From the same WebMarketing123 survey: How do you measure the success of your digital marketing program :  #1- website traffic, #2 lead generation, and #3 click-through-rate!  25% Pay-per-click, and, 18% social media.  Are these B2B companies e-commerce or online catalogs, where a lead can be classified as a “request-a-quote” or are they complex products, meaning that multiple touch points via media and content have to occur before the prospect becomes a lead?  Utilizing Salesforce, marketing automation, and dashboards to measure cost-per-opportunities and ROI. MORE >>

Unless they publish something groundbreaking, or is exceptionally helpful, there’s no need to share posts from the most popular social media blogs. So before we get the posts below, here’s an analogy about social media plans, and the inspiration for the post titile. No matter what aspect of your social media planning you are working on, make sure to have a plan to guide you. 10 Tweetable Lessons in Marketing Analytics and ROI. from Social Media Today. Developing a strategy? Creating content? MORE >>

You Manage What You Measure. This should be a call to ensure you measure your social media activities, and to measure them correctly. One of the challenges of measuring social media ROI is the return comes in many different forms. As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed. Most companies quickly implement traditional media measurements, slightly adapted for social media. MORE >>

Remember media plans?  If you believe all those social media experts and SAAS platforms, you’d think advertising has gone away.  use social media because: I want to ask my connections about their experiences with potential solutions. This is where strategic advertising comes in, and as a former Media Director, I am well-versed in advertising/media strategy as well as inbound lead generation tactics.  You need to tag all digital messages so that analytics can measure the visitors. Remember advertising?  Don’t believe it.  MORE >>

As a business, there’s always a question on the effectiveness of banner ad campaigns (or online display) as a portion of an online media mix. In many respects, banner ads need to be considered now in the same light, much like social media, whereby being seen or viewed multiple times can create increased action for products and services. Traditional media planning uses terms like reach and frequency and not click-through rate or cost-per-click. Overall ROI needs to be measured from a campaign media-mix standpoint vs. individual tactics. MORE >>