Totally Uncorked on Marketing

by Elaine Fogel

Are You Wasting Valuable Resources on Digital Marketing?

woman's shocked face

If you believe that you’re not wasting resources on digital marketing, I have a surprise for you! Most surveyed marketers say they cannot prove the ROI (return on investment) for their digital marketing efforts, particularly on social media and content marketing.

Oh no, you say!

Sorry to break bad news, but TrackMaven’s Marketing Leadership Survey: Strategy, Technology, and Data-Driven Management 2017 demonstrates that the biggest challenge for over 71% of surveyed marketers is proving the ROI of their social and digital marketing efforts. And many of us assumed that digital marketing would make tracking easier than traditional marketing!

These aren’t unique results either. Last summer, MarketingCharts posted results from The CMO Survey that showed how difficult it is to show the impact of social media marketing efforts on businesses. Without evidence, we can’t assume that the same results would apply to nonprofit organizations, but typically, they tend to fall behind their for-profit counterparts.

CMO Survey graph

The TrackMaven survey doesn’t say that marketers aren’t trying to measure their results – the top three metrics they use are: engagement metrics (91%), consumption metrics (82%), and audience growth metrics (78%). What it is saying is that only 27% of them consider themselves very effective at demonstrating the value of marketing efforts internally. Most (69%) say they’re only somewhat effective. Ouch.
Continue reading

3 Easy Tools That Protect Your Privacy Online

 

keys with privacy written on key fob

Are you concerned about your privacy online? What about your customers?

With the growth of the Internet of Things (ioT) and the incessant hacking behaviors of bad actors, how safe can we really be? It’s worse in the U.S. now that President Trump has reversed President Obama’s Federal Communications Commission (FCC) regulation that required ISPs (Internet service providers) to ask first before selling your data.

Thank goodness, some of the big ISPs signed a pledge that allows users to opt out of selling your data for third-party marketing. It’s good idea to check yours for compliance.

You might think it’s ironic that I’m a marketer promoting privacy protection. After all, it’s the marketers who benefit from your data.

But, I’m also a user, and that overrides any marketing advantages. In my opinion, we should only collect data from people who agree to share it.

No one is impervious to security breaches, but there are tools you can use to protect yourself. But first, protect your customers. Continue reading

Should Big Brands Suffer Consequences After Crises?

 

 

United Airlines passenger being removed

By now, you may have seen the viral video of Dr. David Dao pulled from his United Express flight to make room for Republic Airlines crew members. Disturbing and frightening, the incident sent shock waves around the globe.

Incidents like this, although rare, have happened to some degree for years. The difference now is social media sharing. Cell phone videos empower citizen journalists to capture news in ways we never could have imagined before.

Did the United brand take a hit?

You bet! But it may only be temporary. Continue reading

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