There is no disputing the fact that Web 2.0 provides a huge opportunity for marketers. Sharing content has never been easier than it is right now. As clients are recognizing the potential opportunities, it’s becoming increasingly common for them to want to jump on the viral video bandwagon. In a B2C viral video world, one could argue that the more exposure, the better. In a B2B world however, the old adage of quality versus quantity still applies.
Take for example MTV’s “Jersey Shore” — one of the highest-rated shows to ever air on the network. It was introduced with mediocre ratings until a video of one of the female cast members — Snooki, of course — got leaked to the Internet. Garnering millions of views, the video showed her being punched in the face by a large man in a bar. Suddenly, the show became a smash hit (wink, wink).
Why was this so successful? (more…)
Crystal-clear return on investment (ROI) could also be called “Nirvana.” The place where spending, value and sales all intersect harmoniously in a way that give agencies and clients complete understanding and validation in their marketing efforts. The mistake companies make when interpreting ROI is to tie marketing spending exclusively to sales transactions. There can be so many other variables that come into play when assessing the effectiveness of your marketing investment. Measuring ROI is complex, but achievable, as long as everyone approaches the assessment with a sense of reality.
