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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  Embed:
Moderator
amber-naslund.jpg
Amber Naslund
twitter:
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 : "Relationships" are not goals. It's what you hope to achieve through stronger ones that matters, and is measurable. #sm57
    Posted by: - 04/27/2010 01:29:02 PM
  • #sm57 depends on what role you're hiring. strategy & clientfacing, yes. But some roles id rather a career dedicated to digital.
    Posted by: - 04/27/2010 01:26:03 PM
  • thx. Glad you like! It's unique built specifically for chats by . together w/ we've built ground up #sm57
    Posted by: - 04/27/2010 01:26:03 PM
  • Ohhh I think.... run great chats (back-patting time, ha!) #sm57 #measurepr
    Posted by: - 04/27/2010 01:25:03 PM
  • Its just semantics Everyone has their own point of view re: customer engagement, customer relationships & common goals #sm57
    Posted by: - 04/27/2010 01:25:03 PM
  • in the immortal words of greg oden. boom. #sm57
    Posted by: - 04/27/2010 01:24:04 PM
  • Its just semantics Everyone has their own point of view re: customer engagement, customer relationships & common goals #sm57
    Posted by: - 04/27/2010 01:24:03 PM
  • so you want a "specific generalist" :P #sm57
    Posted by: - 04/27/2010 01:23:02 PM
  • Check out the page here: http://bit.ly/Z2nCi (hashtagsocialmedia) - & a built in live "tweetchat!"#sm57
    Posted by: - 04/27/2010 01:22:03 PM
  • That would b Lidz. w/ no bend in the brim...but they better bring "it" regardless. 2day's world demands it. #sm57
    Posted by: - 04/27/2010 01:21:03 PM
  • RT : 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
    Posted by: - 04/27/2010 01:21:03 PM
  • For those that talked about engagement measures on #sm57, here's the post I referred to: http://bit.ly/bXcbJF /via
    Posted by: - 04/27/2010 01:20:04 PM
  • - so how does one get one of those fancy recap hashtag sites? Is it just for #sm57 ?
    Posted by: - 04/27/2010 01:19:03 PM
  • LOL Leave it to ... checking to see if we're listening - She can get a party & convo started! #sm57
    Posted by: - 04/27/2010 01:19:03 PM
  • . LOL 57 weeks ago. Every Tuesday from 12 to 1 EST...Our first host? #measurePR #sm57
    Posted by: - 04/27/2010 01:18:02 PM
  • Ditto to that! RT : … I would prefer my digital marketers to have some traditional marketing experience #sm57
    Posted by: - 04/27/2010 01:18:02 PM
  • When hiring in todays world, I need someone to have the full spectrum of skiilsets ideally. I need the blend. #sm57
    Posted by: - 04/27/2010 01:18:02 PM
  • You're welcome any time! #measurePR is biweekly on Tues, 12-1 pm ET. When did #sm57 start?
    Posted by: - 04/27/2010 01:17:04 PM
  • RT : For a FULL recap of today's #sm57 chat, it is ready to go. whether you want to reference or follow everyone, its here http://bit.ly/aopXNd
    Posted by: - 04/27/2010 01:17:04 PM
  • When hiring in todays world, I need someone to have the full spectrum of skiilsets ideally. I need the blend. #sm57
    Posted by: - 04/27/2010 01:17:03 PM
  • RT I agree. RT : As we go forward I would prefer my digital marketers to have some traditional marketing exp. #sm57
    Posted by: - 04/27/2010 01:16:03 PM
  • 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
    Posted by: - 04/27/2010 01:16:03 PM
  • Great information and varied perspectives shared during #sm57 chat!
    Posted by: - 04/27/2010 01:16:03 PM
  • RT : For a FULL recap of today's #sm57 chat, it is ready to go. whether you want to reference or follow everyone, its here http://bit.ly/aopXNd
    Posted by: - 04/27/2010 01:15:05 PM
  • Great information and varied perspectives shared during #sm57 chat!
    Posted by: - 04/27/2010 01:15:04 PM
  • RT : "Balance" is the emerging success story 4 PR & Mktg. With few exceptions, it's not digital OR traditional. #sm57
    Posted by: - 04/27/2010 01:14:03 PM
  • I fully agree. RT : As we go forward I would prefer my digital marketers to have some traditional marketing experience #sm57
    Posted by: - 04/27/2010 01:13:02 PM
  • Good seeing you today, I can always count on you to keep me straight ;) #sm57
    Posted by: - 04/27/2010 01:13:02 PM
  • is a smartie, I would have liked to have partcipated in that as well.. #sm57 #measurePR
    Posted by: - 04/27/2010 01:13:02 PM
  • RT : "Relationships" are not goals. It's what you hope to achieve through stronger ones that matters, and is measurable. #sm57
    Posted by: - 04/27/2010 01:13:02 PM
  • Yes, maybe, but after 40 yrs in business, I've found it's worth every penny I might lose. #sm57
    Posted by: - 04/27/2010 01:12:03 PM
  • RT : re: finding best trad/digital mktg mix - test like crazy. test. fail. learn. try again. fail. ride what works, drop other #sm57
    Posted by: - 04/27/2010 01:12:03 PM
  • Great #SM57 chat today w/ - Here's a list of participants to keep in touch. http://ow.ly/1DKOf
    Posted by: - 04/27/2010 01:12:03 PM
  • Great seeing you too and learning from your clear logic #sm57
    Posted by: - 04/27/2010 01:12:03 PM
  • Outcomes can be measured across all mediums. Considering media to include all modes is key. Don't think separate; focus on integrated. #sm57
    Posted by: - 04/27/2010 01:12:03 PM
  • I usually pick one, read the other(s) Today the convos converged. Maybe an "integrated" chat? #sm57 #measurePR
    Posted by: - 04/27/2010 01:11:08 PM
  • In extreme amounts. I don't think they've ever read a newspaper either...:) #sm57
    Posted by: - 04/27/2010 01:11:08 PM
  • really good twitter chat #sm57 thanks all!
    Posted by: - 04/27/2010 01:10:03 PM
  • Great job on moderating #sm57!
    Posted by: - 04/27/2010 01:10:03 PM
  • RT : For a FULL recap of today's #sm57 chat, it is ready to go. http://bit.ly/aopXNd
    Posted by: - 04/27/2010 01:10:03 PM
  • : So happy I got to talk to you :) at #sm57
    Posted by: - 04/27/2010 01:10:03 PM
  • Thanks for the retweets/combos on #sm57 and to Amber for hosting. My first time! Hoppin on flight now - see you shortly.
    Posted by: - 04/27/2010 01:10:03 PM
  • Business sense too? You're asking a lot of your mktrs.lol, next thing, you'll b wanting your sales people 2 care #sm57
    Posted by: - 04/27/2010 01:09:03 PM
  • Thanks 4 hosting #SM57 (gr8 discussion) & 4 the excellent post today Re: engagement in eye of beholder http://bit.ly/awCPGI
    Posted by: - 04/27/2010 01:09:03 PM
  • Thanks to marc_meyer and jasonbreed for their continual effort to bring us #sm57 + especially to all of you who participate = the real value
    Posted by: - 04/27/2010 01:08:02 PM
  • Are you finding a lot of digital marketers with NO traditional marketing experience and no desire to learn? #sm57
    Posted by: - 04/27/2010 01:08:02 PM
  • : really great to chat at #sm57. actually discovered Ant's eye view blog a couple of days ago.impressed with what company is doing
    Posted by: - 04/27/2010 01:08:02 PM
  • For a FULL recap of today's #sm57 chat, it is ready to go. whether you want to reference or follow everyone, its here http://bit.ly/aopXNd
    Posted by: - 04/27/2010 01:07:08 PM
  • thank you!! Glad to "talk" with you too. #sm57
    Posted by: - 04/27/2010 01:07:08 PM
  • great conversation on #sm57 Thanks for stretching my mind.
    Posted by: - 04/27/2010 01:07:08 PM
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Moderator
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
RT : For a FULL recap of today's #sm57 chat, it is ready to go. http://bit.ly/aopXNd
Then in my view, you're going to leave some opportunity on the table. But it's a choice, to be sure. #sm57
Alright all. Lots of great contributions to #sm57 today. Thanks for sharing your perspectives and being conversational. Appreciated it. :)
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
Yep, but I see it all the time. What's your goal? To build relationships. Bah. #sm57
"Relationships" are not goals. It's what you hope to achieve through stronger ones that matters, and is measurable. #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
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
Wonder if anyone caught my sarcasm. #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
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
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
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
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
Okay, so Q2: How do you know your *digital* marketing efforts are effective? #sm57 (Seems like we've gone here already)
But most companies don't behave that way. Can we change that perception, and how? #sm57
I agree with that. Did I say otherwise? #sm57
I agree with that. Did I say otherwise? #sm57
Right, that's direct marketing. But can we determine success for something other than that? #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
You have to devise ways to track response from each uniquely, no? #sm57
Right, we all say that too. So then, what constitutes a solid goal? #sm57
Right. So help me out. Let's define it clearly. #sm57
I like using the word alchemy. #sm57
I'd say it's not hard to correlate, but it's hard to prove CAUSE. There's a difference. #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
Okay, so how do you determine loyalty? And why does it matter? #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
But all roads lead to Rome. We want more brand recognition so we can generate more leads. #sm57
But isn't brand lift directly design to increase sales down the road? #sm57
Wow, big words there. Want to translate for kids like me? #sm57
And those alone are indicators of success? #sm57
Ah, a concrete answer. So marketing is designed for lead generation alone? #sm57
That can be quite true. So, how can we start changing that? #sm57
Okay, but analytics around what? What techniques are you measuring and why? #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
Alrighty folks. Ready? Set? Go-go Gadget #sm57...
You're here. That's all. Just watch and participate in the #sm57 stream. Easy, peasy. :)
T-minus four minutes until #sm57 takes off. Got coffee? Ready to put your brain in gear?
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.