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Marketing Voices features the fresh perspectives of innovative marketing leaders examining, among other topics, how social media tools such as wikis, blogs, podcasts, and online videos are changing marketing throughout the world.
This week on Marketing Voices: Steve King, Senior Advisor of Institute for the Future, an independent nonprofit research group that works with organizations of all kinds to help them make better, more informed decisions about the future. ITF provides the foresight to create insights that lead to action. King discusses the impact of social media tools on marketing with Jennifer Jones. King also describes what and how large and small companies are using these tools. At the end of the podcast, King states what company he believes is the best marketed company today.
I’ve been listening to Podtech ever since Jon started it, first heard about his launch via Always-On. Glad to see the site or growing podcast empire (given the VC money) is thriving and growing in new directions, like the marketing Voices podcast.
I enjoyed the show w/ Steve King; many of his comments on new media and on blogging sounded close to what Scoble and Israel described in Naked Conversations (a must read). Specifically, the common pushbacks about not having enough time and the response being that if you want to ignore your customer’s voice, then go right ahead. Otherwise, it’s do or die so remove some of the old media work from your plate and embrace the new media work.
My one real comment is on the available metrics for measuring the ROI of new media initiatives. I agree that you have to use a little faith but I think the forward-thinking corporations that Steve mentioned as “getting it” are developing new metrics and process to measure marketing campaigns’ effectiveness.
From the senior exec perspective, the future of marcomm & advertising is analytics that give you true insight into what consumers think about your products. As Steve noted, P&G is the best at truly researching it customer’s habits and then producing products that meet their needs or desires.
Keep up the good work. Thanks.