Managing the marketing mix-What's more effective?


TOPIC QUESTIONS
Q1) How do you know your traditional marketing efforts are effective?
Q2) How do you know your digital marketing efforts are effective?
Q3) What is the right budgeting mix between traditional & digital?
   Event Details
Event Date:
     2010-04-27
Event Time:
     12PM - 1 PM EST
Participants:
     113
Tweets:
     729


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Moderator
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Amber Naslund
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web: http://www.altitudebranding.com
BIO: Amber Naslund is a social media and marketing practitioner, and the Director of Community for Radian6 social media monitoring. There, she’s responsible for client engagement, community building, and helping companies build sound strategies for social media listening, measurement, and engagement. She’s spent the last 15 years or so working with businesses of all sizes, from the Fortune 50 to startups and local nonprofits, and has enjoyed a dive ...more
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  • RT : Getting set for #sm57 on Managing the Marketing Mix in #socialmedia chat. U coming? Lots to discuss, & your input matters.
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  • RT : 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? Host? #sm57 #socialmedia
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  • with bells on :-) #sm57
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  • 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? Host? #sm57 #socialmedia
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  • Looking forward to hosting 'Managing your Marketing Mix' at 12N ET today! #sm57 #socialmedia
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  • aanvulling voor de studio: gitaar opname microfoon en onderkant snaredrum :) #sm57 http://tweetphoto.com/20124189
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  • RT : FYI, our host for tomorrow's #socialmedia tweetchat at 12 est is #sm57 topic: Managing your Marketing Mix
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  • Yes RT Hosting #socialmedia chat on Managing your Mktg Mix tmw est #sm57 See u there?
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  • FYI, our host for tomorrow's #socialmedia tweetchat at 12 est is #sm57 topic: Managing your Marketing Mix
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  • RT : Getting set for #sm57 on Managing the Marketing Mix in #socialmedia chat. U coming? Lots to discuss, & your input matters.
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  • Getting set for #sm57 on Managing the Marketing Mix in #socialmedia chat. You coming? Lots to discuss, and your input matters.
    Posted by: - 04/27/2010 11:50:19 AM
  • As always, this is your bathroom break 15-minute warning for #sm57 with . #socialmedia
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  • Join #socialmedia chat w/ on Managing the Marketing Mix follow #sm57 www.hashtagsocialmedia.com/blog
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    Posted by: - 04/27/2010 11:50:19 AM
  • BST (British Summer Time) + 5 - 12:00 EDT. Hope that helps. #sm57.
    Posted by: - 04/27/2010 11:50:19 AM
  • we are 1hour away now...whatever that is. GMT+5? #sm57
    Posted by: - 04/27/2010 11:50:19 AM
  • one hour away from #socialmedia chat w/ on Managing the Marketing Mix follow #sm57 www.hashtagsocialmedia.com/blog
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : FYI, our host for tomorrow's #socialmedia tweetchat at 12 est is #sm57 topic: Managing your Marketing Mix
    Posted by: - 04/27/2010 11:50:19 AM
  • 12 noon EST #sm57
    Posted by: - 04/27/2010 11:50:19 AM
  • Is #sm57 at noon EST or EDT? (Note to self: stop this timezone policing ;-( start campaign against daylight saving instead :-) )
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? Host? #sm57 #socialmedia
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : RT : 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? (I'm hosting) #sm57 #socialmedia
    Posted by: - 04/27/2010 11:50:19 AM
  • with bells on :-) #sm57
    Posted by: - 04/27/2010 11:50:19 AM
  • Thanks for the RT - will we see you at #sm57 with today at 12N ET?
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : 2days Noon EST chat on Managing the Marketing Mix: Which Channel's More Effective? Host? #sm57 #socialmedia
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? Host? #sm57 #socialmedia
    Posted by: - 04/27/2010 11:50:19 AM
  • RT RT : 2day Noon EST chat on Managing the Marketing Mix: Which Channel's More Effective? (I'm hosting) #sm57
    Posted by: - 04/27/2010 11:50:19 AM
  • RT : Looking forward to hosting 'Managing your Marketing Mix' at 12N ET today! #sm57 #socialmedia
    Posted by: - 04/27/2010 11:50:19 AM
  • time to run down and get some tea before the floodgates open for #sm57.
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Moderator
Getting set for #sm57 on Managing the Marketing Mix in #socialmedia chat. You coming? Lots to discuss, and your input matters.
RT : 2days Noon EST chat is on Managing the Marketing Mix: Which Channel's More Effective? (I'm hosting) #sm57 #socialmedia
Getting set for #sm57 on Managing the Marketing Mix in #socialmedia chat. You coming? Lots to discuss, and your input matters.
T-minus four minutes until #sm57 takes off. Got coffee? Ready to put your brain in gear?
You're here. That's all. Just watch and participate in the #sm57 stream. Easy, peasy. :)
Alrighty folks. Ready? Set? Go-go Gadget #sm57...
I tend to think that much of determining any effort's success relies on connecting dots to other business areas. #sm57
Q1: How do you know your traditional marketing efforts are effective? #sm57
Alrighty folks. Ready? Set? Go-go Gadget #sm57...
I tend to think that much of determining any effort's success relies on connecting dots to other business areas. #sm57
Okay, but analytics around what? What techniques are you measuring and why? #sm57
That can be quite true. So, how can we start changing that? #sm57
And those alone are indicators of success? #sm57
Ah, a concrete answer. So marketing is designed for lead generation alone? #sm57
Wow, big words there. Want to translate for kids like me? #sm57
But isn't brand lift directly design to increase sales down the road? #sm57
But all roads lead to Rome. We want more brand recognition so we can generate more leads. #sm57
Agreed. So then, how do we create objectives that illustrate progress? #sm57
Agreed. So then, how do we create objectives that illustrate progress? #sm57
Okay, so how do you determine loyalty? And why does it matter? #sm57
Alright so we all agree on clear objectives, fine. But how do you determine WHAT the objectives should be in the first place? #sm57
You know I agree. i'm just pushing you. :) #sm57
I'd say it's not hard to correlate, but it's hard to prove CAUSE. There's a difference. #sm57
I like using the word alchemy. #sm57
Right. So help me out. Let's define it clearly. #sm57
Right, we all say that too. So then, what constitutes a solid goal? #sm57
You have to devise ways to track response from each uniquely, no? #sm57
I love you, but that's a naive view. Yes, we're all in it together. But if we have to teach others, what do we say? #sm57
You have to devise ways to track response from each uniquely, no? #sm57
Right, that's direct marketing. But can we determine success for something other than that? #sm57
I agree with that. Did I say otherwise? #sm57
I agree with that. Did I say otherwise? #sm57
But most companies don't behave that way. Can we change that perception, and how? #sm57
Okay, so Q2: How do you know your *digital* marketing efforts are effective? #sm57 (Seems like we've gone here already)
Exactly. So we can correlate but not always draw cause > effect. Can you still measure effectively? #sm57
We talk a lot about "goals" and "objectives" in generalities, but how do we break out of that rut and start defining those better? #sm57
That may be true, but that's an idealistic view, and we haven't well taught companies how to OPERATE that way. #sm57
So just site visits tell you you've done a good job? I'd argue with that. #sm57
Really? So skills trump the needs of the customers and prospects? #sm57
That's true, but it doesn't negate that they're on the path *toward* the bottom line. #sm57
Yes. But that doesn't mean that digital doesn't cost. #sm57
Figure that out how? #sm57
Okay, and drilling in some more, find them how? #sm57
You think digital tools are free? The tech maybe, sometimes, but how about the people and resource costs? #sm57
RT : #sm57 Testing, testing, testing. That's the ONLY way. Test, experiment, and fail until you succeed or go broke.
Can you please go on the road with me and help other businesses learn to do that and take the chance? #sm57
I know. Did it for 7+ years. It's not well understood that they're a business too. #sm57
Wonder if anyone caught my sarcasm. #sm57
okay, but how do you determine "likely to produce" what you want? Easy to say but doing? #sm57
Really? So skills trump the needs of the customers and prospects? #sm57
That's true, but it doesn't negate that they're on the path *toward* the bottom line. #sm57
Yes. But that doesn't mean that digital doesn't cost. #sm57
Figure that out how? #sm57
Okay, and drilling in some more, find them how? #sm57
You think digital tools are free? The tech maybe, sometimes, but how about the people and resource costs? #sm57
RT : #sm57 Testing, testing, testing. That's the ONLY way. Test, experiment, and fail until you succeed or go broke.
Can you please go on the road with me and help other businesses learn to do that and take the chance? #sm57
I know. Did it for 7+ years. It's not well understood that they're a business too. #sm57
Can't say I agree with that one bit. But thanks for sharing that perspective. #sm57
I hate the phrase "it's about relationships". :) Relationships for what purpose? To what end? With which people? #sm57
"Relationships" are not goals. It's what you hope to achieve through stronger ones that matters, and is measurable. #sm57
Yep, but I see it all the time. What's your goal? To build relationships. Bah. #sm57
I have tons of strong relationships that have the purpose only to enrich my life. And that's perfectly fine. #sm57
Not at all. But in a business context, you need to understand your intent behind the relationships, and how they yield. #sm57
Alright all. Lots of great contributions to #sm57 today. Thanks for sharing your perspectives and being conversational. Appreciated it. :)
Then in my view, you're going to leave some opportunity on the table. But it's a choice, to be sure. #sm57
RT : For a FULL recap of today's #sm57 chat, it is ready to go. http://bit.ly/aopXNd
For those that talked about engagement measures on #sm57, here's the post I referred to where I pick that term apart: http://bit.ly/bXcbJF