YouBet said:
jonj101 said:
I've pissed off a few marketing and sales folks by pushing the question of how they could tie a specific marketing investment or initiative to generated business.
To me this should be a common activity to understand if the efforts were worthwhile, and could be easily detailed in a CRM. They didn't see it that way.
So much of the social media landscape is about broadcasting 'feels' on the latest current event, with the intent of staying relevant to the populace. I doubt many organizations can explicitly tie that back to realized revenue.
They can't.
There is a general evolutionary path of Marketing that moves from Traditional to Lead Gen to Demand Gen to Revenue Marketing. That final state is the holy grail of marketing and almost no one is there on the digital front even using sophisticated CRM's.
This was my ah ha learning after living in this world for a while. I just assumed this stuff was figured out but it's not. The front end of that cycle are basically cost metrics where all you are doing is trying to lower your cost per metric by upping your views, clicks, click throughs, and leads. It's one big churn of a shell game in my experience.
One of the first things I discovered was that Twitter was utterly worthless for lead generation, so I killed all spend on that platform. We were literally getting 0 leads from campaigns we would run. I learned a lot though. I learned Marketing is one big goat rope.
Amen!
I quit buying any advertising on Twitter in 2015. I used to think the reason Twiiter was so ineffective (0 leads) was because in non-metro markets everyone adapted to Facebook instead of Twitter. Now I am doubting even Facebook engagement is real. I used to hold the theory that FB stats were certainly hyped a little. Now I'm thinking they are hyped a lot!
Back to Twitter. Dumb leadership at newspapers push their young journalists to tweet everything when gathering their stories. I never understood that. Why release the information on a competitor platform like Twitter before you publish the piece on your website? Now I know why it only hurt legacy media a little bit. It really doesn't matter what you teeet. No one is reading Twitter. Thanks Elon!!
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