Archive for November, 2011

Yes, Virginia…There is ROI in Social Marketing

See the survey at Marketing Sherpa survey 2011

In a recent survey conducted by Marketing Sherpa [a great source of marketing insights], 64% of all companies deploying social media strategies view it as a promising tactic that will eventually produce ROI. In simple terms, they are saying it makes sense but let’s go at it conservatively because it isn’t really producing results right now.
As a professor of social and integrated marketing at Northwestern’s Medill IMC [Integrated Marketing Communications] program, my graduate and undergraduate classes have focused on developing ROI justified, measurable social marketing programs for a wide range of companies. Each quarter, we invite companies ranging from start-ups to Fortune 100 firms, for profit and not-for-profit, and business-to-business and consumer direct companies to work with us to build social marketing programs. Some of these companies have sophisticated social media programs while others are just starting to explore the potential of marketing in the social “cloud”. After working with over 50 companies, we have found there is considerable confusion about what social marketing is and how social should be integrated into the marketing mix of a company.

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Randy Hlavac
Randy Hlavac is a marketing futurist who – since 1990 – has worked to integrate new technologies into the marketing strategies & tactics of B2B and B2C companies.

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