As you may know, my research coverage at Forrester has shifted into
mobile marketing. Last night, I moderated a panel discussion last
night for MITX and we talked about
the industry for a couple hours with The Weather Channel, ESPN, Carat,
g8wave, and Ringleader Digital. The three biggest points that came up
Jeremiah just posted on his personal blog that email consumes him - and just about everyone he communicates with at work, on Twitter, via social networks, on blogs. You get the point. Both the volume of personal and marketing emails have increased dramatically since the medium's beginning, and the early adopters are poised to rebel. Yet few marketers and vendors I speak with are slowing down the pace or changing their practices to prepare for a backlash. Now, by backlash, I don't mean that the email world will go completely dark. But I do think marketers need to prepare for a more streamlined approach to direct communication online.
Forrester is proud to share select social technographics data in tandem with upcoming book Groundswell by analysts Josh Bernoff and Charlene Li. Many of us have already read the book, and it supports our thinking, methdology, and recommendations we provide to clients.
We're pleased to share Social Technographics with you, but before you dive in, please follow the following steps:
I often advise my clients to keep blogs human, conversational, and in context for customers --it's the opposite of what marketing has been in the past.
Yet team blogs are a unique beast, it's a great way to show a lot of different types of ideas from different analysts, but at the same time, it's difficult to hear or see individual personalities.
A reader recently mentioned to me that it was hard to tell who was publishing specific posts on our blog, so we're getting nice and friendly on each of our posts by showing our picture, and also spelling out who the author was, and a link to our related research.
Profile pics and links are great and all, but we're not done trying to write a great blog. In the near future, we're going to find out more about what you want from this blog (as researchers, we love to get feedback) so we can continue to improve, so stay tuned for that.
After the Connected Agency report was published, I created a roundup of reactions on my blog. Next month, I'll be continuing the conversation in person with the Association of Canadian Advertisers; the event is called "Continuing The Conversation" aptly enough. I've asked some agencies to let me know how they're getting there - so far, have heard from VML, Critical Mass, DDB, Organic, and Avenue A|Razorfish.
If you're around in Toronto April 17th, it would be great to meet up. See the ACA site for more information.
Behavioral targeting shouldn't be scary to consumers -- because every major behavioral targeting system I've ever seen (outside of spyware) goes to great lengths to protect user privacy. It's all completely anonymous!
But behavioral targeting is incredibly scary to publishers and advertisers and any other company who wants use anonymous user data to effectively target advertising. Because even some very smart people simply don't take the time to understand what's being discussed. I'm sure Sir Berners-Lee is one of the great minds of the digital world -- but either he has never bothered to read up on behavioral targeting, or he doesn't know the meaning of the word 'anonymous,' or he simply doesn't trust his ISP.
I was asked a very interesting question by a client recently about how firms value their marketing database and the consumer data stored in it. I’ve asked a lot of marketers during engagements and we surveyed our Direct Marketing Council – we found that while some marketers point to incremental value that they help generate, they do not necessarily have a value on the database itself.
So are any of you out there assigning a monetary value to your database? Is anyone accounting for it on your balance sheet? Or is it simply seen as a cost center/cost of doing business? I’d love to hear your thoughts.