many qualified sales leads downloaded that white paper off that new landing page you just developed and published?
Attend Social Slam April 2012
Last year I presented at Social Slam in Knoxville (see me at left with Ann Deeter Gallaher and Trey Pennington (RIP)); the inaugural regional blast-of-an-event you can’t miss this year. The event is going to be the best gathering of IRL social media mavens, rock stars, A-listers (yes, all the names you’re not supposed to [...]
The Apple, The Tree And JCP
About a month ago, I had a blog post written in long hand to post here and never got around to it. I’m glad I waited; there’s so much more proof that my admiration of all things Apple isn’t just a passing fancy.
Awhile back, I also wrote a little series on creativity. In that series, I wrote about Nest, the new thermostat innovated by former Apple executives. The website was fresh, clean, and sparkling. The product, Nest, is still on my wish list — a thermostat with a brain that programs the temperature in your home for you once you’ve entered a few settings.
Today’s post is about another former Apple executive taking the reins as CEO over at Jacque Pennier or J.C. Penney, Inc. or JCP, as it’s now commonly called in marketing campaigns.
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