tag:blogger.com,1999:blog-7794386793170803972.post8640696857391287886..comments2024-01-22T07:31:42.008-05:00Comments on Digital Body Language: Simple Metrics and the Business Case for Marketing AutomationSteven Woodshttp://www.blogger.com/profile/06376596253100522418noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-7794386793170803972.post-69908025398717522312009-12-31T10:31:08.366-05:002009-12-31T10:31:08.366-05:00You are right. I'm backing off my initial 1-1/...You are right. I'm backing off my initial 1-1/many hypothesis. You are also pointing out something else that is important ... and that is not to draw broad conclusions from the current manifestation of social media technology so early in its evolutionary journey. The labels are also somewhat problematic in the sense that "social", "networking", and "media" are timeless concepts...the difference seems to be that today it is a lot more technology-enabled.Unknownhttps://www.blogger.com/profile/13625770944647394686noreply@blogger.comtag:blogger.com,1999:blog-7794386793170803972.post-19239466697906038712009-12-29T23:12:42.594-05:002009-12-29T23:12:42.594-05:00Sree,
It’s an interesting point on social media be...Sree,<br />It’s an interesting point on social media being 1 to 1 or 1 to Few... I think social media is an interaction style that defies a categorization that is quite that obvious. The initial back-and-forth, whether it’s on a blog, Twitter, or Facebook definitely is. However, the real value seems to be in the subsequent “discovered” interaction – ie, everyone else coming across the original discussion. In that case, it really becomes more of a 1 to Many. <br /><br />Perhaps neither metaphor really fits. It’s more of a 1 to 1(+many) structure.<br /><br />Good food for thought though.<br /><br />SteveSteven Woodshttps://www.blogger.com/profile/06376596253100522418noreply@blogger.comtag:blogger.com,1999:blog-7794386793170803972.post-30055708912997385402009-12-23T09:13:37.490-05:002009-12-23T09:13:37.490-05:00Good points. I'd like to reinforce your last p...Good points. I'd like to reinforce your last paragraph on fundamental change with the following observation.<br /><br />Sales and Marketing (and Channels) largely operate as silos today. Integration is often at a data-level - I take data, add something to it, and toss it over the wall to you. Process-level integration is the ultimate goal where there are no artificial functional walls in the contact-to-contract lifecycle.<br /><br />This silo mentality limits the possibilities of emerging technologies. Traditional marketing is based on (and views itself as) a 1-to-Many interaction model. Sales views itself as a 1-to-Few/1-to-1 models. So for example, as much as marketers get excited over social media, these tools actually have far greater potential by Sales whose structure is already "optimized" for 1-to-1/1-to-Few interactions.<br /><br />In other words, when Marketers are leveraging social media tools to help their Sales teams have specific/authentic/candid conversations with their prospects and customers, that's when we will know we have achieved process-level integration of the Sales & Marketing function.<br /><br />Happy Holidays.Unknownhttps://www.blogger.com/profile/13625770944647394686noreply@blogger.com