A bit lengthy, but a great idea that I believe will see manifestations for marketers in the coming years. If we humanized execs, focused on customers and put 'maximizing shareholder value' in proper priority - what would happen? Things like Apple and Zappos woul d happen
Very interesting segmentation. What needs to be added is mapping these to value for the marketer, either in terms of individual buying behavior or influencing behavior or both
I just commented on this. It would be great to hear if anyone has some experience in estimating the crisis management costs in the preparation and expected value of crisis management in social media.
One of the challenges in ROI is the incremental value of each touch in the purchase funnel / process; Agent-based modeling is one of the tactics used to overcome the focus on LTA most marketers are focused on
It pays to know your audience and to map the engagement path. If your target audience is older, a 'Like' may be a lower value engagement metric than you thought.
Interesting article. What's missing is the cost of an unsubscribe or an email junk mail designation (by the user). These costs though have more to do with the email marketing, then the address, but are nevertheless expensive.