Marketers Should Cut Ad Budgets To Thrive In The Age Of The Customer

Shar VanBoskirk

At least once a week I get a client inquiry wondering what is "the next big thing in interactive marketing," seeking to identify what will out-tweet Twitter or out Goog Google.  Well, in his new report, Competitive Strategy In The Age Of The Customer, my colleague Josh Bernoff articulates what is next for all businesses: A disruptive shift, where the power of customers means that firms must focus on the customer now more than any other strategic imperative.  In fact, the only source of competitive advantage is the one that can survive technology-fueled disruption — an obsession with understanding, delighting, connecting with, and serving customers. In this age, companies that thrive, like Best Buy, IBM, and Amazon, are those that tilt their budgets toward customer knowledge and relationships.

See Josh's post Welcome To The Age Of The Customer: Invest Accordingly for detail on how the Age of the Customer disrupts established competitive strategy.

The zinger in this report for interactive marketers is to: Prioritize word of mouth over mouthing off. Cut your ad budget by at least 10%, and spend the money on connections that have a multiplier effect like social, devices, and content. Ads are far more effective when customers are primed to believe them.

This means that interactive marketing of the future is really focused on interactivity -- not just on pushing out marketing messages through digital channels.  Three ways to get started creating more interactive marketing relationships:

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Is This The Year You "Go Mobile" With Your Brand Or Sales Channels?

David Cooperstein

Forrester is launching a new survey to find out how marketing leaders like you integrate the mobile channel into their marketing strategy.

Planning and organizing for the use of mobile technologies is a complex task. Some players are laggards. Some don’t think of the mobile channel as a priority. On the other hand, others are clearly ahead of the curve. Yet, the one question we consistently get is: “How does my organization compare with others in the integration of the mobile channel?”

We will try to answer that question with this ongoing Mobile Maturity Survey and more specifically how marketing leaders:

  • Coordinate the mobile channel with other existing channels.
  • Measure the impact of the mobile channel.
  • Plan to spend in the mobile channel in 2011.

Here’s how you can help:

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The Ultimate Grocery Shopping App?

Nigel Fenwick

Apple iPadGeorge Colony nailed it when he wrote “the iPad signals the future of software”. So where do smart-device app’s go from here? Basically, any application that focuses on saving people time is likely to be a winner but the biggest game changer will come when consumers start to benefit from customized services that save time and money while increasing brand loyalty. For example, here’s a glimpse into how we might see applications for our phones and tablets evolve to make food shopping and preparing meals at home easier…

Let’s imagine the future of a typical suburban home. In our future world we’ll follow Mr. and Mrs. Smith, working parents with little time to spare.

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