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GOODLINX: How to be an online-savvy marketer; How print and online journalism should work; what is social media?; macho pissing contests

What a marketer needs to do to keep track of their brand online, by Servant of Chaos:

“I started to track the number of collateral downloads that were made from the marketing intranet. I watched the most popular intranet and website pages and followed the paths that people followed into and out of the sites. I analysed the keyword search data and familiarised myself with the most popular inbound linking sites.

It was my own marketing dashboard. Interestingly, no one really asked for this … and I didn’t share it – but I knew that it would come in handy at some stage. Sure enough, the day came – and the questions – ‘what is the value of marketing’ and ‘what is our ROI’? And as I took our executives through my dashboard I could see the lights turn on.”

Print and online journalism, as it should be, from The Guardian’s Roy Greenslade (hat-tip: Margaret Simons):

“Whatever the future holds for the papers as they cope with a 5% year-on-year newsprint decline, they are certainly not bowing their heads. The race is on to build audiences for the web. And most important of all, they convinced me that what counts for all the journalists in Fort Dunlop is the journalism. I was truly elated by the visit.”

Social media in plain English (spotter: Paba Media):

[youtube=http://au.youtube.com/watch?v=MpIOClX1jPE]

Mindshare’s Ben Shepherd picks a fight withNews Digital’s Ed Smith:

“I realise these macho pissing contests are all part of the wonderful world of media sales … but I thought digital had evolved beyond criticising other media to try and scramble extra share.”

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