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.
No doubt many of you are already well aware of the ad-campaign-turned-terrorist-scare that rocked us in the city of Boston on January 30. I'm a little behind the 8-ball in writing up my thoughts about it. But since it is still coming up -- both in our team conversations here, and out in the world at large -- I thought it would be worth talking about, even a few weeks after the fact.
The redux of what happened:
In an attempt to promote its Cartoon Network show "Aqua Teen Hunger Force," Turner Broadcasting positioned LED displays of one of the show's characters around significant city structures, including bridges and i-93, Boston's central artery. (See images of the devices here).
The question we've been debating internally, is: Was this good marketing?
In the name of “humanizing the digital experience” – the theme from Forrester’s 2006 Consumer Forum -- we’ve decided to try a new way to deliver you relevant research content to make you more successful in your job: Forrester Podcasts!
Our first installment of podcasts focuses on interactive marketing including: mobile marketing, social computing, consumer generated content, word of mouth marketing. And it includes a conversation with Pete Kim about his big idea for re-inventing the marketing organization, and the work I have in progress about the interactive marketing organization. Our podcasts also sample some great Forrester and industry presentations from our Consumer Forum featuring Jim Skinner the CEO of McDonalds, Michelle Peluso, President and CEO of Travelocity, and Jeff Hicks the CEO and Partner of agency giant Crispin Porter & Bogusky among others.