Here are two questions that arose:
1. Old measurements aren’t working as well as they used to. This is not new information. What is new for me is seeing how Jeremiah (who deals with social media and larger companies) sees the future as compared to how Ian sees the future of measurement.
At Portent we are advising small and medium size companies about their overall internet marketing strategy, so we say “out of all the options available, we recommend putting resources here,” and then we carry that out. So for us measurement is how we decide which of the many things we do that we should do more of.
Example: should we put more hours this month into email marketing or SEO? To decide, we look at verifiable ROI from each source, but we also look at the larger picture of how email and SEO influence the company overall.
For Jeremiah, he is asking a variety of people how they plan to measure. His most recent conclusion:
“So what will me measure?
We each define and measure it in different ways, and it really leads me to suspect that the future of measurement (and Eric agrees) that will likely be a flexible type of measurement that depends on the environment, client and industry.” –Jeremiah
2. How do you communicate the value of social marketing? This discussion is just beginning. Jeremiah has been involved in this for years, at Hitachi and now at Podtech. At Portent we are including more of this as one of the many ways we market for our clients. Yes, if you are a client of mine, we will discuss blogging at some point. Should that be separately mentioned? We will also look at PPC, SEO, how you respond to blog posts about you on blogs, email marketing, usability, how you follow up with customers, and other things… so when does social marketing get its own line?
Good conversation.. thank you, Jeremiah.