Podcast: In marketing, cadence is critical
The following is the second part in our Beyond the Hype podcast series with Bob Maness, Vice President, Marketing, for Pillar Data Systems, an LP&P client. We sat down with Bob recently to discuss the evolution and incorporation of social media into Pillar’s B2B marketing efforts.
Bob begins with a healthy discussion on tracking and measurement. In particular, he focuses in on how to effectively measure social media impact on overall marketing initiatives. As Bob notes, while capturing data for quantitative analysis is important, don’t overlook the qualitative aspect, in particular looking at trends. Too often, as Bob explains, marketing gets caught up in moments in time, particularly for events. An event may cause a spike, everyone pats themselves on the back and then the marketing team moves on to the next event. From Bob’s perspective, cadence is critical.The ability to create a steady cadence and keep to it without overcomplicating the message and/or activities will lead to success. Often times, you may get conflicting perceptual issues but at the end of the day, you can capture and measure success by the influence you have on buying behavior. When customers consider and ultimately purchase a product or service, that is the ultimate form of measurement and effect.
Bob closes with reflections on the recent success of the Pillar Cash for Clunkers program which played off on the Federal Government Car Allowance Rebate System. As Bob noted, while the Pillar program had a gimmicky element to it, the fact they had a key financing partner participate and that they were able to pick up where the Federal Government left off with its own program, made the overall program a success. For Bob, the hook was clear and his team was able to tap into a simple, obvious event to create a broader perception of interest for the company.
We hope you will enjoy this podcast. Please feel free to share your feedback as we welcome your comments and thoughts.