This is the second time I’ve had the pleasure of speaking with Steven Woods from Eloqua, author of Digital Body Language. At Webtrends Engage conference, Steven did a fantastic job of describing a typical scenario of a purchase made online… and how our data may be failing us.
I can’t stress how important it is to recognize the changes in marketing and sales that are needed to handle the changes that are happening in the buying process. One of the reasons social media has become so important is that we know that decision-making is now happening within and around our network. It’s a disruptive shift that companies must adapt to.
Social media isn’t always a finite measurement… I believe it’s one that can be measured enough to provide a positive return on investment, though. That’s the responsibility of marketing and social media consultants. That return is becoming much greater than what we can accurately measure!
I recognize, even with my clients, that its far more complex… but we start with the very basics and move forward. I don’t typically finish the social media and integration projects I work on – it’s a moving target and we must continue to refine and enhance as demand requires. Get a solid foundation out that incorporates best practices and that can be accurately measured. Then measure, test, and adjust your execution to maximize results.
