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Being a marketing officer nowadays, is not the easiest job in the world. According to an IBM-study among 1.734 CMO’s, most of them feel unprepared when it comes to social media (68%), as well as handling data (71%). Investing in new tools and technologies to manage those data, is a must. However, one of the hardest parts is to come up with numbers that represent the ROI in marketing. To respond to those challenges, marketing officers should focus on relationships, not just transactions. Although it shows in the graph written below, it is not that simple.
What’s going on in the world of tech- and internettrends? At the Web 2.0 summit (check out all the very interesting videocontent on their YouTube channel), Kleiner Perkins’ Mary Meeker published an update of her Internet Trends 2011. Meeker is known for her deep market insights in the tech industry and has been publishing about it for years. The latest presentation was about mobile, Erick Schonfeld at TechCrunch was not the only techblogger mentioning that presentation. Below, you can find Meeker’s slidedeck about the most recent web tech and web trends. The slidedeck is just… stuffed with facts and figures. One you just have to watch [Oktober 25th update 12:09, added the video]:
Nowadays, social media are (or maybe it should be) a huge cornerstone in an organization’s communication strategy; at least it can no longer be ignored. In a study (“Campaigns to Capabilities Social Media & Marketing 2011“, pdf) done by Buddy Media and Booz&Co., the average amount respondents have on social media platforms is 4.6 and Facebook, Twitter and YouTube are the most significant ones. The once big and appealing social network MySpace has died a slow death in recent years: a miserable 2% of the respondents make use of this social network.
Social media can provide valuable customer feedback about products; a lot of companies have already started to listen to this online word of mouth. They regularly scan online conversations to understand customer sentiment. But how accurately do these conversations represent the true underlying sentiment of a product’s customers? To answer this question, research done by Wendy W. Moe, David A. Schweidel and Michael Trusov analyzed product ratings and sales over time from a popular online retailer. By studying rating behavior at the level of individual contributors, they uncovered several key dynamics that drive the evolution of online forums. Drawing from the full set of ratings that were posted on the website of the retailer they studied, the researchers examined ratings, contributed by 2,436 individuals, for 200 products and identified several important dynamics at work in online forums.
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