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Tag Archive: Marketing ROI

Low Digital Marketing Acumen Is Hurting Brands

There’s a discrepancy, it seems, between the amount of time marketers spend talking and blogging about digital marketing and their likelihood to actually execute digital marketing efforts. From the volume of articles written, conferences attended, and twitter chats participated in, one would assume that all marketers and the brands they represent are completely digitally savvy and thus…

“The Fat Jew” and Instagram – All That’s Wrong with Influence Marketing

Josh Ostrovsky, otherwise known as “The Fat Jew” is quite a big deal these days (pun intended). Ostrovsky has amassed a large social media audience, predominately on Instagram (5.5 million followers) and Twitter (251,000 followers), through which he shares his humorous take on life. Often, these viewpoints are profanity-laced, lewd, and/or off-color comments and images, which have not…

Time To Convert Your Social Engagement Into a Sales Funnel?

We’ve all heard the analogy of social media acting like a megaphone, digitally amplifying your voice to a large crowd. While this is technically correct, amplification  no longer the end-goal of social media marketing.  Well, at least it shouldn’t be. When we were first introduced to “Web 2.0,” marketers were excited about the fact that technology would…

Social Media May Not Be Helping Your Business

Social media was heralded as the greatest thing to happen to brand marketing since, well, since ever. Consumer-generated advocacy and publicity, direct conversations with customers and advocates, and free advertising through YouTube and other social networking sites were supposed to turn garage-based businesses into mega-conglomerates and save businesses tens of thousands in marketing costs. Yeah, right. Social…

Marketing Management, Choosing Leads or Branding

This is part of an occasional series by the principals of Sensei Marketing on the issue of Marketing Management.  Too often marketers are required to make decisions for which the right answer is “it depends.” Factors such as the business environment, the political environment, past sales performance or even internal politics can influence our decision making. Further,…

Owning the Customer Experience is a Marketing Function

The landscape in which businesses operate has changed dramatically in modern times, yet the roles of marketing executives and departments have been slow to change. According to consulting firm Deloitte, the influence and agenda of marketing executives have expanded, yet their organizational context has not fully caught up — they often have only indirect input on many…

Bud Light Embraces Content Marketing, Builds Millennial Audience

It’s almost time to reveal the secret location and videos of the hinted-at debauchery of Bud Light’s Party City!   BBDO’s campaign, called “Up for Whatever,” has been promising Millennials the opportunity to be invited to the party of the year on Labour Day weekend at a yet-to-be revealed Bud Light town called “Whatever USA.” Along with the…

Real-Time Marketing Vs Real-Time Content – Do You Know the Difference?

This time last year, marketing strategists and bloggers declared 2013 the “year of real-time marketing.” These marketers felt vindicated when Oreo famously reassured everyone that we could still “dunk in the dark” when the lights when out in the stadium during Super Bowl ’13. The reaction to the real-time social media campaign received an extraordinary amount of…

Will Ambush Marketing Kill Corporate Event Sponsorship

The cost of a Super Bowl commercial, while remaining flat at a rate of $4 million in 2014, has increased by an average of 10% per year since the first Super Bowl was aired ($45,000 for 30 seconds), according to SportingCharts.com.  Clearly, there’s no shortage of interest in this event by the public or advertisers. In fact,…

Do You Know Your Customer Acquisition Costs?

  Social networking, social media marketing, blogging…if you speak to marketers today, these are the words you’ll hear most often when asking about customer acquisition plans. There’s certainly a growing focus on the importance of social media in customer acquisition, but at what cost? Do you know your customer acquisition costs? You know, the amount of capital invested…

How Do You Measure Customer Experience?

Last  Wednesday, I hosted the 102nd edition of  Twitter’s first debate hour: #Bizforum. The topic: Is “Customer Experience” the same as Marketing? I’ve also lately been debating the impact of a vocal CEO on customer experience (think Abercrombie & Fitch). In each conversation, I’ve heard a common refrain… – Who really owns customer experience? And more importantly,…

The Influence Gap: Need vs. Solution

The topic of marketing accountability is a recurring theme here on Sensei Blogs and a personal passion of mine. The need for accountability in marketing was further highlighted in the results of a survey released last week by Sensei Marketing and ArCompany. During February 2013, we surveyed over 1300 marketing and public relations professionals to determine the…

Relationship Intensity and ROI Measurement

I had the honour, last week, of joining many insightful and intelligent people at the eMetrics conference in Toronto. Self-defined: eMetrics is “big data for Marketers; this is a comprehensive event dedicated to digital analytics and marketing optimization”. Some very smart speakers sharing case studies, tools and exposés on best practices, tools and, of course, metrics to…

Performance Versus Brand Marketers – Battle Rages On

Over the past few years, I’ve been both an amused spectator and a willing participant in the performance versus brand marketer wars. The debate has often produced enough drama to justify a cable television reality show.  In fact, I must be careful how loudly I say that, given the fact there’s no end in sight to the…

Creativity and Customer Acquisition Can Co-Exist

I’ve had the same conversation a few different times over the last few weeks. I’ve been talking about the importance of ROI – as in, “Return on Investment” when it comes to social media, and I’ve been mentioning the fact that if you are investing a lot of money into your social media efforts without even attempting…

Show Me The Numbers! [Why I never trust a calculation]

Marketers love data. Data, data, data. Big data. Little data. Internal data. Platform date. Web site data. Sales data. Conversion data. You name it data. Our fascination with data is bordering on the obsessive. I’m all for making wise business decisions based on solid data, but show me the numbers!  What I’m categorically against is holding data,…

The Score: Marketing Metrics 94, Insights 0

What the average marketer tracks every day: Tweets. Shares. Views. Likes. Retweets. Searches. Comments. Pings. Pokes. +Ks. Reads. Phone calls. Leads. Qualified leads. Converted leads. Return on Investment. Conversations. Recommendations. Votes. Mentions. LinkedIn  connections.  Pins. Returned calls. Repeat visits. Twitter followers. Unique views. Keywords. Tags. Social rank. Klout score. Inbound links. Sale. Household income. Lifetime value. Subscribers….

Why Social Media Marketers Don’t Measure Up

I posted a short rant last week on my growing frustration with marketers fixated on social media metrics such as size of community, depth of reach, frequency of connections and sentiment while failing or refusing to measure how they impact the profitability of the business. It generated a healthy debate within the comments, which, in part, began…

A Social Media Measurement Rant

Social Media marketers first measured the number of fans and followers they had on Facebook and Twitter and yelled: “Yeah! We’re driving results through our social media efforts. Look at me, I’m wonderful”. Then the CEO asked: “How much money did that make us?” Room goes silent. So marketers, learning from this looked to metrics such as…

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