Business
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A new survey, Accountable Marketing Through Metrics, reveals that a majority (86%) of marketing-executive respondents are more dissatisfied than ever with their inability to track and measure marketing performance, a figure that is up 9% compared to last year. Why the increase in dissatisfaction at a time when ROI is such a hot topic? Because processes, training and funding apparently are not in place to help executives measure the very business and marketing goals they are charged with meeting. Find out more about their concerns and survey results.
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I saw a number of reports yesterday (one story here) about the status of the Unlawful Gambling Enforcement Act (H.R. 4411). The bill, sponsored by Jim Leach (R-Iowa), was approved by a House panel and will now proceed to a floor vote in the House. The bill doesn’t prohibit gambling, but it does make it difficult for the offshore online gambling industry to access the money from its patrons if their funds are within the U.S. financial services industry. There is also separate legislation being forwarded to ban all types of electronic gambling in the U.S.
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Energy BBDO just released a new GenWorld global teen study (PDF here). It reveals some fascinating insights into the present generation of teens. Here are a few highlights:
- These kids are connected to each other and the world. As the report says, “They are hyper-informed. In the developed and developing world, this age group is regularly involved in at least a couple of the following activities: talking on a cell phone, text messaging, going online, using search engines, email and IM.
- They engage in regular family communication, but they are also part of larger social networks that are enabled by the activities above. Adults are often unaware of just how broad and deep these networks might be.
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Are marketers talking the talk and walking the walk with online marketing campaigns? According to Larry Chase, publisher of Web Digest for Marketers, no. “The sad truth is the lion’s share of many Internet Marketing campaigns go unmeasured,” he asserts.
Larry argues that the magic of online marketing comes from knowing where your audience came from, where they’re going, and what they are doing, plus understanding their intentions and creating messages around those intentions. The way to do that, says Chase, is to understand the power of Web metrics and analytics to help you know what’s really going on with and behind your interactive marketing campaigns, enabling you to “meet customers where they live.”
To illustrate this, Chase recently published “The Measurable Marketing Manifesto”. Let’s look at his top ten rules and recommendations.
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New technology is creating tumultuous change. It seems almost every week some emerging Web-based company is vying with big, established media companies for consumer (and advertiser) attention. Business Week Online recently underscored this change in an article titled, ”The Net’s New Age.” Traditional newspapers are beginning to feel the effects of consumer-generated media from over 30 million blogs and other sources. This is evidenced by some newspapers either folding, or contemplating a Web-only format. Other newspapers such as the Washington Post are fighting back with large staff cuts.
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