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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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When The Measures Change Everything Changes

When The Measures Change Everything Changes | Beyond Marketing | Scoop.it

Often change is not the result of one specific thing rather it is the convergence of numerous factors coming together to create collective change. One would have to be living in a cave not to recognize that changes in markets, economics, politics, power and communications are all being fueled by digital technology.

The forces driving much of the need to change are new market models being discovered by those creating innovative products and this entirely new markets. The forces pushing against these new models are the old mental models of organizations and markets being threatened by the new market models. However even those living in the old mental models are being forced to adopt to new measures of success for fear of loosing what they got.

 

 

Denis Failly's insight:

Social Era, Intangible Assets, change way to measure

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Measure What’s Important, Not What’s Convenient

Business owners and their marketingteams are holding themselves back from success. That’s right; it’s them and no one else. That’s because they’re holding fast to easy-to-obtain convenience metrics. So what is a convenience metric? It’s a number that “conveniently” grows and gives the appearance of a successful campaign. On social platforms, convenience metrics are things like number of followers or fans and post likes. Sure, these metrics can give us an idea if our content is share-able or popular, but it doesn’t paint the entire picture of your social success. After all, why is your business on social? To show how much people like your photos? Probably not.

 

 

Denis Failly's insight:

A tutorial video you uploaded to YouTube got 60,000 views in a week. Great, right? Well, not necessarily. How many of these views resulted in a visit to your website? Of these visits, how many performed an action, whether it was filling out a lead form or purchasing your software? Of the people who purchased, how many shared their purchase with friends or wrote a recommendation/review? These are all much more telling metrics than your 60,000 views. And chances are, the numbers that answer these questions are much, much smaller.

  
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