Earlier this year (February 5th to be exact), Technorati published its 2013 Digital Influence Report. The bold headline was quite clear that digital spending was not equal to the influence of blogs.
According to brand marketers, social spend in 2013 will increase substantially. Despite this increase, however, spending on social makes up only one-tenth of brands’ total digital budget. On the flip side, blogs still are one of the most influential mediums, ranking high with consumers for trust, popularity and influence. The disconnect between brand marketers and influencers is a result of a challenge they both face – a lack of uniform metrics to effectively measure the success of influencer marketing campaigns.
While preparing your marketing/PR plans for 2014, it’s important to take stock of what you’ve achieved this past year as you pave the way forward. Use Technorati’s report to see what you may have missed out on, need to improve upon, or perhaps remove because it doesn’t fit your brand or personal identity; remembering, for example, that you don’t need to be on every social media outlet if it doesn’t necessarily fit your brand, or your efforts just don’t reap the rewards. Be realistic.
I recommend digital housekeeping at least annually, and what better time than the present?
Not sure where to start? I can help!
What tools do you use to gauge where you’ve been and where you’re going for your online marketing/PR plans?
