Modern Marketing
I'm a big fan of Kotler when it comes to marketing. He captures the essence of marketing like nobody else can, from understanding the product and its purpose, to capturing the hearts, minds and wallets of the buyers. And yet, with all of the hope and potential that social media has created in our collective marketing minds, even Kotler has not cracked the nut called social media . More specifically, how to successfully track a successful social media campaign well.
I remember working with my product and technology team back in the late 1990's on our latest technology products that served both the B2B and the B2C markets. We were successful because we understood early on that you needed to understand why people used your product, and how they used your product. What was the job to be done. We used the latest in web site user heat mapping and talked to customers to understand how they looked at our tools, and what they thought was important. That impacted how we communicated with them, as well as our overall systems design and flow.
Our marketing reach was global, spanning multiple countries, with millions of users. In these early days, we were so good at tracking our campaign results, including views, clicks, sign ups, referrals, buys, customer successes, that I had grand visions of a world that was dominated by tracked human behavior. The 90's were exciting, but I never imagined how far we would come. I'm impressed to say the least. I just wish that social media marketing was easier to track and report on. Hubspot, Hootsuite and a hundred other products are out there and available, but they still need work. In the mean time, it's a very manual slog in terms of compiling meaningful data from multiple sources from your full campaign.
Sometimes I miss the old days of print, television, radio, field deployments, partners, billboards and displays. It may not have been efficient, but it was certainly easier in terms of marketing. On the other hand, despite my comments, I love the new tools when they're mixed with the old school tools that are effective. When social media is combined with a broader set of the marketing channels, the impact and long term connection with the customers is unmatched.
I remember working with my product and technology team back in the late 1990's on our latest technology products that served both the B2B and the B2C markets. We were successful because we understood early on that you needed to understand why people used your product, and how they used your product. What was the job to be done. We used the latest in web site user heat mapping and talked to customers to understand how they looked at our tools, and what they thought was important. That impacted how we communicated with them, as well as our overall systems design and flow.
Our marketing reach was global, spanning multiple countries, with millions of users. In these early days, we were so good at tracking our campaign results, including views, clicks, sign ups, referrals, buys, customer successes, that I had grand visions of a world that was dominated by tracked human behavior. The 90's were exciting, but I never imagined how far we would come. I'm impressed to say the least. I just wish that social media marketing was easier to track and report on. Hubspot, Hootsuite and a hundred other products are out there and available, but they still need work. In the mean time, it's a very manual slog in terms of compiling meaningful data from multiple sources from your full campaign.
Sometimes I miss the old days of print, television, radio, field deployments, partners, billboards and displays. It may not have been efficient, but it was certainly easier in terms of marketing. On the other hand, despite my comments, I love the new tools when they're mixed with the old school tools that are effective. When social media is combined with a broader set of the marketing channels, the impact and long term connection with the customers is unmatched.
Posted by James Sale at November 3, 2011 
Categories: Business Strategy & Management
Tags: social media marketing campaign management technology metrics reporting hubspot hootsuite print radio television facebook linkedin twitter
Categories: Business Strategy & Management
Tags: social media marketing campaign management technology metrics reporting hubspot hootsuite print radio television facebook linkedin twitter
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