All marketers are involved in communications at some level.  It is the nature of our business – whether it means communicating through PR, web sites, emails, or marketing collateral. We often talk to customers and prospects about the value of measuring communications effectiveness through social media intelligence and social media data.

There are two specific pivots on this: What is resonating and with which audiences. Based on the prevalence of the topic, we conducted a webcast on May 20th  with Katie Paine, CEO of Paine Publishing and a recognized thought leader on the subject of measurement.

Proving that it is not only PR that cares about measuring communications, we had people from the following functional areas join us. More and more, people from roles such as Market Research and Product Marketing are playing an active role in communications.

Katie did a great job of presenting her model for developing and evolving your measurement capabilities.

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So we decided to ask people where they plan to spend the most time moving forward from the webcast. There were two roles with interesting results that popped out at me.

  • 50% of brand and product marketers say that will address the earliest stage: Define the goal.  But 30% will be addressing the last stage: Planning for action. It was interesting in that the majority of people in this role will address opposite ends of the spectrum.
  • Corporate comm roles were almost evenly distributed across the first 4 stages.  But no one from this functional area was picking a tool or planning for action. It could be that many are rethinking how they measure effectiveness now, and are trying to be more standards based while moving forward.

Take a quick look at the webcast, or view the deck.  Where do you fall in your plans for moving forward?

rmiller@visibletechnologies.com'

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