Gini Dietrich

Marketing Has a Long Way to Go

By: Gini Dietrich | January 26, 2011 | 
79

I have this darling friend named Jackie Lampugnano who, every time I see her name, I think she is my aunt (I have an aunt named Jackie Lampros). We started off Twitter friends because of a mutual love of shoes and have even been shoe shopping together (bad influence, cough!).

Jackie works for Walker Sands, the agency for Alterian, a social web content and monitoring company. Though I very rarely take pitches from PR pros (mostly because it’s not often I’ve had one that is good and fits something that is of value to you, not because I don’t accept pitches), this particular pitch from Jackie makes sense.

Allow me to introduce you to the Alterian survey of nearly 1,500 marketing professionals to discover where brands stand when it comes to budgets, social media, level of personalization, and if they are ready for growth or if they’re at risk.

The questions asked in this year’s survey include:

  • How are marketing budgets shifting in 2011?
  • What are marketers doing to increase their campaign effectiveness?
  • Where are senior marketers focusing their budgets?
  • How are marketers tying together analytics and ROI?

    While the good news is that 75 percent of marketers expect their digital budgets to increase, it’s pretty scary that more than three years into the social web, brands still aren’t fully on board with nearly 40 percent using “ad-hoc” tools instead of implementing into their overall strategies.

    The bad news continues with 34 percent saying their corporate website serves mainly as a company brochure and only 13 percent have figured out a way to create email marketing that is targeted specifically to each recipient.

    The infographic below shows you the major findings and shows we still have a lot of work to do. If you’d like the full results, you can find them by clicking here.


    About Gini Dietrich


    Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks,Β co-author of Marketing in the Round, and co-host of Inside PR. She alsoΒ is the lead blogger atΒ Spin Sucks and is the founder of Spin Sucks Pro.

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    79 Comments on "Marketing Has a Long Way to Go"

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    ginidietrich
    ginidietrich
    5 years 7 months ago

    Yes, I know the fonts are off in the post above. I’ve spent the last 30 minutes trying to fix it and I GIVE UP! So. I’m sorry.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    Yes, I know the fonts are off in the post above. I’ve spent the last 30 minutes trying to fix it and I GIVE UP! So. I’m sorry.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    Yes, I know the fonts are off in the post above. I’ve spent the last 30 minutes trying to fix it and I GIVE UP! So. I’m sorry.

    loripop326
    loripop326
    5 years 7 months ago

    @ginidietrich I just thought that you had purposefully highlighted those portions, as they were important πŸ˜‰

    loripop326
    loripop326
    5 years 7 months ago

    @ginidietrich I just thought that you had purposefully highlighted those portions, as they were important πŸ˜‰

    loripop326
    loripop326
    5 years 7 months ago

    @ginidietrich I just thought that you had purposefully highlighted those portions, as they were important πŸ˜‰

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @ginidietrich I struggle with fonts in WP, too. Ugh.

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @ginidietrich I struggle with fonts in WP, too. Ugh.

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @ginidietrich I struggle with fonts in WP, too. Ugh.

    T60Productions
    5 years 7 months ago

    It’s crazy… but sadly… not surprising. I can’t tell you how many times I’ve pitched a video to a company, and then spent the rest of the meeting explaining all the ways a video can be delivered these days.

    –Tony Gnau

    T60Productions
    5 years 7 months ago

    It’s crazy… but sadly… not surprising. I can’t tell you how many times I’ve pitched a video to a company, and then spent the rest of the meeting explaining all the ways a video can be delivered these days.

    –Tony Gnau

    T60Productions
    5 years 7 months ago

    It’s crazy… but sadly… not surprising. I can’t tell you how many times I’ve pitched a video to a company, and then spent the rest of the meeting explaining all the ways a video can be delivered these days.

    –Tony Gnau

    HowieSPM
    HowieSPM
    5 years 7 months ago

    @MaureenB2B @ginidietrich we should put to a vote what kind of Fonts we want on SpinSucks. I like Juicy ITC because it’s so Jetson’s like.

    HowieSPM
    HowieSPM
    5 years 7 months ago

    @MaureenB2B @ginidietrich we should put to a vote what kind of Fonts we want on SpinSucks. I like Juicy ITC because it’s so Jetson’s like.

    HowieSPM
    HowieSPM
    5 years 7 months ago

    @MaureenB2B @ginidietrich we should put to a vote what kind of Fonts we want on SpinSucks. I like Juicy ITC because it’s so Jetson’s like.

    HowieSPM
    HowieSPM
    5 years 7 months ago
    I have connected with a few Alterian folks they are pretty sharp.I view Social Integration in terms of Strategy and Budgets the same as Mobile. Its a very broad area with many segments. Obviously anyone in social media (agency, Alterian/Radian6, Facebook) is going to have the view of expand Social Budgets. So from a more objective viewpoint I think it depends on the type of business, what your financial resources are, and what your needs and goals are. For example I am sure Apple doesn’t care about Twitter or Facebook in needing a presence. But they sure could use a… Read more »
    HowieSPM
    HowieSPM
    5 years 7 months ago
    I have connected with a few Alterian folks they are pretty sharp.I view Social Integration in terms of Strategy and Budgets the same as Mobile. Its a very broad area with many segments. Obviously anyone in social media (agency, Alterian/Radian6, Facebook) is going to have the view of expand Social Budgets. So from a more objective viewpoint I think it depends on the type of business, what your financial resources are, and what your needs and goals are. For example I am sure Apple doesn’t care about Twitter or Facebook in needing a presence. But they sure could use a… Read more »
    HowieSPM
    HowieSPM
    5 years 7 months ago
    I have connected with a few Alterian folks they are pretty sharp.I view Social Integration in terms of Strategy and Budgets the same as Mobile. Its a very broad area with many segments. Obviously anyone in social media (agency, Alterian/Radian6, Facebook) is going to have the view of expand Social Budgets. So from a more objective viewpoint I think it depends on the type of business, what your financial resources are, and what your needs and goals are. For example I am sure Apple doesn’t care about Twitter or Facebook in needing a presence. But they sure could use a… Read more »
    wabbitoid
    5 years 7 months ago

    Interesting to me because I think that small businesses are about the same. That’s about what I hear as I make my rounds poundingthe pavement.

    wabbitoid
    5 years 7 months ago

    Interesting to me because I think that small businesses are about the same. That’s about what I hear as I make my rounds poundingthe pavement.

    wabbitoid
    5 years 7 months ago

    Interesting to me because I think that small businesses are about the same. That’s about what I hear as I make my rounds poundingthe pavement.

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @HowieSPM @ginidietrich I’m happy to support Juicy ITC and the Jetson’s. : )

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @HowieSPM @ginidietrich I’m happy to support Juicy ITC and the Jetson’s. : )

    MaureenB2B
    MaureenB2B
    5 years 7 months ago

    @HowieSPM @ginidietrich I’m happy to support Juicy ITC and the Jetson’s. : )

    3HatsComm
    3HatsComm
    5 years 7 months ago
    @HowieSPM See I’ve read about the Apple product leaks, and how some of them are possibly planned to keep the buzz going. And while they don’t engage socially, Apple has a few iTunes and App Store related Twitter broadcast feeds. Which just tells me they know where their fish are biting; those of use playing in the social sandbox are more likely to buy their stuff. Like me. πŸ˜‰ As for brands, yeah.. all depends on how they’ll use it. Research, listening post, customer service and support channel, list goes on. Then the marketing kicks in, as does the feedback… Read more »
    3HatsComm
    3HatsComm
    5 years 7 months ago
    @HowieSPM See I’ve read about the Apple product leaks, and how some of them are possibly planned to keep the buzz going. And while they don’t engage socially, Apple has a few iTunes and App Store related Twitter broadcast feeds. Which just tells me they know where their fish are biting; those of use playing in the social sandbox are more likely to buy their stuff. Like me. πŸ˜‰ As for brands, yeah.. all depends on how they’ll use it. Research, listening post, customer service and support channel, list goes on. Then the marketing kicks in, as does the feedback… Read more »
    3HatsComm
    3HatsComm
    5 years 7 months ago
    @HowieSPM See I’ve read about the Apple product leaks, and how some of them are possibly planned to keep the buzz going. And while they don’t engage socially, Apple has a few iTunes and App Store related Twitter broadcast feeds. Which just tells me they know where their fish are biting; those of use playing in the social sandbox are more likely to buy their stuff. Like me. πŸ˜‰ As for brands, yeah.. all depends on how they’ll use it. Research, listening post, customer service and support channel, list goes on. Then the marketing kicks in, as does the feedback… Read more »
    3HatsComm
    3HatsComm
    5 years 7 months ago

    @ginidietrich I’ve suffered many a technical issue, no problem.

    3HatsComm
    3HatsComm
    5 years 7 months ago

    @ginidietrich I’ve suffered many a technical issue, no problem.

    3HatsComm
    3HatsComm
    5 years 7 months ago

    @ginidietrich I’ve suffered many a technical issue, no problem.

    3HatsComm
    3HatsComm
    5 years 7 months ago
    @ginidietrich It’s not budgets and numbers, I’m fine with a little caution, a little careful investing on what does work rather than test balloons. What hits me with this is the “ad hoc” approach, the lack of integration. The office walls are still up separating R&D from support, marketing from service, PR on its own with maybe social media having to fight for a corner somewhere. Meanwhile no one is really working together to see how they can take @HowieSPM traditional media reach, the PR exposure, the feedback and engagement from social and put it all together to achieve the… Read more »
    3HatsComm
    3HatsComm
    5 years 7 months ago
    @ginidietrich It’s not budgets and numbers, I’m fine with a little caution, a little careful investing on what does work rather than test balloons. What hits me with this is the “ad hoc” approach, the lack of integration. The office walls are still up separating R&D from support, marketing from service, PR on its own with maybe social media having to fight for a corner somewhere. Meanwhile no one is really working together to see how they can take @HowieSPM traditional media reach, the PR exposure, the feedback and engagement from social and put it all together to achieve the… Read more »
    3HatsComm
    3HatsComm
    5 years 7 months ago
    @ginidietrich It’s not budgets and numbers, I’m fine with a little caution, a little careful investing on what does work rather than test balloons. What hits me with this is the “ad hoc” approach, the lack of integration. The office walls are still up separating R&D from support, marketing from service, PR on its own with maybe social media having to fight for a corner somewhere. Meanwhile no one is really working together to see how they can take @HowieSPM traditional media reach, the PR exposure, the feedback and engagement from social and put it all together to achieve the… Read more »
    patrickreyes
    patrickreyes
    5 years 7 months ago

    I started reading the Alterian survey. At the end of the exec summary, it says, “It is clear that marketers could use guidance, the right tools, and a clear, strategic plan driven by consumer intelligence, to move toward fully engaging customers at an individual level, with the precision they have come to expect.” For me, the best line in that was having a strategic plan. I’ve witnessed brands going into a redesign but not knowing why they are changing or what their strategy is.

    Strategy before tools.

    patrickreyes
    patrickreyes
    5 years 7 months ago

    I started reading the Alterian survey. At the end of the exec summary, it says, “It is clear that marketers could use guidance, the right tools, and a clear, strategic plan driven by consumer intelligence, to move toward fully engaging customers at an individual level, with the precision they have come to expect.” For me, the best line in that was having a strategic plan. I’ve witnessed brands going into a redesign but not knowing why they are changing or what their strategy is.

    Strategy before tools.

    patrickreyes
    patrickreyes
    5 years 7 months ago

    I started reading the Alterian survey. At the end of the exec summary, it says, “It is clear that marketers could use guidance, the right tools, and a clear, strategic plan driven by consumer intelligence, to move toward fully engaging customers at an individual level, with the precision they have come to expect.” For me, the best line in that was having a strategic plan. I’ve witnessed brands going into a redesign but not knowing why they are changing or what their strategy is.

    Strategy before tools.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @patrickreyes Which also means not using the tools in an ad-hoc way…as most marketers surveyed are doing.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @patrickreyes Which also means not using the tools in an ad-hoc way…as most marketers surveyed are doing.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @patrickreyes Which also means not using the tools in an ad-hoc way…as most marketers surveyed are doing.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm And IT is preventing a lot too, which is just absurd to me.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm And IT is preventing a lot too, which is just absurd to me.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm And IT is preventing a lot too, which is just absurd to me.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @wabbitoid I think you’re right – I know our clients look at it the same way, though we have most of them light years ahead of their competitors.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @wabbitoid I think you’re right – I know our clients look at it the same way, though we have most of them light years ahead of their competitors.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @wabbitoid I think you’re right – I know our clients look at it the same way, though we have most of them light years ahead of their competitors.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm @HowieSPM I just think social is what we’ve always done…it’s just an easier and more efficient way of doing it. We shouldn’t be looking at ad-hoc tools (as Davina points out in her comment above), but as using the tools in an integrated strategy that gets us where we want to be more quickly and more efficiently.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm @HowieSPM I just think social is what we’ve always done…it’s just an easier and more efficient way of doing it. We shouldn’t be looking at ad-hoc tools (as Davina points out in her comment above), but as using the tools in an integrated strategy that gets us where we want to be more quickly and more efficiently.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @3HatsComm @HowieSPM I just think social is what we’ve always done…it’s just an easier and more efficient way of doing it. We shouldn’t be looking at ad-hoc tools (as Davina points out in her comment above), but as using the tools in an integrated strategy that gets us where we want to be more quickly and more efficiently.

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @T60Productions THAT is insane! I shouldn’t be surprised because, when I speak I hear, “My customer doesn’t use the web.” But to not understand the value of video? I guess we live in a bubble, huh??

    ginidietrich
    ginidietrich
    5 years 7 months ago

    @T60Productions THAT is insane! I shouldn’t be surprised because, when I speak I hear, “My customer doesn’t use the web.” But to not understand the value of video? I guess we live in a bubble, huh??

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