ROI
Posts on the topic of ROI
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Writers and editors love snappy headlines. And why not? Headlines help sell more copies and attract more online readers, and this viewership, online and offline, helps fuel ad revenues.
Lately however, headline writing is changing thanks to a very influential online “audience” that has emerged – a very literal, logical, just-the-facts “left brain” kind of reader, one not likely to understand witty, funny or pun-intended headlines. Just who is the viewer? It’s a ”bot”, a software program which crawls through the Web, “reading” and ranking the online news for search engines. Read how bots are changing the way reporters and editors are displaying content to attract more eyeballs and bolster the bottom line.
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Depending on the source you read, many books on the subject of chess say one of the big differences between the great players and the average players is how many moves the great players think ahead. Great players by experience, intuition, intelligence and talent are able to see the game unfold before them. Some sources say the top players can see up to 15 moves ahead. But one of the best pieces of chess (and business) insight I’ve seen comes from Anna Muoio in a 1999 Fast Company magazine article about chess master Bruce Pandolfini. The movie “Searching for Bobby Fischer” was about one of Pandolfini’s students.
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A race is on to develop “new and improved” ways to track Web surfers’ behaviors, far beyond the standard click counts and page views that track what ads readers viewed and clicked on. And this race, according to writers Stephen Baker and Jessi Hempel, in their article ”Wiser About The Web” in the March 27th Business Week, could “roil the internet advertising industry.” How so? Read on to find out more.
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As Marketing reinvents itself, what role do Chief Marketing Officers play? How do you view those who run the marketing function in your business? If you work in marketing, how do you characterize your role? Traditionalist? Lifer? Technologist? Firefighter? “Jane” of all [marketing] trades? Take a look at a recent informal poll that CMO Magazine ran to find out how readers responded, then take the quiz yourself. You’ll see that when it comes to defining their roles, one size does not fit all CMO’s.
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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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