When market conditions change, you need to respond quickly and concisely. That could mean repositioning your product, redefining your audience or changing the vehicles you use to communicate.

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The evidence is overwhelming — the days of just hammering our customers with as many impressions as possible and waiting for the anecdotal reaction are dead.

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Employees are actively participating in social media TODAY, regardless of their employer’s presence in that world. In those spaces they may already be actively discussing work or business topics or representing their company in the social media space simply by virtue of their employment. With all that in mind, every company needs to have in place social media policies that govern what’s acceptable in that space – and make that policy clear and available to employees.

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Few products set the marketing bar higher than EMBA programs from top business schools. In our work with the Johnson School at Cornell University, Media Logic helped the school extend its brand to more than 20 markets through an integrated conversation-centric marketing campaign. We employed a wide array of targeted media as well as automated communication that was used to spark a dialog with the school’s admissions team.

Key to the success of these campaigns was sophisticated web analytics that allowed us to track results, report them in real time and make continual refinements to the campaign. As a result, we were able to:

• Reduce costs and improve ROI
• Determine the best-performing media vehicles and re-allocate media dollars accordingly
• Track performance by both market and media type
• Track web conversion activities and paths
• Keep Sales and Marketing teams fully connected
• Systematize continual improvement

For example, we learned that both print and pay-per-click advertising delivered the best results in terms of cost per matriculant, while radio delivered “brand cover” for the program overall but did not drive applications or enrollments. The program saw 500% growth over a six-year period, the cost per enrollee was reduced dramatically, and in 2008 alone, ROMI was 802%.

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Somewhere on Twitter there is, with little doubt, an avenue of enormous potential for promotions marketing.

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If you’re old enough to remember the heady days of the dot.com bubble (b.1998 – d.2001 RIP), you can be forgiven for not jumping too quickly on the “Twitter is the revolution” bandwagon.

Now that Twitter has passed its “gee wiz” moment, pages of pixels are being devoted to contrarian points of view – studies that show, for example, that the Twitter channel is choked with “40% pointless babble.”

But these studies are missing the forest for the bulldozer.

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