Would you consider a marketing tactic a success if it didn't ultimately put money in your bank account?
Consider this. You place an ad in the newspaper. One thousand people read the ad. And you consider it a success even though no one bought your product or service. Sounds silly, doesn't it?
Well that's exactly what many companies - who measure search marketing with number of clicks or top search engine ranking - are doing. And it's a good way to dump a lot of money with little return quickly.
We get what we measure.
Measuring click volume or positioning doesn't tie into business goals. Sure they may ultimately create a sale to impact the bottom line, but how often does it happen and what is the percent of the conversion. It's the return on investment that's important. Not just the activity taking place.
Internet meeting platform SalesCrunch made an interesting move this week when it announced it was offering Cisco $1 plus equity for WebEx. Cisco acquired online conferencing...
As more and more companies are falling victim to security breaches, a lot of businesses are worried they could be next. These concerns reached a new height over the course of 2011 as...
The ninth annual 2012 MIT Sloan CIO Symposium will occur on May 22, 2012 The theme is to "Explore Piloting the Untethered Enterprise. There will be over a dozen keynote presentations and interactive panel discussions from business executives, technologists, and academics. Some of the questions to be addressed include: How you can manage data for your organization's success? How do you take advantage of mobility and social tools? How to drive to the right enterprise architecture?
More organizations are starting to deploy new collaborative tools and strategies as a core part of their business evolution to connect and engage employees. It's becoming increasingly difficult...
When it comes to deploying a collaboration solution for the enterprise there are a lot of things to consider especially when it comes to budgets. Towards the end of the 2009 I wrote an article called, "Companies Interested...
I received a review copy of the Forrester Wave™: Web Content Management For Online Customer Experience, Q3 2011 by Stephen Powers and am just getting around to looking at it. It is a very useful document that covers...
