We're only a couple weeks away from Forrester's Marketing Forum 2011, April 5-6 in San Francisco, California. (You can view the event details and sign up to attend here). The theme is "Innovating Your Marketing For The Next Digital Decade," which will help attendees navigate the rapidly changing world of digital experiences. Rapid innovation is creating radical shifts in the methods and media that people use to engage with your company, brand, and products. From connected TVs to Microsoft's Xbox Kinect to tablet PCs to mobile-based location awareness, the panoply of emerging platforms and techniques gives powerful new means of creating rich product experiences and engaging with your customers.
For Consumer Product Strategy professionals, we've focused our sessions around a research theme called Total Product Experience. Developed by the amazing James McQuivey, the Total Product Experience thesis is that digital channels are no longer being used just to deliver marketing messages. Instead, they are swiftly being enlisted to simulate and stimulate product trial and use. Already, using Kinect for Xbox, marketers can enable you to kick the virtual tires of a car; tomorrow, with a tablet PC app, marketers will let you take pictures of yourself and dress your own body in virtual clothes. Welcome to the Era of Experience, a time in which product strategists and product marketers must collaborate to deepen the digital customer relationship and extend the total product experience to create value.