Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Scooped by Jeff Domansky
June 15, 2013 9:57 AM
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Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach

Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach | Public Relations & Social Marketing Insight | Scoop.it

... Sales lift, impact, and retention are just a few of the key measurements for any return-on-objective (ROO) program. (Note: I like to use ROO instead of ROI [return on investment] because it focuses content marketers on the real objectives.)


Sometimes ROO can be determined with one metric, while other times four or five are needed to show an impact on your organization’s business goals.ROO measurements come in all shapes and sizes, and usually include multiple items to give you the complete answer to your question. The important aspect to remember is you aren’t measuring just for the sake of measurement.


The tools and tactics below are used to directly determine what a project’s objectives should be. If you keep that in mind, you’ll get your ROO. Here are a few measurement initiatives to get you started...

Jeff Domansky's insight:

Joe Pulizzi shows how to measure what matters. Great tips!

Lea Woodward's curator insight, June 22, 2013 3:14 PM

Interesting approach to measurement that provides a useful framework. Like the focus on ROO (return on ibjective) vs. the more typical ROI.

Scooped by Jeff Domansky
November 28, 2012 2:21 PM
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Shopping Gets Personal | Smithsonian.org

Shopping Gets Personal | Smithsonian.org | Public Relations & Social Marketing Insight | Scoop.it
Retailers are mining personal data to learn everything about you so they can help you help yourself to their products.

 

Black Thriday is over. So is Small Business Saturday and Cyber Monday. Today, in case you didn’t know, is either Green Tuesday or Giving Tuesday, depending on whether you feel like eco-shopping or giving to charity.

 

Not sure what tomorrow may bring (How about Weird Relative Gift Wednesday?), but I suppose shopping does feel less chaotic if someone’s organizing it into theme days, although that doesn’t always stop it from devolving into a contact sport.

 

Can you imagine American shoppers embracing something like iButterfly, a mobile app popular in Asia where customers earn coupons by tracking down virtual butterflies with their smartphones?

 

Me neither.

 

In the U.S., it’s about cutting to the chase and here the chase is after the sweetest deals, pure and simple, without having to bother with running after faux flying insects. And retailers have ratcheted up the competition, using the latest tracking technology to closely monitor their competitors’ pricing decisions and undercut them, in close to real-time, on their own websites. When Best Buy, for instance, published advertising saying it would be selling a $1,500 Nikon camera for $1,000, Amazon responded on Thanksgiving morning by cutting its price for the same camera to $997....

 

[Smithsonian offers a valuable marketing context for Black Friday shopping phenomena ~ Jeff]

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Scooped by Jeff Domansky
December 6, 2012 2:21 PM
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5 Questions to Ask Yourself Before You Play the CMO Blame Game | Fast Company

5 Questions to Ask Yourself Before You Play the CMO Blame Game | Fast Company | Public Relations & Social Marketing Insight | Scoop.it
You've done everything right. You had an idea that you know solves a problem.

 

...You have high hopes for your new product. But you can't just put it out there and hope it will be discovered. So you hire someone to make you a marketing plan and implement it. This magical marketing person is supposed to help your company grow. Mr. Marketing Magic should help your team close more sales.

 

But it doesn't happen. You look at the numbers and your revenue is flat. So what do you do? You fire the marketing person and bring in another marketing person with a new and perhaps better plan....

 

[Not so fast says Francine Hardaway in Fast Company. Try these five questions first. ~ Jeff]

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Scooped by Jeff Domansky
November 20, 2012 3:02 PM
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New Breed of Web Metrics Can Help Marketing Executives Make Better Decisions | B2B Marketing Blog | Webbiquity

New Breed of Web Metrics Can Help Marketing Executives Make Better Decisions | B2B Marketing Blog | Webbiquity | Public Relations & Social Marketing Insight | Scoop.it
While there are hundreds of tactical tools for SEO, social media, SEM and other areas, there are really no strategic digital marketing tools. Or are there?

 

[Valuable overview of SEO, social media and other tools ~ Jeff]

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