Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing. Specifically, he mentioned marketers must acknowledge the shift to "The age of influence marketing" by embracing two new channels:
1) The Channel of Me and 2) The Channel of Us
Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.
Greetings from Forrester's EMEA consumer and finance forums in Barcelona! We've just finished the first two speakers of the event: Forrester's VP and Research Director, Jaap Favier and Wunderman's Chief Marketing Technologist Officer, Mark Taylor.
The presentations were an excellent introductions to the themes for both the consumer and the finance tracks: Share Your Brand (for the consumer track) and Beating the Competition With Superior Customer Experience (for the financial track).
Jaap had a few particular soundbites which I thought really crystalized the current state of marketers today, and also the changes they need to make in order to accommodate the growing influence of user generated content and virtual communities.
Irving Wladawsky-Berger, Chairman Emeritus, IBM Academy of Technology, was speaking from experience this morning during his interview by Wall Street Journal Columnist Walt Mossberg at the BIF-3 collaborative innovation summit. By a near-death experience, Wladawsky-Berger was referring to what IBM went through when Bill Gates founded Microsoft and the PC took off. Another example interviewer Mossberg raised during the conversation was Apple, which was in terrible financial straits in the mid 90s and has risen from the ashes to become today’s darling in the consumer electronics and digital music markets. Wladawsky-Berger said that near-death experiences open up the mind to new experiences – they “clean the brain.” These experiences force people to think in new ways and look for new opportunities. For IBM, the Internet became the lifeboat and the company clutched onto it. Later came Linux and other technologies.