Roi And Measurement

    • Marketing’s answer to winning in an ad-free world

      American baseball star Babe Ruth was among the first celebrity influencers. He made more money from his sponsorships than his sports career. By Mark Schaefer After uttering one sentence a few weeks ago, I was “fired” from a consulting job … before it even started. But it is an interesting tale and I wanted SOME good to come of it, so here it is — with a lesson about the future of advertising.

      {grow}- 10 readers -
  • I love big blogs and I cannot lie.

    …-content viewing. The average Facebook Live post is now over 10 minutes long and some of the most popular posts are over an hour long. Finally, here is a list of my five most popular blog posts from the past two years and the word count: Content Shock (2,188 words) The best social media platforms for your business (2,257 words) 20 ways…

    {grow}- 12 readers -
  • Strategies to deal with losing readers through the newsfeed evolution

    … where I actually have a prototype but I’ve been stopped in my tracks because I’ve come to realize that since I started the project, the world has moved rapidly, and dramatically, away from options that would enable me to invest in something this risky and creative — we are in the newsfeed evolution. In particular, Facebook and Apple are hastening…

    {grow}in Facebook- 16 readers -
  • How I get more stuff done than you: Focus

    … categories, I don’t do it. This includes accounting, travel arrangements, and web tweaks, which I out-source to people who do it much better than me. Time and focus You may be thinking, “Well, I love tweaking my website … I could NEVER give that up!” That’s an especially good reason to give it up. If you are spending all your time tweaking stuff, every…

    {grow}in How To's- 13 readers -
  • Is content swiping smart marketing or brand desperation?

    … By Mark Schaefer The race to publish meaningful and relevant content is furious. But a new development I uncovered pushes some new boundaries. Is this development creative genius or pathetic stealing? I was doing some research on marketing education and came across a seemingly helpful article on Forbes. But something did not seem quite right…

    {grow}in Content- 13 readers -
  • Podcasts and advertising: Meet social media’s new super power

    … We are rapidly moving toward an ad-free world, which is kind of scary because the Internet really, really, really depends on ads. Ad blocking increased by 94 percent between 2015 and 2016. About one-third of all smartphone owners block the ads that make all that great free content possible. I probably consume more content than ever. But I do…

    {grow}- 14 readers -
  • A course correction for influence marketing measurement

    … is getting narrower. Content marketing is getting more expensive due to Content Shock. That promotional money has to go somewhere, and I think it will continue to be channeled to powerful online influencers. The influence frenzy is driving some pretty crazy money. One article documented how a 26-year-old quit her job to do Snapchat for brands full-time…

    {grow}in Content Facebook Twitter- 21 readers -
  • Research shows content engagement is disconnected from brand goals. What’s next?

    … “Engagement” is one of the most intoxicating of social media measurements. It easily shows that something is HAPPENING and we love that. I have written about engagement as a metric over the years, most notably stating that: “Engagement” is not a strategy Engagement is an important sign of early cultural progress Engagement…

    {grow}in Content- 14 readers -
  • Highlights from my #SMMW keynote speech

    … holding us back: ROI and measurement, RESOURCES to get things done, and REACH in a noisy world. Let’s look at these in a little more detail. ROI How do we measure social media marketing? This is a topic we have been debating for more than a decade! I challenged the audience to consider qualitative measures in addition to things they could easily…

    {grow}in SEO Content- 11 readers -
  • An expanded view of influence marketing measurement

    … way to measure anything when it comes to true influence. So WHERE is the power of influence marketing occurring … if it is happening at all? In a recent post, I explained that there are eight benefits of influence marketing: Reach/Awareness (especially when yours is limited) Research (since these people are generally experts in their field…

    {grow}- 9 readers -
  • 8 Practical applications for influence marketing

    … In late 2011, I turned in a manuscript for the first book on social influence marketing, Return On Influence. At the end of the book I predicted that influence marketing would become a mainstream activity within two years, a bold prediction since nobody was even using the term back then! But my prediction did come true. The ability for everyone…

    {grow}- 15 readers -
  • Marketing: New architects of the customer experience?

    … There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “dark funnel“). As much as we might long for the days when we created a strategy…

    {grow}- 19 readers -
  • The uncomfortable state of content marketing metrics

    … In a post titled Content Marketing – It’s About to Get Weird, my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s how he broke the news: In our 2016 Content Marketing Benchmarks, Budgets, and Trends research (conducted in partnership with MarketingProfs), the effectiveness rate for B2B organizations…

    {grow}in Social Content- 33 readers -
  • The business case for dwelling on dwell time

    … I’m a big fan of the New York Times. Not only do they lead the way with the best in American journalism and commentary, they also are innovators in their approach to marketing articles to get them to move. And as you know by now, my strong view is that we must get our content to move. In fact the economic value of all that content you’re…

    {grow}in Content- 10 readers -
  • A ton of useful information on social media marketing measurement!

    … In today’s post I’ve provided two wonderful resources to get you over the hump of social media marketing measurement … subject that seems to preoccupy so much of the online conversation. A few weeks ago, I wrote a post explaining WHEN we measure our efforts is as important as WHAT we measure. This was one of my most popular posts ever and I…

    {grow}in Social- 16 readers -
  • A new process to quantify content marketing success

    … “MEASUREMENT” is the number one challenge for almost any marketer today. Do we try to attach the results of our efforts to awareness? Traffic? Sales? … or something else? How do we demonstrate value? This post explains an exciting new opportunity for content marketing measurement. Just a few years ago, Internet content was a novelty…

    {grow}in Social Content- 21 readers -
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