With the buzz about social media, B2B online marketing news often takes
a backseat. It was the year of the consumer, afterall. But here's a
quick quote that applies to all marketers from David Schatsky's article "The Web's New Frontier" running on BrandWeek.com right now:
"Effectiveness Is the Watchword
...Companies must continue to emphasize effectiveness in their online
tactics by obtaining insightful analysis of the behavior of Web site
visitors, optimizing advertising and marketing budgets across the
increasing number of tactics available, managing search-marketing
portfolios effectively and reaping branding benefits along with direct
marketing benefits from them."
So glad to see talk of effectiveness and measurement, which is what we
should all be focused on, all the time. And a tip of the hat towards
the intersection of branding and direct marketing, which is what
naturally happens when our audience interacts with our message online,
regardless of whether or not we plan it that way. If 2006 was the year
of the consumer, let's make 2007 the year of accountability,
measurement and effectiveness.
-Anna Talerico
