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marketing

Why Marketers Are Getting the Axe

by Daria Steigman on July 22, 2010

This recession has not been kind to marketers and other communications pros. Especially at the senior level.

Frankly, I’m not surprised.

Just look at how we typically refer to ourselves. Marketer. Public Affairs Specialist. Writer. Editor. Media Relations Manager. Videographer. It’s all task-based.

IABC has the word “business” in it, but our titles rarely do. And too often we haven’t made the case that storytelling is key to selling widgets (or sneakers, politicians, goodwill, or support for your cause). That communications is a core business function, as necessary to organizational success as product designers and the sales team.

We talk about transparency and authenticity. Our bosses care about sales, opportunity costs, and ROI.

I’ve heard a lot of hand wringing about how communicators don’t have a seat at the table. Yada, Yada, Yada. Feel better?

Now, what are we going to do about it?

The comments are yours.

Note: This post originally appeared on IABC’s Communication World blog.

Photo by Randy Son of Robert (Flickr).

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Is This Really the Message You Want to Send?

by Daria Steigman on May 18, 2010

Susan G Komen Slogan Strikes OutAn alert friend pointed out to me that Susan G Komen’s slogan is “Join the Global Breast Cancer Movement.” Uh, no thanks. I’m not partial to getting cancer.

What message is your business sending?

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The Problem with Push Polls

by Daria Steigman on May 17, 2010

Push Polls Translate into Bad Marketing and PRI was on the receiving end of a push poll on Saturday afternoon involving Washington’s mayoral race. In case you don’t know what a push poll is, Wikipedia describes it as:

A political campaign technique in which an individual or organization attempts to influence or alter the view of respondents under the guise of conducting a poll… The push poll is a form of telemarketing-based propaganda and rumor mongering, masquerading as a poll… They are generally viewed as a form of negative campaigning.

The mayoral race in our capital city is shaping up as a two-man contest between an arrogant mayor with an interesting take on ethics and transparency (can you say paid Dubai junket?) and a  city council chair who’s real claim to fame is that he’s now “the other guy.”

But I digress. The poll asked one question: Which of the two would I vote for? I said I was waiting to see who else was running. Then I heard, “Vincent Gray for Mayor” and a hang-up. Then I got mad–and immediately called Gray’s campaign office to tell them so.

The problem with push polls is that they assume people are stupid. But we’re not, and the insult makes us mad. That’s poor marketing which will lead to bad PR. Plus, in my case, it has me questioning Gray’s judgment and his fitness to lead. How does that help his campaign?

Photo by Steve Weaver (Flickr).

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Toyota’s Tone-Deaf Print Ad

by Daria Steigman on February 22, 2010

Oh really? Glad to know I want brake problems.

This turned up in my mail on Saturday. Inside was a shiny brochure about their hybrid vehicles. Don’t you think Toyota should have put off this print campaign until after they fixed their cars?

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What Marketers Are Saying About Social Media

by Daria Steigman on January 22, 2010

Want to know how communicators are using social media? You could pose a question on Twitter or you could do a deep dive. MarketingProfs did the latter, surveying 4,763 marketers and others managing communications for their organizations. That included 3,285 who specifically said they are responsible for social media.

I don’t have a copy of The State of Social Media Marketing, but I did get a peak at some of the findings. There is some great data here:

  • 48.2 percent said their organizations have a social media presence. They are typically companies that have “very little to hide.” Companies in industries with strict regulations and major repercussions for leaking information (think drug makers, bankers, insurers) are less visible.
  • 60.8 percent who do social media said that it is not part of their job description.
  • Social media isn’t cheap: Most of those doing social media are mid- or senior-level people.
  • 48.8 percent said their company has no official social media policy; 12 percent said they have a restrictive one.
  • There is a correlation between culture and the success of a company’s marketing efforts. Employees who blog (independently) can spark new ideas and increase prestige.
  • All the measurement tools are helpful, but incomplete. For example, 52.8 percent of those surveyed said that paid analytics tools are “helpful but incomplete” (versus 66.1 percent of those using Google and other free tools). And approximately one-third of respondents (33.6 percent) said that the paid tools “enable perfect tracking” (versus 28.1 percent for those using free tools).

There is also a lot of data about the disconnects between the tactics people use a lot (i.e., what’s popular) and the tactics that are most effective. For example, the most used tactics on Twitter are driving traffic (72.1 percent) and driving sales (54.2 percent)—how’s that worked out for you lately? In contract, the most effective Twitter tactics cited involved two-way communications strategies and monitoring for PR problems in real time.

Photo by webtreats (Flickr).

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