The 13th annual Edelman Trust Barometer contains some very interesting developments on the state of consumer trust. Some points that caught my attention included: Technology is the most trusted industry, while banks and financial institutions are the least trusted. Only 18 percent of those surveyed trusted business leaders, and only 13 percent trusted government leaders. […]
Somewhat surprising news emerged recently in the social media world. According to Global Web Index, Google+ has surpassed Twitter to become the second largest social network in the world. Here’s how the numbers break out: Facebook still holds the top spot with 693 million active users, Google+ has 343 million actives and Twitter comes in […]
Converged media has been a hot topic the last two years and is picking up speed in 2013. This concept represents a blurring of the lines between the three types of media: paid, earned and owned. I don’t think there are many who would disagree that this is happening and will continue. But another important […]
Survey 10 different organizations about how they make decisions and no doubt you’ll get 10 very different approaches. This is understandable. Differing organizational cultures need differing processes that fit the organization. To be most effective, however, business decision making needs a strong element of balance. For some organizations, decisions are made too quickly, with not […]
Reblogged from Moebius Ink: Last week, Marketing Profs and TopRank published an excellent “this is not your father’s B2B” eBook (thank you!) with 33 tips from top marketers (now embedded below) on how to bring innovation to the classic world of B2B marketing. I’ve whittled it down to what I think are the strongest TOP 5 […]
The explosion of social media hasn’t been good for branding. Somewhere along the way, branding seems to have developed a bad name (although still not as bad as public relations). I saw a comment the other day on a social media platform to the effect that the concept of branding was outdated because “we’re all […]
It’s a digital horse race and marketing execs aren’t running.
Here’s an interesting post from Mark Schaefer that would indicate that perhaps marketing execs still don’t place the same level of importance on digital marketing when compared to more traditional marketing channels.
Schaefer’s post is based on a Harvard Business Review report that stated only nine companies in the Fortune 500 would be regarded as having a “highly digital” orientation.
Couple this finding with reports that digital media spending still significantly trails traditional spending and it would cause one to wonder how much importance marketing execs place on digital. And this is given the fact that digital media channels are growing much more rapidly than traditional.
A couple factors could be hindering digital growth in the marketing world: 1.) The reluctance of some execs to change and 2.) The need for a better demonstration of ROI from digital media.
I think everyone agrees that digital will move forward. The question is how quickly will it grow in the marketing world?