MARKETING METRICS

Since we last dropped into the Twitterverse for a look at available tools a year ago (“Twitter Tools,” Feb. 9, 2009), Twitter has exploded as a tactic for marketing and PR professionals.

If you're looking for a team-oriented Twitter tool, here's some must-have features to consider:

If corporate twittering is, essentially, a mix of marcom and PR, who should manage a b-to-b company's Twitter feed? Should top-level executives write it themselves? Should the marketing department? Or should the agency manage the workflow—or at least monitor what is being said about your...

Online marketing continues to be a relatively bright spot. Even in today's depressed economy, companies that have retreated from traditional media continue to fund their digital initiatives, or at least protect these programs from significant cutbacks.

Adobe Systems' $1.8 billion purchase of Web analytics vendor Omniture Inc., which received regulatory approval last week, is the latest proof of the mainstreaming of online measurement.

Jonathan Rosoff is senior VP-managing director at interactive agency Razorfish. BtoB recently asked him about interactive marketing and about new approaches to social media, including how marketers can best distribute and seed their messages in this environment.

Marti Konstant's years in technology marketing have made one thing abundantly clear to her: Engineers aren't like the rest of us. “If it's got marketing written on it, they don't want it,” said Konstant, VP-marketing at Open Kernel (OK) Labs (http://www.ok-labs.com) in Chicago.

 

BtoB’s marketing metrics stories include case studies, news analysis and trend stories that cover the ways in which b-to-b marketers track and report the data that demonstrates the success or failure of their marketing efforts. Topics include Return on Investment (ROI), auditing, market share, advertising spend, Web site analytics, response rates, conversions, and Net Sales Billed (NSB).

 

 

CASE STUDIES

Who should manage the Twitter account? If corporate twittering is, essentially, a mix of marcom and PR, who should manage a b-to-b company's Twitter feed? Should top-level executives write it themselves? Should the marketing department? Or should the agency manage the workflow—or at least monitor what is being said about your...   Community marketing with an offbeat twist Marti Konstant's years in technology marketing have made one thing abundantly clear to her: Engineers aren't like the rest of us. “If it's got marketing written on it, they don't want it,” said Konstant, VP-marketing at Open Kernel (OK) Labs (http://www.ok-labs.com) in Chicago.   Case Studies Archive