iPhones, DVRs, and navigation guides are thought of as devices for the early adopter. Or at least they used to be. Forrester released the results of its latest annual Consumer Benchmark Data Overview Report, which concludes that the use of digital devices has become a mainstream part of every day life. This finding, which is critical to how companies plan their product and marketing plans for the coming year, holds significant power in terms of where marketers spend their money during the rest of 2009 and into 2010.
This morning my first new document at Forrester went live since 2002. I remember the thrill of having a whole new set of things to talk about at business meetings when those reports came out. Having shed my history as a Telecom and Retail expert, I am now more firmly focused on the issues that face Marketing Leaders, as they try to marry traditional and interactive marketing efforts.
This first report is a quick study on how low consideration brands, like soap, snacks, and sinus meds can be relevant online with some case studies from brands -- like Suave and SunChips
Last week I was treated to sit in on a major agency pow-wowhosted by The Advertising Club and sponsored by ad exchange ADSDAQ, to address the latest trend in media buying science: Agency Demand Platforms. Each of the four major holding companies, represented by WPP's MediaCom, Omnicom Digital, Publicis' VivaKi and IPG's Cadreon – sent a senior representative from their media business to talk about the move into managing online buys through the construction of demand management platforms to manage online display inventory. The panel was hosted by none other than “the Wenda” who examined the issue of Art vs.
This is my first blog post as a Principal Analyst at Forrester, but not my first time writing for the company. When I left Forrester in 2002, blogs were just getting on the radar, Facebook was still based in Cambridge (and you needed a .edu email) and Interactive Marketing, eCommerce and Broadband were dirty words as the Internet Economy was in mid-January of a nuclear winter. My cell phone at the time was a pre-RAZR with limited internet access, and Apple had not yet introduced OSX. They were grim times.