Update on Interactive Marketing Organization Survey

On September 14, I posted a notice about a research study we had in the works on The Interactive Marketing Organization.  Thanks to everyone who participated in the survey! 

We've gotten about 150 responses and have actually closed the survey (just in case you have tried to take the survey recently and found the link inactive).  I'm currently at work on the report this data will feed.  But since that is still several weeks away, I wanted to provide you with a few previews of what we learned:

*Companies actually have a surprising tenure with interactive marketing:   79% have been using interactive marketing for more than 3 years; 52% for more than 5
*Interactive marketing teams are generally small (39% have IM teams with 1 to 5 people).  However 18% report teams that are quite large (31 or more people)
*Interactive marketers outsource less than I had expected with 59% outsourcing less than 25% of their work.
*Younger IM organizations (those using IM for less than 5 years) are generally less strategic than more senior organizations.  They have less staff, less budget, but better executive support than IM organizations who have been using interactive marketing for more than 5 years.

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Do Marketers really need permission?

Into every Forrester analyst's life a little blogging must fall! As the last blogging neophyte on our team I've put off introducing myself far too long. Okay, I admit it, I found the medium a bit intimidating but it's time to practice what I preach and find out what it's like to put my brand out online.

I find myself thinking a lot about the importance of permission for marketers. As consumers increasingly opt in to the things they want (personalized content, websites that match their hobbies and special interests, social networking sites) and out of the things they don’t want (ads, dull programming, traditional marketing pitches) marketers are going to have to spend a lot of time getting permission from consumers and figuring out how to hold on to it.

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Advertisers and Agencies - Getting Along?

As previously mentioned, I'm currently exploring advertiser - agency relationships.  It's an extension of my work into reinventing the marketing organization as one of the four keys to becoming more customer-centric:

  1. Redesign P&Ls and
  2. Shift culture away from marketing communications;
  3. Invest in a customer relationship infrastructure; and
  4. Rethink
    agency relationships.

We are conducting this research in conjunction with the AMA's Mplanet (29 Nov - 1 Dec) and results will be released at the event.  If you'd like to participate and get a full copy of the completed research, here's the survey link:  http://www.gmi-mr.com/survey/s.phtml?sn=58793.

Also - please feel free to pass this link on to anyone you'd think is relevant and interested in this topic.


A blog's eye view from Digitas

Ripples2 David Armano, creative director at Digitas, is currently giving a round of internal presentations at the agency called "blog's eye view: looking at the social network from a blogger's perspective."  I attended his Boston presentation this morning and came away impressed.  You can find his entire presentation here.

Blogging is still foreign to many companies, but agencies have particular pressure to get ahead of the curve and help clients capture value from the medium.  Digitas has embraced Armano's work and he has great lessons to share from his personal experience over the past eight months - illustrated too!  For example, the graphic at upper left is his image of "influence ripples" which describes how media sources impact one another.

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Brand/Marketing Track Sessions at Forrester's Consumer Forum

Forrester's Consumer Forum is coming up in 10 days!  The event has been expanded compared to prior years with many more content choices available to attendees.  The overall theme of the Forum is Humanizing The Digital Experience.  I think this is particularly relevant, given the change that technology has driven in the marketing world over the past 12 months alone.

Lisa Bradner and I have been organizing the Next-Generation Branding And Marketing Sessions.  I'm moderating two discussions and giving two speeches that will be great content for brand marketers in particular:

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Interactive Marketing Spending Maturing, But Not Slowing Down

I’ve gotten a number of press calls since Yahoo announced it has missed its earnings on October 5 asking if I think this indicates a larger slow down of interactive marketing spending overall.  My response to these qualms “No way, Jose.”  Here is what I think is happening:

*Interactive marketing spending is definitely different today than it was in the boom times of Bubble One (circa 1999-2000).  But this is a good thing.  Today, more traditional marketers are including online advertising, email and search marketing in their marketing mix.  This provides stability and legitimacy to interactive media which it did not have when it was supported solely by dot coms.

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