Demonstrate ROI with Marketing Process Automation

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380_wpm_lowresI recently came across an interesting post by Vince Koehler of Sales Benchmark Index, a Georgia-based sales and marketing consultancy focused on sales effectiveness.  I recommend subscribing to their blog. The topic of Marketing automation is growing in popularity because of the increased pressure on marketers to show Marketing ROI.  Marketing has become more complex with the need for faster sales velocity, better insight into campaigns, and the flexibility to adjust marketing budgets on the fly.

I know, why is a PR Pro like myself writing about marketing automation? In a former life, I did a stint as a marketing operations manager.  But more importantly, PR and all marketing activities must foster engagement with identifiable communities and generate leads.  I take a holistic viewpoint in my PR practice and recognize the need for process integration and metrics.  We must always define and measure success. Continue reading →

The Nike+ Community: No Shoes Sold Here

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AthleticismOne of the best examples of community building and brand advocacy is found at global footwear, apparel and equipment powerhouse Nike.  Many brands have tried, but only Nike is winning the race in social media thanks to its popular Nike+ platform.  There is a major social component in playing sports and social media is a natural fit for Nike’s communications engine.  At the centre of the Nike+ platform is a technology that tracks data of every run someone takes and connects that person with runners from around the world. There are over 6 million members participating on the Nike+ platform today and the #nikeplus hashtag is found on all major social networks.

The Nike+ platform has evolved into the brand message, expressing physical activity, personal goal setting, and competitiveness.  Users can share successes on Twitter and Facebook, including their running routes in real-time with friends using a third party API from mobile-only social networking company Path. Continue reading →

Privacy Matters: What You Need to Know

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Social Media PrivacyOne of the best ways to drive website traffic and begin the customer conversion process is via social media — often part of an integrated marketing program. Social media is an exciting digital channel that offers immediacy, scalability, reach, and customer insights which are not normally available with traditional media.  Similar to its other digital channel siblings, social media provides an abundance of visitor data for marketing analysis.

The formation of strong customer relationships is essential for business success, requiring marketing to understand not only customer demographics, but also data activity points such as online purchase data, browsing behavior, social media interactions, mobile device usage, and more.  At the same time, consumers want to be heard, recognized, and desire a more personalized experience when interacting with businesses.

A great amount of personal data must be collected for user personalization and to ensure the best possible experience for the customer across all touch points.  Social networks also need to collect as much personal information as possible, not only for optimal user experience, but also to sell more advertising. Continue reading →