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One Size Doesn’t Fit All When Measuring Marketing Success

Return on investment has long been the go-to measurement for marketing success. It’s short, simple, and easily understood by CEOs: “For every pound we spent on media, we made X pounds in sales.”

That was fine when we lived in a world of interruptive, above-the-line advertising across a limited number of channels, where campaigns had a clear beginning, middle, and end. Brands could run econometrics on the total activity and on each contributing channel to produce an ROI figure based on attribution towards net sales data. Maybe it wasn’t always clear exactly how the TV ads and outdoor media led to the sales uplift, but the numbers were there.

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7 Reasons Why You Should Improve Your Public Speaking

Over ten years ago, I found myself in a class for leaders and managers. After building rapport and working to create a safe environment of trust, the class facilitator decided to have us go around the room and share our insecurities and fears. The coach was specifically homing in on our weaknesses and asking for us to be transparent with others in the room.

As we worked around a small circle, one woman was visibly nervous. When it was her turn, it was as if someone flipped a switch and turned her red. She stumbled over her words as she explained how fearful she was to speak in public. Even in a safe situation with supportive friends, she still was nervous to share. We learned that she even had nightmares where she was in front of a room, perched behind a podium, and she misplaced her notes and looked out at a sea of unforgiving faces. Another attendee encouraged her and told her that she was better off avoiding these events so she didn’t trigger her fears.

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How to come up with fresh ideas for social media

Now more than ever, your social media channels are where strong, lasting relationships with your customers are born. The average person will spend over 5 years of their life on social media – that’s a lot of opportunities for you to get your brand in front of their eyes!

The best way to get their attention is, of course, by regularly posting engaging content. And that’s easy, right? All you need is a few popular hashtags and some pretty stock photos.

Wrong. Content is only truly engaging if it’s original. If your customer has 73 other #MondayMotivation posts clogging up their newsfeeds at the start of each week, what’s going to make yours stand out from the crowd?

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