Interactive Marketing Maturity Research

Sharvanboskirk
[Posted by Shar VanBoskirk]

I’m launching a quant study to fuel two pieces of research: 1) The first is focused on identifying the levels of maturity among interactive marketers across industries. When finished this report will define the different interactive marketing maturity levels, the characteristics of firms at each level, and also present a roadmap for growing from lower to higher levels of maturity; and 2) The Interactive Marketing Channels To Watch in 2008. This piece is an update to our annual study examining which interactive tools marketers are using, piloting or planning to pilot in 2008. We’d love your input on this study. If you or one of your colleagues is involved with interactive channels (e.g. email marketing, search marketing, display ads, social networking, blogs, widgets, mobile) we would love your input in our research. Take the survey here. We’ll send you a copy of the research when it becomes available. Thanks in advance for your contribution!

Comments

re: Interactive Marketing Maturity Research

WHAT THE CATERPILLAR CALLS THE END OF THE WORLD, GOD CALLS A BUTTERFLYIf you always think the way you’ve always thought, you’ll always get what you always got. The same old, same old ideas over and over again. The future belongs to those thinkers who embrace change, break new ground, forge new paths, and transform the way they think. Discover how to look at the same information as everyone else and see something different by using the creative thinking techniques and strategies that creative geniuses have used throughout history.Internationally acclaimed creativity expert Michael Michalko’s Thinkertoys: A Handbook of Creative Thinking Techniques have inspired business thinkers around the world to create the innovative ideas and creative strategies they need to achieve unimaginable success in today's changing business environment of complexity and uncertainty. Change the way you look at things and the things you look at change.[Available at www.amazon.com, Barnes & Noble, and most major bookstores. Visit www.creativethinking.net for more detailed information.]

re: Interactive Marketing Maturity Research

Shar,I took the survey -- thanks for inviting me. There seem to be some good questions with good underlying research hypotheses. But I've got to be honest: the survey is WAY to long with repetitive questions. As a guy with a deep mix of market research and b2b interactive marketing, the exhaustion I experienced midway through seriously began to bias my results. I got blurry-eyed and was tempted just to fill in answers for the sake of proceeding at a faster pace. We're in the age of bytes, and that goes for survey questionnaires as well. In surveying my own customers online, I generally make it a rule to max out my question number at 20, and keep total time commitment to under 10 minutes. Flow must be quick, easy and efficient -- especially when dealing with sophisticated respondents (or anyone, really). This would be a great topic for Forrester to cover: best hands-on practices in customer and market research. Because so much survey execution -- yours NOT included -- is nothing more than spam and negative advertising for companies' own brands. Companies need practical advice here, especially in this age of instantaneous online surveys.Cheers,Max

re: Interactive Marketing Maturity Research

Hi Max, Thank you for participating in our survey! I’ve recently taken over the management of our Interactive and Direct Marketing research panels, and really appreciate you making the time to provide feedback on top of taking the survey. We wrestled with the length issue trying to balance respondent fatigue with the need to gather data for several pieces of research. This was the big one for the year and future surveys will be much shorter. I will also be looking for ways to shorten these types of questions if we decide to ask them again next year.“[Offering] best hands-on practices in customer and market research” is an excellent report idea. Lead by analyst Brad Bortner, Forrester now writes to the Market Researcher role. I’ve passed your suggestion onto Brad and look forward to what may come of it.

re: Interactive Marketing Maturity Research

Cool. Thanks for the response. I'm not sure if you remember, but we met at your offices when you were supporting Peter Kim on the brand monitoring wave...I'm the former BuzzMetrics and Nielsen Online marketing guy. Now with Clickable. Cheers.Max

re: Interactive Marketing Maturity Research

Hmmm…..maybe this’ll help. I noticed a trend in mobile usage recently. I have two teenage children who use their mobiles as a networking tool, especially for music. My son was a part of this site called Mozes which sent him updates to his cellphone. A few months later, my office ran a mobile campaign in which they had this format where the participant could send in their votes and ask questions and reply to them. This was again by Mozes (www.mozes.com). Well, it’s more as to how the people are waking up to the concept of mobile marketing.The seminar went well by the way and the new format was a hit. Many people have signed up for updates. We will try this again.