Wow. I am overwhelmed by the response I received from my first post on this subject. Looks like I hit a nerve and inspired some great commentary. In particular, I'd like to call attention to the thoughful response from Arthur Einstein, who is the VP of Marketing at Loyalty Builders. I wanted to comment briefly on what I am hearing from all of you so far. To avoid obsolescence, readers believe B2B marketers must focus on:
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.
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
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:
In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. In fact, 88% said Web sites were important in helping them decide what to buy. However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity.
Last Wednesday, Dan Klein — who heads up tech industry consulting here at Forrester — joined me on a teleconference to talk about how B2B marketers should “Define Your B2B Social Media Strategy.” Web 2.0 marketing is a subject of great interest to business marketers as almost 700 signed up for the Webinar, just over 300 attended, and 120 participated in a pre-show survey. The vast majority of the invitations went out to Forrester clients and, judging by the list of attendees, the participation ranged from large tech firms to small business services providers. Folks from software, hardware, telecom, agencies, start ups, database marketing, and media were present.
What did we learn from this interactive session? Here are a few highlights: