Public Relations & Social Marketing Insight

Suffering from underperforming marketing KPIs? Read this post and learn how to fix those guys! After that, you’ve got to grab your marketing by the bootstraps and make the necessary adjustments in order to provide your CEO with the ROI they’re looking for.

Below I’ve detailed six metrics highlighted by CMO Mike Volpe on this very blog, how to identify when they’re underperforming, and how to make the necessary adjustments to save your bacon. Here’s how. How to Fix 6 Critical Marketing KPIs When They're Underperforming....

We've all read that social-media ROI is weaker than other traditional marketing channels. Recently, social media came under fire again in an articles in which Unilever aired their concerns in Marketing Magazine.

Unilever marketing teams are questioning the logic of shifting big budgets to social media, when the equivalent spent on in-store promotions can deliver an ROI up to 50% higher. This statement suggests a lot about the mindset of some marketers who work for big companies.

Social media has been developing for about a decade, but these marketers still miss the point. Consumers are no longer passive targets that you can simply feed with coupons and vouchers. People want their purchases to be inspired by stories that matter. And they're even ready to trust brands to tell their stories, if brands are sincere. They want to know how a brand is trying to change the world. Naive? Maybe. But, maybe not....

Content marketing that combines paid, earned, and owned media is a simple strategy that leads to publisher partnerships that can drive success for both parties.

When I discuss our content marketing plans — and our budget — I make a point of letting all publishers know that my goal is to become a partner with them. And if you talk to anyone I’ve purchased advertising from, many of them have not only become good friends, but we’ve also helped each of our businesses grow in the process.

The ad placements are just one part of a three-legged media stool that combines paid, earned, and owned media. This convergence helped create a simple content marketing strategy that led us to start thinking about publishers in a whole new way while putting an end to interruptive advertising....

Many marketers today are looking to increase their Facebook fans, LinkedIn memberships and/or Twitter followers. Social media marketing is a new buzz-word in both b2b and b2c domains.

But, when it comes to engagement, how easy is it to measure the engagement-level of your Facebook fans or LinkedIn Group Members? How easy is it to interact with them and nurture them? How easy is it to get usage and engagement metrics out of Facebook, LinkedIn et al? Is it even possible? Can you act on the metrics?

External social sites are good for brand-building (or reach) but not for interaction or engagement. A recent Gartner report cited that a mere six percent of marketers claim that marketing on social networking sites is their top priority. What is even more powerful is that 45 percent of those surveyed said corporate websites were key contributors to marketing success. And from the customer perspective, four out of five customers claim to visit a website for product information and only a mere 19 percent would visit a Facebook page, according to Incyte Group....