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Where To Spend Your Marketing Budget in 2013

If you’re a lucky marketer, when you ring in the New Year on Monday night, it will also mark the start of a new budget year for you. If this describes your situation, you’ve most likely spent the last month in planning sessions – figuring out how to get the most for your marketing dollars. If you’ve got your plan fully-baked, I’m going to hope that some of the tips I provide below are already on your roadmap for 2013. If not, I hope I can persuade you to consider some new options. If you’re a procrastinator and you haven’t started to think about budget allotment for 2013, I’ve done some of the work for you below. If it were my budget, this is where I’d spend it in 2013.

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How Do You Evaluate Influence?

Marketers and PR professionals are facing an explosion in the quantity and diversity of influencers – the people with real and measurable impact on the decisions other people make. Social media has fueled the rise of influencers in all shapes and sizes – but how do you measure influence? Some might say by an arbitrary, numerical score. Others might say by the number of Followers or ‘Likes’ somebody has. I don’t know what I think, but I do know I’m probably not buying a toaster if Justin Bieber says its great.

I think you need more than a number to determine influence. This is a similar argument that I have about Google Page Rank. TechCrunch has a PageRank of 8/10, while Consumer Reports has a PageRank of 7/10 – who’s opinion matters most when thinking about whether or not to buy that iPad? It depends on more than a numerical score, doesn’t it? [Read more...]