SMART Marketing and PR
S = Strategy to Meet Goals
M = Media Mix
A = Art & Creative that Sells
R = Research to Identify Buyers and Measure the Results for ROI
T = Tactics & Channels that Fit the Situation
It's all about tracking and measurement. That's what makes SMART Marketing successful.
Every executive has an opinion. True life stories:
- They'll "order" you to use Grateful Dead like music in a radio spot because they're a fan... and then tell you to jack the volume up real loud so you can't even hear the message. Without measurement, you won't be able to fight back.
- Others will tell you to run TV commercials on a mass media channel (because they like the channel) to drive traffic to some small real estate development buried in the middle of that vast viewing area. If you don't measure the results, that executive will continue to ruin your sales and waste your marketing budget.
Facts must overrule personal preference. This announcement is another big win for measurement ammo.
Social Media Marketing is in use by the Inc 500. Forty-three percent of the 2009 Inc. 500 reported social media was “very important” to their business/marketing strategy. An incredible 91% of the Inc. 500 is using at least one social media tool in 2009 (up from 77% in 2008). In addition, as they ramp up their usage, the Inc. 500 companies are also seeking to protect themselves legally, with 36% having implemented a formal policy concerning blogging by their employees.
Click Here to Download a PDF of the University of Massachusetts Dartmouth Study
Recently I told a client in response to his question, "When we start to participate on the Internet, how do we control it?"
My answer, “How well are you controlling it now with less than 10 mentions on Google and each of the important influencer websites – and 7 of the 10 are negative info about you. When you participate you have some control. Maybe not all the control you would like. But more than you have today when you don't participate at all.”
Mike Brown
www.BrownLtd.com
As Social Customers Become More Empowered,
Organizations Must Have A Listening StrategyAs we approach 2010 planning companies need a strategy around listening. Sadly, most companies, and their agency partners don’t know why to listen or how. As a result, they must identify which stage of listening they are at, and then set a goal on which stage they see to aspire in 2010. Click the Link for the Full Article:
Web Strategist
Posts
