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Don't Outsource. Don't Insource. Right Source.

Mike Sweeney

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Top Stories by Mike Sweeney

Running a marketing department has become a more complex endeavor over the past couple of decades. With the introduction of the Internet came dramatic changes in consumer behavior, followed by dramatic changes in the way companies market products and services, followed by dramatic changes in the structure of a marketing department and the people inside it. This, along with other major business shifts such as the advancement of technology and the proliferation of small businesses, drove the birth of the concept of outsourced marketing. For the sake of this exercise, when I say “outsourced marketing,” what I am really referring to is an “outsourced marketing department.” An outsourced marketing department is an entirely different concept than outsourcing portions of your marketing effort, possibly farming out different pieces to various contractors, freelancers, or fi... (more)

Want to Succeed In Social Media?

Recently, I've seen a lot of studies about the lack of success of small businesses in social media. In one eMarketer article alone they reference not one but two of them: Small businesses are not hitting it off with social media, according to an August 2009 study from Citibank.  More than three-quarters of US small-business executives surveyed did not find social networks helpful for generating leads or expanding their business. According to an online survey by Internet2Go and MerchantCircle, 45% of small-business owners use Facebook to promote their business, and 46% have a Tw... (more)

Why Email Deserves to Be Part of Your Marketing Strategy

Sales Coaching on Ulitzer It’s been exactly three months since the  October 12, 2009 Wall Street Journal article Why Email No Longer Rules…And what that means for the way we communicate touched off a mini-firestorm in the marketing world.  This article wasn’t the first on the topic but really more of a culmination.  It seems for much of 2008 and 2009 there were many similar articles, in newspapers, industry pubs, blogs, etc.  And yet, if my inbox since then, the back-end analytics results we see, and the accompanying graph from Forrester Research here are indicators –- The rumor... (more)

You Don’t Need a Social Media Superhero

New Media on Ulitzer “I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?” These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn’t want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volu... (more)

Who Are You? The 5 Key Components of a Core Messaging Document

With apologies to rock icons The Who – and I suppose the CSI TV franchise as well – this is one of the biggest challenges many companies face.  If you think about it, I’m sure that you see this all the time too. Whether it’s an elevator pitch at a networking event that leaves you wondering what it is that this person does or a disjointed marketing effort that just doesn’t hit the right chords – a lot of people out there have a messaging problem. When working with a client, one of the very first places we start is to take a look at their messaging — It’s critical that their messa... (more)