Allen Silkin's blog

Interesting eMarketer article this past week about how marketing managers are still only allocating 5-10% of their budget to online media and how one of the biggest obstacles to expanding that budget is having the right analytics or metrics to measure the offline to online influence.  Marketers rated "Having metrics to proper allocate the mix of traditional and digital media" was rated the highest major problem to overcome before further adopting digital media.  This totally surprises me becaus

 Your Internet is changing - do you realize this?  The days of ending your broadcast commercials with, "visit us on the web at www.yourexample.com" are over.  Next time you're at Subways and you look at the napkin with their URL printed so nicely under the nutritional information, say goodbye to classic website promotion.  Soon it will say, "Become a fan 

Want to generate advertising revenue from your website?  First understand your audience and then take a OFFLINE approach to marketing: your a database marketing company beyond what your selling in your ecommerce store or what your content is - your selling the composition of your website audience.  The more you know about them: what is the target demographic profile and what are their hobbies and interests, the better engagement you will have with potential advertisers.

A friend of mine who is the CEO of interactive agency and I often get into long debates about the best ways to utilize social media marketing services for our clients.  We both agree that social media is a must as a marketing tool, due to its low cost (when including time and effort as a cost of doing business) and its impact on the customer lifecycle.  Social media is key to facilitating conversation, an important aspect of maintaining a relationship with customers.