Bankruptcy Attorney

7 critical thinking standards
annotated bibliography citing multiple authors
best essay writers of all time
application letter nigeria
an essay on man poem epistle 4
admissions essay leadership
annotated bibliography example apa format 6th edition
business plan writers uk
application letter for an academic position
apa essay format in word
best essay writer company
aqa biology unit 5 essay tips
california critical thinking disposition inventory scale
basics writing a resume
best holiday essay sample
1 500 words essay
abertay coursework
application letter for phd scholarship sample
academic essay heading
can uc essay over 1000 words
best report writing tips
application letter format leave
abstracts help
application letter of college student
1984 george orwell review
argumentative essay global climate change
application letter english style
academic writing centre coventry university
canine diabetes case study
annotated bibliography 150 words
argumentative essay on 911 conspiracy
book review essay example
argumentative research paper rough draft
can39t start writing my paper
benefits conducting literature review
a level textiles coursework grade boundaries
buying rolling papers online
annotated bibliography and cornell
annotated bibliography generator download
argumentative essay over education
can i write a research paper in one day
birth order essay conclusion
argumentative essay writing topics
application letter sample for lawyer
best custom research paper site
application letter sample student
apa annotated bibliography two authors
berkeley personal statement public health
business dissertation
best cover letter i39ve ever read
buy essays online writing service
apa research paper methods example
assignment help essay
buy custom term papers
300 word essay about yourself
accounting cover letter guide
byu idaho speeches
application letter for estate manager
academic writing exploring processes and strategies download
art research paper example
a research paper outline format
argumentative research essay on abortion
academic writing support group
1984 george orwell summary gradesaver
best controversial topics argumentative essay
book harry order phoenix potter review
buy writing
application letter for postgraduate studies
application letter to get scholarship
application letter for vacancy doc
application letter for a engineering job
ap spanish literature review blog
application letter for graduate nurse
academic writing for graduate students 3rd edition essential tasks and skills
a case study approach to human resource management
argumentative essay global climate change
5 paragraph essay about life
a descriptive essay my best friend
argumentative essay organizer
book review about breaking dawn
application letter for a job of secretary
5 paragraph narrative essay rubric
annotated bibliography 9th grade
can39t do my homework lyrics
admission essays about leadership
assignment helpers in india
an ethnographic case study of a los angeles tattoo shop
building theories from case study research kathleen eisenhardt
application letter 4 job
book report writing prompts
can do my personal essay
8th grade research paper project
application letter for applying job in bank
asking the right questions a guide to critical thinking 9th edition pdf
buy your college degree online
annotated bibliography example summary
business analyst cover letter with no experience
3000 words essay sample
an essay on man epistle 1 quotes
annotated bibliography on easybib
argumentative essay linking words
admission essay ivy league
assuring unity and coherence in an essay
application letter accounting job
accenture case study interview examples
art history research paper assignment
argumentative essay gay marriage
1984 george orwell awards
ap exam essay rubric
benefits of critical thinking pdf
argumentative essay about cyber bullying
basic cover letter download
application letter for changing college
annotated bibliography apa for websites
1000 words essay topics

Most web 2.0 initiatives are disconnected from core marketing processes

setback

A recent survey from Anderson Analytics conducted for the Marketing Executives Networking Group found that most marketing executives are sick of hearing about web 2.0 and are going back to basics this year – putting renewed focus on satisfying and retaining customers and investing in research and insights.

Duh…what were they doing with their web 2.0 stuff in the first place? Were they trying web 2.0 programs in a way that was not connected to satisfying and retaining customers?

Unfortunately I think that is the case. Many web 2.0 programs are not connected to core marketing business processes and are not measured the same way as you would measure the impact of any other program on those processes. And when the economy hits the skids, the first things to go are those with soft returns or those that fall outside of the core business needs.

It is unfortunate that companies feel that way, because those that integrated their web 2.0 efforts within their core marketing processes, and measured the impact on those processes the same way as you would measure the impact of any other program, derived great results from it and are now doubling down on those social media initiatives. In the long run, they are the ones that will steal marketshare from their competitors.

So how did this happen?

Two reasons: bad advice and low risk tolerance for risk on the part of many marketers.

Let’s look at the bad advice first. The market is littered with companies and individuals who are claiming to be social media/web 2.0 experts. Some claim to understand social media and web 2.0 but in fact they do not, and build pretty websites masquerading as communities or corporate blogs with no or poorly designed and administered commenting capabilities. They stick to their legacy business, whether advertising or PR, and put social media lipstick on their offering. Unfortunately that does not work. Then you have a slew of social media/web 2.0 pundits – many of whom have never been responsible for any marketing process. They think that all marketers are evil and that you cannot put an ROI on any social media program. Unfortunately, their advice does not deliver results either. Now, don’t take me wrong, there are some great agencies and individuals that really grok social media and web 2.0 and how it can be used to improve and transform your marketing results.

Then there is the fear of the unknown that is plaguing many marketers. They knew they had to try something in social media and web 2.0 – often times getting pressure from top executives to do so. But when they did it, they did it in a very timid fashion – starting small underfunded pilots that never delivered results. So now that it is time for cutting, it’s easy to make decisions on canning those.

The other unfortunate aspect of this attitude is that we are dealing with programs that engage people to help us or help one another. When people do engage, they expect someone to engage back with them and they spend or build some of their social capital in the process. When you have programs like that, even in pilot, you cannot just shut them down without angering people. It’s not like an ad or a direct mail campaign, where you can test it and then shut it down if it does not work without getting people upset.

The good news is that those who do it right will gain game-changing results – forcing others to follow suit. So while we may have suffered a temporary setback in terms of adoption, it is only a setback.

This will not prove to be another fad.

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button