For a new report I'm writing I'm looking into knowledge management and what this means for Market Research. Currently, in most market research department each survey is a standalone project and it's close to non-existent that results are analyzed across surveys or data sources for gathering insights and trends. On the other side of the house there are colleagues analyzing web statistics, DM and email marketing data, brand trackers, and CRM outcomes.
However, this set-up will no longer be acceptable in the future. Consumers connect with companies through different channels and leave their feedback about the company in different places. They expect companies to understand that and they dont want to be asked about things they already shared.
On 9/9/09 Salesforce.com announced the launch of Service Cloud 2, a new set of three collaborative offerings: Salesforce Knowledge, Salesforce Answers and Salesforce for Twitter.
With Salesforce Knowledge companies can share data in the Service Cloud, Salesforce Answers enables companies to create communities to capture knowledge and Salesforce for Twitter allows companies to screen and participate in the 45mio user Twitter community directly from the service cloud.
If you're a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you're not using social media or influence marketing, it's time to reevaluate your strategy. Our new report, Brands Should Reach Gen Xers Through Word Of Mouth, sheds some new light on these consumers and their use of social technologies.
Chances are you've seen an online video contest lately. In fact,
you've probably seen a lot of them: more than 20% of interactive
marketers -- including category leaders like P&G, Nike, Coca-Cola
and Sony -- tell Forrester they've run campaigns asking users to submit
online content in the past year. I've been collecting a list of dozens
of great video contests, and one contest clearinghouse site says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.
I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.
You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:
This research will certainly help marketers plan their channel strategies.
During my presentation at Forrester's Marketing Forum on April 23, I previewed Forrester's latest forecast of interactive marketing spend. We expect marketer spend on display media, search, email, mobile and social media to reach nearly $55 billion by 2014.
Last week, Jeremiah Owyang, an analyst on the Interactive Marketing team that I manage, caught flak for comments that he made on his personal blog about the community vendor Mzinga. As you might expect, we both have been communicating with Mzinga's Chairman Barry Libert and other members of his team. At the same time, Jeremiah has been reflecting on the conversation begun by the post. So have I.
The results are in. And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity. Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!