Today marks the beginning of my 8th year at Forrester and my 4th year researching B2B marketing.
I’d like to use this anniversary to start a blog conversation about what I see happening in B2B marketing and to think about what’s next. And, frankly, I am concerned about the future of the business marketing profession.In particular, for those of us marketing high technology products and services.
With an economic crisis looming, marketers must find new means to cut costs and deliver returns. Many interactive marketing tools can actually provide cost-effective ways for firms to increase sales and deepen customer relationships.
I hope you will join me for a complimentary Webinar where we discuss how interactive marketing can help you battle budget cuts or slagging sales due to the slowing economy. In this Webinar, I'm planning to define how interactive marketing should be a mandate for all marketers to stay relevant to their end consumers. I'm also going to tackle why interactive marketing matters, how your firm should approach it and how Forrester can help you craft meaningful interactive marketing strategies.
Chang makes the point that social media need a more robust system of identity and reputation to support online interaction -- so that communities have ways to freeze out irresponsible and hateful individuals.
I think this is a particularly serious issue in countries like Korea and Japan. In these countries, where "real life" society is quite buttoned up, people turn to online forums to let off steam anonymously. For example, Japan's social networks (such as Mixi) tend to be anonymous and the most famous bulletin board, 2-channel is full of posts under the identity "No Name". Many Japanese people feel that this anonymity protects their privacy and liberates them to say what they really think.
I remember a conversation that I had a few months ago with a Japanese technology blogger who hides his "real life" identity. His technology blogging struck me as inoffensive (and brilliant), so I couldn't understand why he asks people to refrain from taking his photograph and why he dons a disguise before making a speech in public. (It sounds like a comedy about the mafia... right?) He told me that he feels a need to stay anonymous, even for his politically neutral blog.
I wonder if it will always be this way? I hope that more people in Japan will see the value of social media where online identities are associated with offline identities. That seems to be the surest way to ensure that people behave responsibly.
[On an unrelated note - I have heard that the email subscription software on this blog has been sending out multiple emails with the same information. I'm trying to get that fixed as soon as possible].
Reebok and its agency Carat shared the details of their "Run Easy" campaign -- a multichannel effort to create a movement in running.
The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors. Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning. Reebok also believed that to do this well, they needed to create a *movement* around running. It wouldn't work to try to motivate people around running just with a few outbound campaigns.
The approach: Creating a movement is different than creating a campaign. In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed. They seeded their market with the "run easy" idea in advance of a large media blitz. Then they used media to further interest in the idea and enroll people in the movement. And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.
From my perspective the primary lessons to take away from Reebok's effort, are:
Nick Johnson the VP of Multimedia Sales for NBC Universal shared some great data and lessons learned from NBC's "ownership" of the Beijing Olympics.
He called the Olympics a cultural phenomenon -- and for more reasons than their presence in China and all of the political hullaballoo that brought about. From a media perspective, the games brought about significant behavior change among American consumers:
76% stayed up late to watch events 48% changed their routine in order to watch events when they were on 36% delayed doing things in order to watch events
On top of the high volume of television watchers: 56 million unique users came to NBC's site to watch events, get content, see replays NBC saw 12.3 million video downloads, AND it saw 16.4 million unique mobile users
Johnson's conclusions from the research NBC conducted following the Olympics:
1) Television can still be king. The Olympics were hugely successful at driving a mass audience for NBC
My colleague, Jeremiah Owyang is coming to Japan so we're going to have an informal, no-host bloggers' dinner on Wednesday, October 22nd in Tokyo.
Jeremiah is a senior analyst at Forrester Research. He helps interactive marketers get to grips with Social computing, Social media measurement, Web marketing, and Interactive marketing. He also writes an excellent blog of his own - Web Strategy by Jeremiah.
Our plan for the evening is that Jeremiah will talk for about 20 minutes to share some insights on trends in social computing. And then we hope to have a stimulating discussion on any topics that interest us -- in other words, all things social. No sales pitches allowed!
If you want to attend, please contact Ritsuko Tague at firstname.lastname@example.org with your name, company name, email address and the URL of your blog by October 3rd.
<Bloggers' Dinner in Tokyo>
Date & Time : Wednesday, October 22nd, 19:00-21:00
Location: FUJIMAMAS, 6-3-2 Jingumae, Shibuya-ku, Tokyo MAP
Cost: 4,000JPY - includes an Asian Tapas buffet and free bar (nomihodai).
Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from one fire drill to the next, one meeting to another?
I'm just back from the Fourth Annual Cross Media Forum put on by BIMA, the Boston Interactive Media Association, a MITX organization. I thought the depth of content from the event was exceptional. It included:
If customers don't trust your company, it's bound to be bad for business. The FEER blog points to a noodle shop in Hong Kong, which is seeking to reassure customers by printing expiry dates on the noodles themselves.
But how does one deal with a collapse of trust in an entire country? Whenever a new scare threatens Chinese exports, we hear about new legislation, increased inspections, and draconian punishments. But it seems that the underlying problems are endemic and can't be easily rooted out.