Today I had the pleasure of Twitterviewing Linus Gregoriadis, Research Director at Econsultancy about our collaborative research, Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report.
There is alot of great info on email marketing and social media! If you missed the live version here's what we talked about:
@ExactTarget: According to the report marketers are shifting their budgets to digital channels. Why?
@LinusGreg: The shift to digital is an on-going trend. The wider use of online to boost brand reputation is giving this fresh impetus
ExactTarget: Would you say this was the biggest surprise coming out of the research?
LinusGreg: Yes. We expected ROI would drive the shift. Now seeing softer metrics along with harder financials driving digital spending
LinusGreg: Another surprise-a # of companies mentioned lack of training budgets for digital. Need ongoing training to succeed
ExactTarget: Were there any differences between marketers in the US and UK that caught your attention?
LinusGreg: Yes, more than a quarter (27%) of UK marketing budget is going digital, compared to only a fifth (20%) for US companies
ExactTarget: For marketers what should be the priority? On-site social media (blogs, ratings), or off-site social media (Social Networks)?
LinusGreg: There is no fixed formula for social media. The right mix of strategies, tactics and web sites depends on your business
LinusGreg: There is a lot of focus on Facebook and Twitter, but building Social Media into your own site is important. Use both!
ExactTarget: U found digital budget allocation is based on “more science than art” What's the impact on those still trying 2 track Social Media?
LinusGreg: Social Media has benefits that precede hard metrics. E.g., reputation must be good in order to sell. Tracking ROI will come.
ExactTarget: How important will brand management be in 2010 and how does social and email fit in?
LinusGreg: Brand management is more important than ever. Well-thought-out social and email strategies are integral to brand-building.
LinusGreg: Social media helps monitor what is resonating. Email is crucial for reaching out and maintaining ongoing relationships
ExactTarget: Lastly, what is the biggest challenge facing digital marketers?
LinusGreg: Staffing is a big challenge. Companies are short handed, which makes it difficult to spend time needed educating stakeholders
LinusGreg: But the real challenge is understanding what works and why ... and trying to explain in 140 characters ;-)
ExactTarget: Where can people go for more information on Marketing Budgets in 2010?
LinusGreg: The full report is @ http://bit.ly/marketingbudgets and free ExactTarget briefing with extra charts @ http://bit.ly/anwhlH
There is alot of great info on email marketing and social media! If you missed the live version here's what we talked about:
@ExactTarget: According to the report marketers are shifting their budgets to digital channels. Why?
@LinusGreg: The shift to digital is an on-going trend. The wider use of online to boost brand reputation is giving this fresh impetus
ExactTarget: Would you say this was the biggest surprise coming out of the research?
LinusGreg: Yes. We expected ROI would drive the shift. Now seeing softer metrics along with harder financials driving digital spending
LinusGreg: Another surprise-a # of companies mentioned lack of training budgets for digital. Need ongoing training to succeed
ExactTarget: Were there any differences between marketers in the US and UK that caught your attention?
LinusGreg: Yes, more than a quarter (27%) of UK marketing budget is going digital, compared to only a fifth (20%) for US companies
ExactTarget: For marketers what should be the priority? On-site social media (blogs, ratings), or off-site social media (Social Networks)?
LinusGreg: There is no fixed formula for social media. The right mix of strategies, tactics and web sites depends on your business
LinusGreg: There is a lot of focus on Facebook and Twitter, but building Social Media into your own site is important. Use both!
ExactTarget: U found digital budget allocation is based on “more science than art” What's the impact on those still trying 2 track Social Media?
LinusGreg: Social Media has benefits that precede hard metrics. E.g., reputation must be good in order to sell. Tracking ROI will come.
ExactTarget: How important will brand management be in 2010 and how does social and email fit in?
LinusGreg: Brand management is more important than ever. Well-thought-out social and email strategies are integral to brand-building.
LinusGreg: Social media helps monitor what is resonating. Email is crucial for reaching out and maintaining ongoing relationships
ExactTarget: Lastly, what is the biggest challenge facing digital marketers?
LinusGreg: Staffing is a big challenge. Companies are short handed, which makes it difficult to spend time needed educating stakeholders
LinusGreg: But the real challenge is understanding what works and why ... and trying to explain in 140 characters ;-)
ExactTarget: Where can people go for more information on Marketing Budgets in 2010?
LinusGreg: The full report is @ http://bit.ly/marketingbudgets and free ExactTarget briefing with extra charts @ http://bit.ly/anwhlH
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