The last few days have seen us talking to a number of different companies about whether it is possible to measure the success of marketing campaigns using our tools. It is. The traditional way of measuring marketing success is: 1. Sales of the product. This is the point of the exercise after all. But sales numbers are a crude tool. How and why did these folk reach you? What were Continue reading →

Kate Hilpern has written a piece about the pros and cons of employee blogging in the Guardian, where she quotes Market Sentinel on why blogs matter. Kate’s article is broadly positive about employee blogging. Employee blogs can be a great force for good, particularly in attracting high quality personnel. What candidate doesn’t Google a company before coming in for a job interview? A lively employee blog can give a much Continue reading →

Oops. I go to the Guinness blog this morning to check how it is doing and take a screenshot for a presentation, and the landing page is there, but clicking on it gives you a 404 error. Looking at that landing page again I worry about how many users are going to get beyond this page (technical failures aside). It would be friendlier to offer some kind of content upfront Continue reading →

Answering the point I raised in the post below about how marketers engage with social media, Steve Rubel suggests that marketeers approach social media stars like YouTube’s Nornna directly and sponsor them or look for endorsement.

Neville Hobson reports on Firefox’s advertising campaign. User made commercials for the product and Firefox gave the best one a prize. The winners are here. This campaign works on so many levels. – It involves customer endorsement; – It makes use of the customer’s understanding of the product – what they see as value (often different to what the marketeers might choose to stress); – The campaign leverages the power Continue reading →