Last week at the Four Seasons in Palo Alto, CA, a select group of senior tech marketing and strategy executives from a who’s who list of tech titans joined Forrester analysts Andy Bartels, Chris Mines, Peter Burris, Tim Harmon, Ellen Daley, Manish Bahl and Kim Celestre for our 2012 First Look event to understand the key trends and marketing best practices that they must employ in 2012 and beyond.
While I can’t deliver 4 hours of content in one blog post, I’ll start by outlining my three key takeaways. Curious about other trends or marketing best practices for 2012 not listed below? Leave a comment and we’ll do our best to address them.
Takeaway #1: Emerging markets are still emerging (aka small) compared with the largest IT market – the US.
While there has been a lot of excitement (rightfully so) in fast IT spend growth markets such as China (17% year-over-year growth), India (21% year-over-year growth), and Brazil (28% year-over-year growth), the relative size of these markets are still a small percentage compared with the US. For example, the IT spend in China is only 15% of what it is in the US, while the percentages are even smaller for Brazil at 6% and India at 4% compared with the US.[i]
WIM (what it means): Tech marketers and strategists with a global remit must keep both relative size along with growth in mind as they balance their investment, program activities, and other resources in 2012.
Takeaway #2: IT consumerization means big changes for marketers.