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 This Week's Marketing How-To
Search Engine Optimization or Paid Search: What Should Your Philosophy Be?
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 Editors' Pro Pick
Social Media Planning: As Easy as 1-2-3
Need help defining specific objectives for your social marketing campaigns? Check out our how-to guide, A Step-by-Step Guide to a Successful Social Media Program. Creating your strategy, policy, and team will be a breeze! Read more >
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The Three Ps of Marketing Operations
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Secure Your Prospect Base—Send in the Marines
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The Blue Ocean and Business Models: How to Go Blue and Stay Blue
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MarketingProfs Online Seminars

Social Metrics for Marketers: How to Measure What Matters
May 20

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A Note to Readers
from Ann Handley
Chief Content Officer

Making Social Less Squishy

As marketers struggle to find the marketing mix that delivers the greatest return for their businesses, most have yet to fully adopt emerging channels: Only 14% say they now use mobile, social media, and video in their marketing mix, according to an article on MarketingProfs yesterday based on Omniture data.

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Looking ahead, 75% of marketers plan to increase investment in emerging channels in the next three years. But their inability to measure the success of those channels remains a key hurdle, the survey found.

Other key findings:

* 53% of marketers say measuring online marketing ROI is important and 27% say it's somewhat important, but 55% say they cannot effectively measure ROI.

* 65% of marketers say measuring conversion rate is important and 21% say it's somewhat important, but 25% cannot effectively measure conversion.

Wow, right? Does that sound like you? If so, what's a marketer to do? I have one, easy-peasy solution: Let Jim Sterne show you.

This Thursday, Jim will lead a MarketingProfs seminar, Social Metrics for Marketers: How to Measure What Matters.

I've known Jim since forever (back when email was the new kid on the block!), and I can say first-hand that he's been on the forefront of Web analytics. Lately, Jim's been helping marketers get a handle on the often squishy world of social media; he just published Social Media Metrics: How to Measure and Optimize Your Marketing Investment (Wiley, April 2010).

Check out Jim's seminar, and let me know what you think!

Upcoming Events

CONFERENCES
SocialTech 2010
October 26, 2010

ONLINE SEMINARS
Multi-Channel Analytics: Tackling the Toughest Measurement Challenge
June 3 with Avinash Kaushik

New YouTube Features That Will Make You Stand Out from the Crowd
June 10 with Michael Miller

Social Media Slowpokes: It’s Not too Late to Connect with Your Customers Online
June 24 with Paul Chaney

Selling Social to the C-Suite
July 15 with Brian Solis

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