Over the past 2 weeks, we have seen a lot of buzz from a HBR blog post written by Bill Lee. The title, "Marketing Is Dead" continues to get Bill's blog post quite a bit of mileage and even today, there is still much heated debate over the article's intent.
The fact is, I agree with many of the points Bill makes in his post...except for the title. A more accurate title would be"Traditional Marketing Is Dead In The Social And Digital Age", but the marketer (and analyst) in me always appreciates the impact of a bold and controversial statement! Here's my take on the points Bill makes in his post:
- Traditional marketing tactics are having less relevance in an age where buyers lead the journey and increasingly tap into online resources and social networks for information. Yes, marketers face the difficult challenge of competing for their buyers' attention in a crowded and noisy online environment. Traditional tactics may have less influence on buyers in social networks, however they should not be abandoned! Our research shows that buyers are still influenced by traditional tactics like physical events and even printed content. Successful companies use an effective mix of complementary traditional and social tactics.
A few years ago, a barrister told me a story about an open-and-shut court case involving a burglar caught red-handed by police as he was carrying a television through the window of a house he'd just broken into. After the evidence had been presented, the jury made a request - would the prosecution present the forensic evidence they'd taken from the scene tying the burglar to the crime? "It's the CSI effect," the barrister lamented. You see, the general populace has watched a lot of crime shows on TV and now think they're experts in how and when legal evidence should be gathered and presented.
When it comes to health and well-being, there's something even bigger than a top-rated TV show influencing consumers - the Google effect. We all turn to the Web at the first sign of a cough and are happily diagnosing or researching our ailments daily. There's even a word for people who diagnose themselves mistakenly from the Web: "cyberchondriacs."
As the classic connected "Gen Xer," I'm constantly Googling symptoms and cures when I'm unwell. So despite my previously limited knowledge of marketing healthcare, I sought to answer these questions: Just how big is the digital opportunity for healthcare brands, and what are brands doing to take advantage?
While it has been covered in many other places across the Web (start with Marco Arment, then Ben Brooks), Twitter’s API changes today should worry any social marketers who use tools and technologies that interact with Twitter.
In Twitter’s announcement, they state that they are not going to penalize “Enterprise Clients” and vendors of “Social Analytics” — every quadrant but the top right of their visualization, below. However, Twitter did not clearly delineate lines between what is and is not acceptable. To continue to grow, Twitter needs to encourage a robust and healthy ecosystem, which supports both marketers and users. In order to do that, Twitter must provide much clearer guidance about the long-term stability of its APIs and its support for businesses built on top of their data. If this requires announcements of additional fees for data usage, that will be fine as long as the rules of the road are clearly laid out.
Until Twitter does so, I expect the volume of new enterprise-ready startups centered on Twitter to reduce, and existing vendors will increase their focus on other platforms and communities as CEOs and boards of directors try to reduce their risk and exposure to future changes by Twitter.
Yesterday, I spent a good portion of the day with a Bay Area community platform vendor's exec and management team. We discussed the current and future state of online communities, spoke about market growth and B2B marketing trends. It was a passionate, energetic discussion...one of those rare moments when everyone at the table realizes that we all on the same page, each of us "preaching to the choir" about the incredible opportunities that online communities offer to companies across all industries. Opportunities that many B2B marketers miss.
Well, the time has come for all of you to take advantage of these opportunities. Our Forrester research team has been quite busy over the last 2 months, working on a B2B Online Community Playbook that will provide you with all the research, tools, assessments and guides to help you plan and execute your online community. One of the critical reports in our playbook (what I like to refer to as the "heart" of the playbook) is now available, and provides you with 4 unique community strategies and a simple framework, called "CLICK", for building them:
Today, at long last, we published our report officially introducing the always addressable customer, though I (andothers) have been talking about it for a while now. Just to refresh your memory, always addressable customers are people who own and use at least three web-connected devices, go online multiple times per day, and go online from multiple physical locations — and it's already 38% of US online adults.
This report was a true collaboration among many people on the Interactive Marketing research team, including Lizzie Komar, who was a pretty new Research Associate at the start of our journey, and who shares her thoughts about the report and its findings in the following guest post:
Forrester estimates that close to 100 million Near Field Communication (NFC) devices will ship in 2012. As it finally moves past the chicken-or-egg stalemate of the past five years, contactless technology is once again causing buzz in the mobile world. The 2012 London Olympics will be a showcase and marketing catalyst for NFC services. Will NFC join the cemetery of overhyped telecom acronyms, like DVB-H, or will it scale to enable new product experiences? We expect NFC usage to remain niche in 2012 and even 2013. However, moving forward, NFC will be embedded in most smartphones — and in a greater range of connected devices — enabling many more use cases than just contactless payments.
NFC Is Emerging As The Global Mobile Contactless Standard
With 100 million NFC mobile devices expected to ship globally by the end of 2012 and a growing NFC infrastructure, NFC is emerging as the standard for contactless solutions across the world. Pioneering countries include South Korea, Poland, Turkey, the UK, the US and to a lesser extent France.
Expectations For The Uptake Of Mobile Contactless Payments Are Too High
Turning adoption into mass-market usage among consumers will require not only a lot of market education but also, more importantly, the construction of a value proposition for consumers and merchants that goes well beyond convenience and speed to adding value to the entire commerce process. My colleague Denée Carrington has just published a report on this topic: “Why The Digital Wallet Wars Matter.”
NFC Will Open Up Many Other New Product And Service Experiences
One of the most popular questions clients ask me is, “When will tablets be used for productivity, rather than just consumption?” My answer: They already are, but in different ways than we have come to expect from the PC era. As I discuss in a new Forrester report, tablets, smartphones, and future devices like wearables are tools of a new era of post-PC productivity.
Combining the native capabilities of post-PC devices with cloud connectivity yields powerful new productivity scenarios that weren’t available in the PC era, such as:
On-screen, in-person presentations. With a laptop, the screen is a wall that divides participants; tablets enable participants to share a screen, and their lightweight, instant-on form factor makes spontaneous presentations using apps like Slideshark possible in hallways or trade show floors — not just conference rooms.
Scanning, processing, and sharing from a single, portable device. The combination of a high-quality camera combined with the ability to annotate and share documents condenses document workflow, using apps like DocScanner and PaperPort by Nuance Communications.
Remote, anywhere document access, editing, and sync. Before its acquisition by Google, Quickoffice generated $30 million in revenue in 2011 with products that allow users to remotely access, search, edit, sync, and share documents across devices, platforms, and cloud services.