Some technologists think automation and context will end the marketing campaign. Don’t bet on it.
Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]
If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem. Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers. This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed […]
Image by OakleyOriginals In building the program for xPotomac (February 25th), I sought to address a sea change in media evolution. That change spells the end for the social PR revolution, a marketing movement embodied by brand-led conversations over the past seven years. We are currently experiencing a throttling of branded, online grassroots power. Specifically, it’s becoming harder and harder for marketers to be seen with branded earned media and social updates. This evolution is best evidenced by the increasing role of owned and paid content placement (as discussed, content marketing is the 21st century nice description of advertising), and social or native advertising. Other signs evidence this change, too. Social search and stronger policing of black hat SEO by […]
Image by Doug88888 So much for social ROI. Yesterday, the New York Times ran an op-ed debating social media marketing’s ability to deliver sales in comparison to other forms of advertising (for example, traditional search or email marketing). A recent Forrester report stated paid search matters most for new customers, email matters most for repeat customers, and social tactics are not meaningful sales drivers. Correlating this data, ExactTarget surveyed more than 700 consumers (ages 15+) in its 2012 Channel Preferences study, and 77% responded that email was preferred over social media for communications for promotion offers. Opt-in email and click throughs driven by paid search represent private acts of engagement that occur deeper in an online sales cycle. While the […]