I'm heading on the road next week to my first Internet conference in a while, the DMA's Catalog on the Road in Cambridge, MA. The reason for my absence on the conference tour has much to do with a 2-year old child. Unfortunately, playing virtual mom is more difficult than playing virtual marketing.
The idea of virtual marketing got me thinking - which online marketing specialties are best suited for marketing tools and which are best served with personal, hands-on effort? I was forwarded an email about a piece of software that can make pretty pictures of Google Adwords accounts, theoretically enabling you to better understand and thus react to the data. Does this really help or does it add a layer of complexity? I don't know the answer. The pictures were nice, but I'm not sure they would make the information easier to understand. Do we need another tool, or do we need to just dig into the data and make good marketing decisions? I tend to lean towards less bells and whistles and instead prefer to rely on marketing instincts and skilled decision making, but I am sure that there are some tools out there that would make my job easier and possibly even help deliver increased ROI to customers. I'll keep my eyes open for those tools while on the road!
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