Evolution of Marketing

I just read an interesting email newsletter from Forrester Research about the evolution of marketing. Historically, marketing was a one way street where companies pushed everything to consumers; this was done on and offline.  Now as the online experience evolves consumers and marketers begin to develope “relationships”.  These relationships grow as consumers actively engage with a companies brand .

As I can’t provide a link to the newsletter—here is a cut and paste of the content:

Direct marketers and market researchers unearth deep client needs. Leading direct marketers already combine Web clicks with purchase and loyalty data to unearth a consumer’s interaction with the brand. But BrandIntel went a step further and recorded the content that users generated and other consumers read. It could then analyze what its customers really wanted and why one production flopped — Snakes on a Plane — and another succeeded — Heroes. Direct marketers will also use this data to find brand ambassadors and pamper them.

eCommerce professionals drive online sales with personalization. More than a third of Web visitors will make a purchase after seeing a personalized recommendation. eCommerce professionals can boost online sales with one-to-one personalization, such as individual homepages at Amazon.com, or one-to-many personalization, such as Virgin’s mobile offers based on someone’s home address. These firms base personalization on engagement — how the consumer behaves on their site.

Customer experience professionals innovate the brand. Whirlpool observed people at home and used the results to develop a new sub-brand — Gladiator — with fridges for men in their garages. To meet these uncovered needs, customer experience professionals will develop a disruptive strategy, simplifying the interaction, amplifying the service elements, and repositioning the brand overall.

Interactive marketers drive a better online experience. With 80% of consumers visiting manufacturers’ sites to learn about products and services, a firm’s online presence is the ideal starting point for repositioning. Firms can improve their online engagement with their customers, inviting them to offer input for brand values and product strategies in an online community, as Lego and Dell have done.

Marketing leaders steer based on hard data. Measuring engagement will take the guesswork out of budget allocation.  Engagement can drive awareness, transactions, brand preference, and loyalty. But each of these objectives requires a different approach and investment in people, processes, and technology. Marketing leaders from firms like CompUSA and BMW prioritized one goal, chose a very specific set of tools and vendors, and successfully moved the needle on transactions and loyalty, respectively.

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3 Comments.

  1. Been reading for a while now. Just wanted to say good job.

    Chris Tackett

  2. Thank you Chris, Feedback and comments always welcome and appreciated!

  3. Thousands of business and web enthusiasts are taking the big risk and joining the exciting world of internet marketing.So people involving with this kind of market must do a online market research which can benefit their business.

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