There's a saying that's almost as old as advertising, and you've probably heard it dozens of times. "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Some attribute the quote to John Wanamaker, while others say it was William Lever who coined the famous phrase. For our purposes it doesn't really matter who said it or exactly how it was worded because, as marketers today can tell you, the sentiment still holds water, even in a digital world where just about anything can be measured.
Compromises are essential at all levels of digital marketing. Perfectionism shouldn't be worn as a badge of honor, as some people seem to think. Claiming to be a perfectionist makes efficient people cringe. Acceptable corner-cutting is especially important in creative marketing because the person creating the content (copy, illustrations, video, audio, etc.) is often emotionally tied to the project. But in any type of project where emotions get involved, both sides need to learn to chill out a little bit by surrendering small aspects of control in favor of a more efficient outcome....
Microsoft has added Google Chat to support its Webmail email service Outlook.com in hopes of converting Gmail users. Users can log in with their Google account, see their Google contact list along the right rail of the e-mail window and begin chatting with those contacts right from Outlook.com.
Email marketing captures an average 15% of SMB marketing budgets, according to a soon-to-be released study from Vocus, conducted by Edge Research. Email edges events and trade shows (13%) and person-to-person contact (12%) as the top marketing expenditure for SMBs, with traditional media such as outdoor (3%), radio (4%), and TV (5%) ads getting the smallest pieces of the pie. But while email commands the highest share of budgets across all SMB sizes, the extent to which it is relied on varies, most likely due to its cost.