Regular visitors of this blog probably remember that a few weeks ago we organized a social marketing meetup. One of the people, willing to help out and introduced to me by young Thomas Van Orshaegen, was Alain Indria, owner of a “natural food” shop, Lombardia, in Antwerp that got international headlines when one day a journalist from the Wall Street Journal put his restaurant on the top five places to visit in Antwerp, Belgium. Alain was at that time at the Shanghai World Expo, passionately demonstrating his new creation, the GingerLove tea. Among his customers, Alain has a lot of famous people and he took care of the catering when stars such as Moby and others came to Belgium. His passion and enthusiasm struck me. But so did the way he used social media. Strategy? No, sir. Alain’s social media approach and his whole businesses thrive on three things: passion, an incredible sales drive and an excellent interaction with his community. But that’s not all. The amazing stuff still has to come!
J-P De Clerck
Social media metrics and ROI: measuring efficiency and conversion of social media, online video and mobile is a challenge
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The fast evolutions in the digital landscape (social media, mobile, online video, etc.) give a lot of marketers a hard time adjusting their marketing mix in such a way that they create more value for their company and for their customers, prospects, and all other people in the ecosystem around their business.
This often has to do with a strong focus on the channels and the technologies, a lack of clearly calculated examples, models, and user cases, and the rising pressure to account for everything using the almighty ROI. But I think that above all, it has to do with the change in mentality, and the failure of existing communication models in a world where people define a brand.
Adopting the media and channels, that are used by people nowadays in the marketing mix is therefore taking very long.
A survey from Omniture points out that a mere 14% of the questioned marketers nowadays use mobile, social media, as well as online video in their marketing mix (so, all three together).