Five Marketing Facts from Philly

by Jason Skinner, CMO - Wednesday, September 19, 2012

In case you couldn't make it to the City of Brotherly Love, here are a few highlights from day one of the SHSMD 2012 Annual Conference:

  1. Inbound marketing content is focused on you. Outbound content is focused on your audience.
  2. Smartphones and tablets are here to stay, so consider mobile audiences with ALL of your marketing efforts.
  3. Measuring digital advertising's effectiveness by the number of impressions is like measuring ROI by the number of people who see your billboard. Instead, SEM/online ads should be measured based on calls to action, conversions, and downstream utilization.
  4. Measure everything. In fact, a good benchmark is to allocate 10% of your marketing budget to measurement, which can include surveys, CRM, and other research and analytic tools to track effectiveness.
  5. Marketers should always think strategically no matter the channel. In the same way we shouldn't just be expected to "whip up a brochure," we shouldn't become the ones who just "whip up a video" without a strategy behind it.

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