This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. We’ve told you about a few companies that have achieved a notable return on investment (ROI) from their social marketing initiatives. In conversations with hundreds of marketers over the last few years, we’ve observed that few of them closely track the ROI of their social marketing programs. Market influence. They include Indium Corp., MORE >>

Lead generation is the top priority for marketing executives. Virtual events are the best way to get leads according to a Unisfair marketing study. Unisfair is a virtual event and environment company and recently talked to Marketing Voices. We discussed the difference between a virtual event and a webinar and how companies are using virtual events today. Joerg Rathenberg, the Senior Director of Marketing told me that companies like Oracle and Novartis are seeing impressive sales leads from virtual events. MORE >>

Effective mobile marketing requires a sharp focus on four mindsets: 1) I’m local. Mobile marketing is similar but different in each country around the world. This is what marketers should understand, but where is the evidence that mobile interaction delivers results. Permission marketing. Interaction is at the heart of mobile marketing, but messaging campaigns should abide by rules and etiquette. The discussion prompted @paulbmma to state that permission marketing is “going to be essential.” But what does that mean to marketers? MORE >>

As a marketer, my most treasured listening pleasures are Mitch Joel’s Six Pixels of Separation and Christopher S. Penn (and John Wall’s ) Marketing Over Coffee. Through the group I met other marketers such as  Ken Hu of Soshio , Devon Carlson of Magellan Diagnostics , Jennifer Good of Access Intelligence , and Ann Freccero of Jaspersoft. Sure, especially in keynotes, but my I RECEIVED A TON OF advice and tips on marketing and social media. Marketers Welcome. I’m a marketing gal (or guy). am an unabashed podcast geek. Networking. MORE >>

What are the most used marketing tactics used by small businesses? Website Marketing Email Marketing Print Advertising Social Media Online Advertising Event Marketing What are the most used social media sites used by small businesses? View the Small Business, Big Impact marketing infographic below: Via: Bolt Insurance. Content Marketing Email Marketing Online Advertising Paid Search Search Engine Optimization Social Media email marketing event marketing online advertising print advertising small business social media website MORE >>