Blog categorized as Advertising

Peter Kim of Forrester has written a thought-provoking article on the future of the advertising agency. The report argues that consumers now rely less and less on marketing messages when in buying mode. Instead they seek guidance from family, friends and others in their respective communities to gui...

I was reflecting over the weekend about Forrester's Social Technographics Ladder of Participation. While it was focussed on emerging social technologies, I felt there were some trends, learnings and practices that can be applied from here to refresh marketing thinking, practices, evolving needs to e...

David Baker provides some interesting insights on customer lifecycle. I quite like the idea of identifying "switch points" when a customer is likely to switch to another product/brand or is ready to move to a product in the higher tier. The key question to me though is the ability of compa...

We are coming to the end of 2007 and dawn of another new year. It's time for predictions again, I presume! Chief Marketer has some predictions:

1. There will be an ongoing emphasis on “engagement” measures.This is getting harder and harder to measure using models that had already lost their efficacy in ...

If you are obsessed with customer-centricity in your organization, it make sense to have some icons that serves as a benchmark for the organization to emulate and live-up to. CRM Buyer has an interesting article on how Lands' End did it:

Motivation can take many forms. At Lands' End these days, it ha...

I have been posting a lot of thoughts on the future of marketing and how it's changing dramatically. Here's one more perspective from Idris Mootee. He has an interesting presentation on this topic which brings to life the challenges that lies ahead for CEOs, CMOs and their communication partners.Tak...

Bruce Temkin writes about the recently released Customer experience rankings by Forrester:

#1 ranking inForrester’s 2007 Customer Experience Index (CxPi)…

The 2007 CxPi ranks 112 firms across 9 industries: Banks, Credit Card Providers, Health Plans, Insurance Firms, Internet Service Providers, I...

Procter & Gamble has launched a portal for pet lovers - petside.com. According to NY Times:

...Web portal that looks something like a Yahoo or AOL for pet owners, with a bit of Facebook and MySpace thrown in.The site, Petside.com, offers a full menu of information about dogs and cats, from the se...

In s+b magazine, James Gilmore and Joseph Pine II write that:

Companies in consumer and business markets now pay more and more to reach fewer and fewer households and executive decision makers.

What companies need, therefore, is a new approach to demand creation that actually enables — make that forc...

Forrester has some interesting insights on the growing importance of social value in determining customer value:

• As marketers, we find ourselves relying more and more on consumers to impact others in their purchase decisions.  Evaluating customers based only on their business or financial value ...