This is my first official blog post as a Forrester analyst, and I’m extremely excited to be a part of the community. So who am I? Before joining Forrester, I was an interactive marketer, a “traditional” marketer, and also a strategy and analytics consultant on the service provider side. Most recently, I served as director of relationship marketing at the National Basketball Association, where I focused on acquiring, engaging, and monetizing fan relationships through digital channels.
My background centers mostly on interactive marketing and CRM/database marketing, and my research will concentrate on that intersection. Currently, I’m readying reports on innovations in email marketing and developing interactive marketing dashboards. Looking ahead, my research will cover topics such as identifying and targeting influencers, the future of online messaging, converting social media followers into customers, and calculating the value of digital marketing assets.
To help jumpstart new research about data collection best practices for interactive marketers, I’m soliciting feedback through two opportunities:
Take this quick 8-question survey about your data collection practices. We’ll share the results with you.
Join us for Tuesday’s tweet jam to talk about the challenges faced when collecting data for interactive marketing programs.
It was more than 10 years ago that I listened to my first sermon about the growing importance of mobile as a marketing channel. It was late 2000 or early 2001; I was working at DoubleClick at the time, and my boss left the company to join a mobile startup, claiming we should’ve already had a mobile ad offering in place because it wouldn’t be long before smartphones replaced PCs entirely.
Suffice it to say I’m still waiting anxiously for a chance to throw away my computer -- and likewise, marketers are still waiting for mobile to become a genuinely important marketing channel. It’s not that they’re pessimistic: In fact, the marketers in our surveys rank mobile just a hair behind social media in terms of channels they think will grow in effectiveness over the coming years. But anticipation has never quite equaled reality -- and so most interactive marketers across the US and Europe continue to bide their time, waiting for a mobile marketing opportunity that’ll match the hype.
And that’s where mobile apps appear to come in. Few interactive marketing opportunities are more hyped than mobile apps, but in our search for a mobile marketing channel that really works we’ve lost sight of one crucial point: Marketers’ target audiences don’t care nearly as much about branded applications as the marketers themselves do. In fact: