Marketing Executives' Focus on Social Media ROI Should Lift The Role Of Analytics

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There’s a lot of promise in research released yesterday by the Marketing Executives Networking Group (MENG) and Anderson Analytics. MENG is a national group representing senior marketing executives from across industries. Until the revolution when digital marketers claim their rightful place as eCMOs or some such, these are the people who green-light online plans. (At this point, I should say that I’m a MENG member, agitating on your behalf from the inside.)
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What’s Good On This Site? Popular Content Lists Create A Community Feel

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Participation, engagement, community—asset manager Web sites have a long way to go to foster these. Ultimately, in all likelihood, most companies will cede community-hosting to Facebook or other social networking sites.

But don’t be too quick to assume that you can’t deliver community-like value for your Web site visitors. Two unconnected news items took place last week that might trigger some ideas.
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How Much Traffic Is Facebook Driving To Your Site?

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“That wouldn’t apply to us because… [wait for it] we’re in a regulated industry.”

There’s an underlying current in asset management marketing that trends that affect other industries don’t apply here. It’s an illusion that is almost never true online—what’s affecting other Web sites is probably affecting your mutual fund or exchange-traded fund (ETF) site, too.
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Mobile Next Year May Be One Year Too Late

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I like to experiment with Google AdWords, and today I received a report on the performance of an AdvisorTweets.com campaign that’s been running for a few weeks. I was shocked: Out of the 237 clicks on my ads, 188 were on mobile devices with full browsers. Almost 80% of those searching for “RIAs and twitter” (my Google AdWords keywords) were using phones?
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Is Social Media "Worth It" For Asset Managers?

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FINRA held its long-anticipated Webinar on social media guidance today. (A replay will be available in a few weeks, social media vendor Socialware has posted a summary and we wrote a brief AdvisorTweets blog post.)

When we commented on the release of the guidance last week, we characterized it as FINRA kicking the ball into Compliance’s court. Well…not so fast—there’s somewhere else the ball has to go first and that’s to management.
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