If a social marketing tactic can't be measured, does it still have value? The answer is, “Yes, in concept, but no in the harsh reality of today’s marketing budgets.” That’s why it’s smart to track your social marketing in the context of other online channels like e-mail, which can be easily measured and is already highly valued. Yet, how does one measure the impact of a conversation?
Seventy-six percent of shoppers report purchasing additional products based on merchant recommendations at least once in a while, with 21 percent doing so some or all of the time.
The core group of young adults ages 18 to 24 send and receive just as much e-mail as they text. This was among the findings from a digital media report issued recently by Experian Marketing Services. Analyzing information across Experian’s pool of consumer data as well as its e-mail and online marketing data sources, the report uncovered several trends in consumer and business use of digital media, including:
"I’ve been writing this blog for right at six years now and the benefits I’ve realized from doing so are very tangible. Without much hesitation I can say that it’s the single greatest business I asset I own. It’s led to countless interviews with national publications, my first book deal, and interaction with hundreds of thousands of small business owners. My blog is an incredible source of search engine traffic and exposure for my products and services, but even if none of that were true, knowing what I know now, I would still write a blog."
—June 15, "9 Hidden Benefits of Blogging," posted by John Jantsch, Duct Tape Marketing Blog
Marketers spend a lot of time today deciding how much to spend on their future online marketing efforts. They also work to determine how their marketing efforts will factor into consumer spending patterns across product categories and demographic segments. One way to come up with a clear-cut plan is to ask yourself crucial questions, suggested Gian Fulgoni, chairman and co-founder of comScore, during a session at the Internet Retailer Conference & Exhibition in Boston this week. He offered attendees seven such questions.
Ratings and reviews have become prevalent on marketers' Web sites, but that doesn't mean they're being used effectively. During a session at the Internet Retailer Conference & Exhibition in Boston earlier this week, Stuart Wallock, senior manager of global community and personalization at Dell, offered best practices for incorporating ratings and reviews on Web sites.
"There was a time when having a dotcom was absolutely key to your brand, and once you had one, it was the URL you pointed everyone to in all of your marketing. But with the emergence of the social web, and opportunities to engage with fans elsewhere, is that really the right strategy — or even a requirement at all?"
—May 25, "Is Social Media Making Corporate Websites Irrelevant?," posted by Adam Ostrow, Mashable
For garnering conversions, search engine optimization, pay-per-click and e-mail tactics are the three most effective tools. Meanwhile, ad networks and video ads are among the least effective.
"The web has changed many things about business, but one thing's for sure, it's dramatically enhanced our ability to collaborate with every important constituency group."
—May 30, "Collaboration as a Total Business Strategy," posted by John Jantsch, Duct Tape Marketing Blog