From the category archives:

Social Media

What the Grateful Dead Can Teach Us About Consumer Insights and Marketing.

The Grateful Dead created a lasting legacy. You may not like their music, or identify with the culture and period of time when the band was at its high point, but you have to appreciate and admire what they cultivated in terms of followers and passionate fans. So, what does this have to do with marketing insights, targeting and all the other great stuff we talk about in our Fifth Gear Analytics Blog? Well, the book provides some interesting takeaways for those of us interested in consumer insights and using marketing analytics to improve our products and services.

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Is Web Analytics Alone Enough to Understand Your Web Interactions?

We’ve discussed this at length in previous posts… Perhaps the fact that we keep bringing it up my elude to the fact we believe this to be critical to marketing successes in the future. The Web Analytics Association defines web analytics as “…the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing Web usage.” From a web design perspective, that’s an appropriate description. However…

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Using Analytics to Drive Your Tweet Strategy

But even smarter than that – use your Web analytics to help you further define your microblogging strategy. Find out what keyterms are converting on your Web site and/or blog. Uncover which pages are generating the most leads and tap into those by building links through your microblogging activity. Monitor which Tweeters are sending traffic to your Web site or blog and through which keywords. Develop your strategies around your top influencers and top performing keywords.

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A new study finds consumers active on Twitter are three times more likely to impact a brand’s online reputation through syndicated Tweets, blog posts, articles, and product reviews than the average consumer.

Brand Evangelism: NASCAR Style With Tony Stewart

Brands are getting smarter about how they market to their customer and prospects, by looking at the deeper relationship, rather than the one time cash-register transaction. Building a customer base who feels passionate about what you are offering creates people who will influence buying. Your brand evangelists are out there on Twitter, Facebook, LinkedIn and a multitude of other social sites talking about your brand and why other’s should too.

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Customer Engagement: A New Spin on Customer Intimacy

A while ago, one of my advisors challenged me to read an old business book, The Discipline of Market Leaders, by Treacy and Wiersma. It was first published in 1995, and I didn’t think it had much relevance to today’s fast-changing world of marketing strategy. So it wasn’t until recently, when I was stuck on a 10 ½ hour flight, that I opened the book. The book detailed three dimensions of competitive strategy: value leadership, product leadership and customer intimacy. And it was in the latter section that I was astounded by something written 15 years ago and what I perceived as a foreshadowing of today’s enthusiasm for customer engagement.

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Social Media Synergy Can Be As Magical as a Disney Vacation.

The Dis is now a hub of activity for Disney enthusiasts. Attracting the attention of millions of fans was a business opportunity didn’t escape Pete. He entered a partnership for a travel agency called Dreams Unlimited Travel and linked it to the website. Enthusiasts poured into the travel agency to reserve their vacations. Those successes lead to additional businesses that include off site hotels, condos, Disney cruises, vacations to other area theme parks, and more.

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“Relationship Marketing” Is More Than Just a Buzzword from 2008… It’s a Necessity!

What exactly is relationship marketing? Is it just another buzzword to add to our list of ever growing terms for how we justify new marketing efforts, marketing budget transition and, shift in strategy? According to Marketing-Jive – it did not make the 2010 top marketing buzzwords list. It was, however, on the top 100 buzzwords list for 2008. Is it a thing of the past? My belief, with the explosion of social media is that relationship marketing is no longer the strategy, but rather the end goal.

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5 Steps to Clean up Your Marketing Campaigns With Old Spice Body Wash.

The Internet is buzzing about Old Spice’s new viral video campaign. Many marketers view this as a great social media success story, but as Augie Ray at Forrester pointed out, there are as much if not more lessons to be learned about marketing in general. Here are 5 steps any marketer can take to apply lessons learned from Old Spice’s success to their campaigns:

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5 Ideas and More to Improve B2B Marketing Strategy

In the complex and competitive B2B marketplace, numerous strategies need to be deployed and coordinated to exceed revenue growth objectives. B2B Marketing Analytics should be considered as a foundation strategy to sales enablement and on-going opportunity qualification and sales funnel development.

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