Last week, Forrester published my research about how to deepen engagement engagement with programs focused on your best, most active customers. I think social software and activity will play a huge role here in 2010. Why? Because engaging business customers requires contact.
While attending Dreamforce last month, I took a walk around the show floor to see which firms were exhibiting. It wasn’t surprising to see a raft of new companies talking about sales-support additions to the AppExchange family with lead generation and pipeline health hot issues in this economy.
This is my first blog in 2010 but I cannot help reflecting about something that happened to me in 2009 - it left me thoughtful for most of the Christmas holiday which, for me as a European is over 2 weeks. In December I was discussing social media with 60-odd field marketing managers from around EMEA and we discussed customer reference programs and lead management among other things. While they clearly understood much of what I was saying to them, they equally clearly resented this one slide which is entitled: “The day in the life of modern marketer”.
Few consumer-facing product and service companies AREN'T working on their mobile strategy today. Everyone is thinking about how best to engage with their customers on their cell phones. And, can you even do NEW customer acquisition with teenagers or young adults without a mobile option?
Many mobile initiatives start without a plan or a strategy. They start with:
"Our CMO was observing his teenage daughter use her cell phone ...."
"Our competitors have an iPhone application. My boss told me to get one for us."
I get this question a lot from clients. I think it is a hard question to answer and will differ by person. I think I'm going to start a list of what does and what doesn't. Media companies and advertisers like to use SMS to cut through the clutter of Email inboxes and ensure the message is delivered "now."
Just after X-mas there were a lot of tweets about the news that Amazon.com had sold more ebooks at Christmas day than real books, as a result of the Kindle being the most gifted item in Amazon's history.
It's high time somebody said it. Sit through one too many CES keynotes, press conferences, or pitches, and you just might leave Las Vegas with the mistaken idea that 3DTV is going to be in all of our living rooms next year. ESPN and Discovery are committing to 3D cable and satellite channels, Sony is upgrading its PS3s to do 3D, and Taylor Swift's live performance opening night at CES was shown live in 3D (Right behind her, mind you. You had to put the glasses on in order to see Taylor Swift in 3D when she was, actually, in 3D already, right in front of the audience.)
Yesterday, Brad Holmes blogged about 2010 being the year where sales enablement moves from concept to reality. Yep, it's tempting to think that tech firms and their marketers have all been madly working to enable the sales organizations with fabulous sales-enabling digital media like video customer testimonials, blogs, tweets, Facebook pages, and, of course, the company Web site. But once in a while, you get reminded that some companies have a long way to go just to cover the basics, never mind get to what Brad called a "breakthrough."
The role of the CMO is changing from "head of marketing" to "corporate executive," but only when stars align in two ways. The first is when the CMO is a general manager with marketing expertise. The second is when the CEO declares marketing and the brand experience to be corporate objectives rather than execution against. In either case, the CMO recruited to this task must drive change across the organization, connecting the dots to achieve a coherent brand experience regardless of the point at which the customer interacts with the company.