What Measures Can Marketing Communications Impact?
As I work with companies on their marketing communication efforts most are understandably concerned about measuring the effectiveness of their marketing efforts whether those efforts involve...
View ArticleNew Year’s Resolutions for Small Businesses
As the New Year approaches it’s time to begin thinking about New Year’s resolutions. I’m pretty goal oriented and actually love this time of year–it’s always fun to look forward to new possibilities...
View ArticleFacebook Ads – Does GM Know Something Others Don’t?
As Facebook prepared to launch a much-anticipated public offering, GM announced that it was discontinuing its use of Facebook ads. If you haven’t heard about this already, you haven’t been paying...
View ArticleAre MARCOM Professionals Out of Touch? CEOs Think So, and I Tend to Agree.
Newsflash: according to a recent survey from Fournaise Marketing Group, 70% of the CEOs surveyed said that marketers and communicators are disconnected from business results and living “too much in...
View ArticleHow to Meet Senior Managers’ Expectations for Corporate Communications
What are senior managers across the globe and across multiple industries concerned about these days? Reputation. So says a recent study conducted by Spencer Stuart and Weber Shandwick. Not surprising...
View ArticleThe Value — and Limitations — of Leading Indicators
Working in large organizations I became very familiar with “leading” and “lagging” indicators and, admittedly, sometimes I found what I thought was the “complexity” of the concepts to be a bit...
View ArticleHow to Evaluate the Effectiveness of Your Web Site
Most businesses today have a web site. Once that web site has been up and active for a while, they often wonder whether their site is as effective as it might be. We work with a number of clients to...
View ArticleTalking Baby Ads Working, but E*Trade Not So Much – How Does That Work?
I recently read a very interesting–and puzzling–article in AdvertisingAge about E*Trade’s recent management shakeup. The company is apparently searching for a new CEO after unexpectedly parting with...
View ArticleThe Value of Business Dashboards
One of the most important elements of successfully implementing a strategic plan of any size (whether a business plan, an annual company plan, a marketing plan, etc.) is establishing benchmarks or...
View ArticleAre You Listening to — and Learning From — Your Web and Social Media Analytics?
I spent my first 10 years in the field of direct marketing which, at that time, was very measurable compared to other forms of advertising. Today, online marketing allows marketers to gather even...
View ArticleThe C-Suite is Asking the “Wrong” Questions – Really???
Communication folks – ever feel like you’re bumping your head against the wall trying to get “them” to “get it”? Maybe it’s time to take a step back, do a brutally honest self-assessment and consider...
View ArticleHow Can You Measure Your Advertising Effectiveness?
It’s very important for businesses of any size to track the results of their marketing campaigns. Small businesses, in particular, are often “budget-challenged,” so it is especially important that they...
View ArticleHow Should You Measure Your Social Media Activity?
We work with clients regularly to help them evaluate or establish various channels of online communication with their key audiences. Social media is obviously often part of the process we use in...
View ArticleYes, the C-suite is concerned about ROI — communicators should be too!
I’ve been speaking and writing a lot about how communicators can do a better job of connect with C-suite leaders to get traction for their ideas and proposals. Most recently, I presented a webinar for...
View ArticleSocial Media Strategies That Really Rock: And Generate Results!
Ashton Kutcher (@aplusk) has more than 16 million Twitter followers. Harvard Biz Review (@HarvardBiz) has 1.5 million. My @StratCommun account has about 1500; my @LinWriter account has about 1300. What...
View ArticleSocial Media Analytics: Going Beyond the Numbers
There’s a big difference between data and information, although the distinction can be subtle. Over the past few years I’ve been very interested in helping organizations determine whether their...
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