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There is a ton of confusion out there when it comes to digital and traditional marketing. Despite the rise of the "savvy dealer" over the last few years, it is still clear that many of the offerings companies are putting out there focus on intangible results.

Don't get me wrong. I know that there are things that have value from a marketing perspective that are challenging to measure, but to say that something is delivering results without giving an ounce of data to support it is silly. Exposure is great, but at what point does exposure truly translate into sales.

I have no doubt that there are services out there that dealers have used and found to be completely lacking from a reporting perspective. Even worse are the vendors that are putting out reports that seem to be designed to verify that they're doing something rather than reporting on successes or failures.

As I dig deeper into the digital and traditional marketing worlds of the automotive industry, I'm learning that two things are very true and verifiable:

  1. If it's bringing value, that value can be measured in some way
  2. If it's not bringing value, companies will try to demonstrate value with confusing metrics or complex reports

Tangible, measurable value should be the cornerstone of any marketing company's reporting. If so much emphasis is placed on the intangible, can dealers really trust the alleged results? I'm not going to name any companies in particular. I just want to point out that it should be measurable or you should question whether or not it's bringing any value at all. If not, move your budget elsewhere.

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One advantage of dashboards like Hootsuite: stats

Purists will say that using apps and dashboards like Hootsuite or Buffer take away the fundamental interpersonal relationships that are built through social media. By scheduling posts or sending them through these tools, users won't be able to see the person behind the message, they say.

Marketers find other reasons to avoid dashboards, particularly with Facebook. The posts often do not carry as much weight as ones posted directly through Facebook, making it convenient but less effective to use tools. Both purists and marketers may be correct, but there's one major advantage that dashboards give us: statistics.

In this infographic by Hootsuite, we explore the usage trends of one of the biggest dashboard companies out there. The focus is on Twitter, but expansion into other apps and services allow these companies to start consolidating the overall posting process, particularly for businesses. Click to enlarge.

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I was finally able to get caught up on some facebook data that was released earlier in the month. It really helps to identify what people are talking to others about and when they are talking! ... if you use facebook for business purposes,this is an article you really should review even though it might take more then just a few minutes of your day.

 

Check it out here and let me know what you think.

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