Forrester put out a report last week that showed that marketing budgets in large global companies are down 20% this year. Spending on TV, print, radio, magazines, and other branding and advertising is down a breathtaking 60%+. More contemporary channels like social computing and Web sites are seeing only modest cuts, with many companies reporting that they are actually increasing spending in those areas.
What should the CEO take away from this?
1) The report showed renewed focus on return on investment measures for marketing -- this is a healthy development that will help you post-recession. ROI analysis will eliminate, or at least minimize future marketing nonsense.
2) Social marketing is here to stay. It's time for you to understand it.
I was intrigued and excited to see Google announcement of their second operating system effort today, Google Chrome OS. I’ve been thinking about how client operating systems will evolve ever since I began struggling with having data spread across multiple PCs. I finally gathered together my thoughts on the future of client OS in the The Personal Cloud, published just two days ago.
My working title for this report was “Death of the PC OS” because I believe that the industry needs to rethink and expand the role of PC and device operating systems.
Some recent buzz in the industry would have you believe that “SOA is dead,” but that just isn’t the case — SOA is far from being dead, outdated, or irrelevant. In fact, its use and influence are still growing. A recent Forrester survey indicates that 75% of Global 2000 organizations will be using SOA by the end of 2009. 60% of current users are expanding their use of SOA, and a substantial number recognize SOA’s strategic business value and are using it on a sizable portion of their solution delivery products.
Stories of less-than-successful results may dent its reputation, particularly in today’s climate of pessimism and uncertainty, but when done right SOA has the potential for broad-reaching positive impact on the enterprise. Instead of getting caught in the hype or jumping ship on their SOA efforts, CIOs should keep in mind that:
Fortune just published its Global 500 2009 list which
outlines the largest 500 corporations in the world.
A few observations on how the list is evolving, with a particular focus on the
top 15 countries (those with eight or more Fortune 500 companies listed this year):
It's been a while since I blogged - and even longer since I did something a bit light hearted - so I thought it's time to make a comment on something about tech that has been bugging me recently.
So Michael Jackson and technology seem like very loosely related issues - and they definitely are. But the death of such a "big name" is quite a rare occurrence - and it makes people think back to the last time someone with such a high profile passed away, and how they reacted then. And at the same time, it demonstrates how technology, that is ultimately designed to connect people, actually ends up keeping us apart (or at least reminding us of the fact that we are apart).
When I think back to the last big "star" that passed away, in any territory of the world connected to the United Kingdom, it was probably the death of Diana, Princess of Wales. This happened in August 1997. In North America, people have been comparing Michael Jackson's passing to that of Elvis, Buddy Holly, and the likes. Such big events act as markers of time. People remember where they were when they heard of Elvis', President Kennedy's, and Lady Diana's deaths. And often these were shared experiences - people remember who they were with at the time - as often they heard this information from other people. I remember driving on Spit Road in Sydney when it was announced on the radio that Diana, Princess of Wales, had passed away. I had my partner (now wife) and friends in the car with me at the time. We shared the experience, and somehow even bonded over it.
I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.
You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:
This research will certainly help marketers plan their channel strategies.
Ever since I read today that Goldman Sachs formerly employed a $400,000 programmer, I have been contemplating a career change. What software could Sergey Aleynikov develop that you or I couldn't also develop for $400K per year? Whatever, he knows must be valuable because he apparently left the Goldman job headed for a better one that would have paid him 3 times that amount. He would have that is, if he hadn't been arrested by the FBI.
Sergey is probably not writing any code right now, because he has been charged with "theft of trade secrets" by the FBI after he alledgedly stole codes used for sophisticated automated stock trading, improperly copied proprietary computer code, and then uploaded it to a computer server in Germany.
Controversies and eccentricities notwithstanding, Michael Jackson is a brilliant musicalartist and performer. I was acutely aware of this on February 2009 in London after 3 colleagues and I went to see the new West End show, Thriller Live at the Lyric Theater after Forrester's EMEA Enterprise Architecture Forum. If you are in London, go to this show! Go, especially if you have no rhythm because you will probably find it there. The show is a celebration of Michael's breathtaking musical career shown through the performances of very talented singers and dancers. The hits are nonstop.The night flies by leaving you wanting more. Go.
The evaluation speaks for itself. Forrester goes through great pains to assure a fair, detailed process that looks into the strengths and weaknesses customers care about most — and this Wave is no exception. But considering the amount of time and effort we spent putting this report together, I wanted to provide some additional thoughts on what I learned during the process:
Over the past 2 months, I've seen an increase in the number of end user inquiries regarding high availability and almost more importantly, how to measure high availability (HA). HA means something different depending on whom you're talking with so it's worth a quick definition. I define HA as:
Focused on the technology and processes to prevent application/service outages at the primary site or in a specific IT system domain.
This is in contrast to disaster recovery or IT service continuity (ITSC) which is about preventing or responding to outages of the entire site.
Why so many inquiries about HA recently? I believe that due to our increasing reliance on IT as well as the 24X7 operating environment that companies of all sizes and industries are becoming more and more sensitive to application and system downtime. The interest in measurement is driven by the need to continuously improve upon IT services and justify IT investments to senior management, especially now.