As someone engaged in the actual practice of interactive marketing, I am interested in what works. There are lots of folks who say they know what works, but I've noticed that few of them are on the client side--working for an organization that is trying reach its market and accountable for bottom line performance.

Those who are selling services (i.e agencies), products (i.e software and web sevice providers) and ideas (i.e. consultants and authors) in the word of mouth marketing space are often hard to pin down when it comes to evaluating the success of their services, products and ideas. Instead of performance metrics, they give you case studies, presentations, and white papers populated with fuzzy math. To be fair, these folks are not on the inside and thus don't have access to the appropriate data. And those who are on the inside often don't have access to the data or can't share it even if they wanted to.

This blog is my attempt to understand more about my field, my place to think out loud. My focus is not about tactics, but more about strategy.

My goal is to post once a week. We'll see how well I hit my numbers.

Labels: interactive marketing, milwaukee

This entry was posted by Tom Pionek, on Saturday, January 12, 2008. You can leave your response.