Thanks for dropping by! You’ll notice that I haven’t posted in a while and there’s a good reason.
I’ve been working on amalgamating my blog and speaking site and giving it a refresh. It’s been a handful! In addition to the usual technology challenges and the fact that I’ve been squeezing in client projects, it’s taking longer than I had anticipated. (What else is new?) 😏
I hope I can count on your patience during this transition. Before long, I’ll be blogging again.
Last Thursday, I received an email from United Airline’s CEO, Oscar Munoz. The subject line? “Actions Speak Louder than Words.”
As you may know, United Airlines has been in deep doo-doo for an incident that occurred with Dr. David Dao. The airline reached a confidential settlement with the doctor and promised to change its ways. In addition, it is upping the incentive amount for voluntary rebooking, now making it the leader in this arena.
Here’s the complete email: Continue reading
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.
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.