"Traditional tactics designed to drive brand awareness through reach, frequency and share of voice are simply not working. Social marketing, on the other hand, is where marketers have an unprecedented opportunity to shape consideration and preference for their products and brands. However, marketers must have a measurable program in place to effectively capitalize on these new connections. Brands must continually manage their social marketing programs against business results and expand their initiatives based on the strength of their customer engagement. Marketers who take a purely tactical approach to social marketing are leaving connections — and sales — on the table."
president & CEO,
"In 2007 it was all about static Web sites, e-mail blasts and pay-per-click advertising. In 2008, marketers have advanced to targeted e-mails, multivariate-tested landing pages and search. In 2009, we will finally start to see glimpses of true one-to-one marketing in the form of individualized Web sites, e-mails and ads, all integrated and targeted based on prior engagement and expected future needs."
chief marketing officer,
"The increase in online competition — combined with the transition from offline to online marketing spending and the slowdown in consumer spending - will drive businesses to focus on operating high-impact programs that immediately generate an acceptable ROI. Marketers will move their acquisition spending to programs where they can tightly measure, attribute and control the returns. There's going to be little room for risk taking and experimentation on the customer acquisition side of the equation. And, with customers buying less, spending more time comparison shopping and taking longer to decide on a purchase, businesses will focus on surefire ways to improve the conversion process on their sites."