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Are SMB’s Just Confused About WOM and Social?

Small and medium sized businesses rely heavily on word of mouth and referral advertising. We all know that and the point has been made ad nauseum.

Even with that in mind it seems quite interesting to see the findings of a study conducted by SMB insurance provider Hiscox. Essentially it says that many small businesses don’t find social media important yet half of them say that they couldn’t live without referrals from word of mouth (WOM) sources.

eMarketer shared the Hiscox findings

Note that only 12% say they have to do it while only 24% said they get involved in social media when they have the time. The rest?Well, 64% of the respondents said they either don’t use it for their business, don’t know enough about or don’t give a rip at all!

Mobile Email and Purchasing: Perfect Togther

Marketers are faced daily with a deluge of statistics and ‘proofs’ that whatever it is they chose to hitch their wagon to yesterday has now been replaced by something bigger, better and faster. It makes one wonder why anyone would want to be in online marketing if it always feels like you are a half-step behind the cool kids.

One thing that has stayed pretty consistent over time however is the power of e-mail marketing even with the continued proliferation of the mobile online world. According to research from ExactTarget (Warning: Research as PR alert level 5) email marketing drives purchases in the mobile space. eMarketer shared the data

Is Content Marketing Better Than Advertising?

The social media marketing movement has the marketing world reconsidering everything and that’s a good thing. While progress is usually a good thing, it can create some friction that didn’t exist previously thus giving marketers fits.

One area where that has truly taken hold is content marketing. The idea alone is not new but the development of the discipline is. As a result, many marketers are recognizing the importance of content marketing as a whole. In fact, Econsultancy and Adobe’s first Quarterly Digital Intelligence Briefing (NOTE: No money to MP if purchased) points that out.

Nice Work Online Marketers! Now You’re Killing the US Postal Service!

It wasn’t enough to help put the newspaper industry in its place was it? Nope!

Now, the online marketing industry has put the US Postal Service on the skids and the Postmaster General, Patrick Donahoe is even predicting a very new look for mail delivery in 15 years or so. The following quote comes from an interview with USAToday

Asked about the long term, Donahoe said, “At some point, we’ll have to move to three” days a week of mail delivery, possibly in 15 years.

Yikes! So why are we reporting this? Well, we are called Marketing Pilgrim after all and it’s important for marketers to consider and fully understand how the best mix of effective traditional marketing techniques and the right online marketing options will help drive sales. Do you really believe that only the online space will be used for the foreseeable future? (Please say no).

Marketing Executives Talk Social Media Strategy Then Don’t Deliver

Maybe it’s simply marketers doing what they are most accused of when they talk about their products. You know the deal, hype the heck out of some aspect of a product or service to move it even though it may not deliver as promised. Not exactly a trust building way of doing business but if it creates good numbers for a quarter or two it’s a win, right?

What seems to be happening is that marketing executives are talking about creating social media strategy out of one side of their mouth while saying it’s not a priority out of the other. eMarketer reports

CMO’s Have Digital Work Cut Out For Them

Marketers at the highest levels are busy trying to nail down marketing in the digital era and it appears that many of them realize there is work to do. This should be no surprise from folks who have often been removed from the day to day but have come back around to realize that unless they roll up their sleeves to some degree, the digital era will pass them by and not even blink.

The CMO Council and Deloitte and Touche have released a report, which outline some of these concerns. You can purchase the full report (no money to Marketing Pilgrim) or get the free executive summary. Here’s a glimpse

What’s Facebook Afraid Of?

I remember back in the dark ages before there was this new fangled Internet thing, there was a grassroots campaign by a company that dared challenge one of the dominant players in its industry.

It was in Boston and that company that dared challenge the dominant player was Ben and Jerry’s. These two hippies from wherever took on Haagen-Dazs (My apologies on the brand spelling. Due to my typing deficiencies this is an umlaut free blog) which, at the time was owned by Pillsbury. Pillsbury was trying to muscle the new kid on the block from freezer space in stores in New England at the time. They were telling their distributors and stores to get Ben and Jerry’s out of the market. Not smart.