A recession (yes, that might now sound optimistic) invariably throws up or accelerates new forms of marketing focus. Social media is one of these focuses and is a wondrous catch-all for everything from social networking sites to forums, blogs and video. Social media is symbolized by the tendency to think that because it appears cheap it has to be both easy and effective. The first trick is to really understand how best to measure all of this stuff. Old world measures assume a really linear model: spend $ X influence Y. However, this is not going to work here because of three fundamental issues.
No matter how long this all lasts, we are going to have to find a rational way of managing resources in this environment. We had a large response from the 8 rules blog but for many of us we need a more “now” approach to handling the emotional traumas we are facing.
September 18, 2008 | Tags:
measuring results
According to a recent (2008) study from the Association of National Advertisers the biggest challenges to creating integrated marketing environments were “functional silos,” at 59%, “lack of strategic consistency across communications disciplines" at 42% and then three in the near to near mid thirties, “lack of skills,” “lack of standard measurement process” and in between those two “insufficient marketing budget.”