In a couple of days I will be headed off to San Francisco for our annual Online ROI Summit. The theme I’ve chosen for this Summit is “convergence” as it seems to be the next chapter in defining how online marketers should approach their marketing activities online.
Actually, converged is not far removed from an integrated approach but the real time aspect of social discussions weighing in somehow begs for a word like converge.
I think IT marketers are still struggling with how to plan a holistic approach to their campaigns incorporating social in a way that will help the bottom-line and improve ROI.
Another thought we will put forward is that the industry needs to wrap their arms around engagement as a lead metric for calculating ROI and consequently figure out how to elicit engaged users/audience in a way that impacts branding awareness as well as lead gen as well as positive social interactions. The trick is to do this in a way that is acceptable to their target audiences and on a platform that makes it easy to engage with a sponsor’s content.
Of course, we plan to have plenty of pragmatic ways to do just that…hope to see some of you there 🙂