In an increasingly complex world of demographic, psychographic and ethnographic research, it’s no longer safe to assume that companies actually know their customers. Harnessing the power of persona or a representative profile, which summarizes a key demographic target is a powerful means of figuring out the customer today. Mark Kingdon, formerly CEO of Organic, a digital marketing agency, spoke with Jennifer Jones at the Forrester Marketing Conference in Los Angeles in mid-April 2008 about personas and other key marketing trends today. Kingdon is now CEO of Second Life.
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Mark Kingdon: Former Organic CEO on the Power of Persona
Published by May 26th, 2008 in Marketing Voices. 0 CommentsBrand Engagement: Latest Insights From Forrester’s Brian Haven
Published by May 13th, 2008 in Marketing Voices. 0 CommentsBrian Haven, Senior Analyst at Forrester Research talks to Marketing Voices at the Forrester Marketing Forum in Los Angeles about the latest thinking about brand engagement today. Haven tells Jennifer Jones that although social marketing is taking off and many corporations are engaging in conversations with their customers, the science of brand engagement is far from complete. Haven mentions Nike and its use of social marketing as one fine standout example today.
Using Design To Create Customer’s Experience On The Web
Published by April 28th, 2008 in Marketing Voices. 0 CommentsMarketers are looking for a way to make the customer’s online experience better. Kerry Bodine, principal analyst of Forrester gets just how to do that. She explores how user-centered design processes, design-centric corporate cultures, and organizational structure contribute to the creation and sustainability of superior customer experiences. Marketing Voices spoke to Kerry at the Forrester Marketing Forum in early April about her perspective.
Charlene Li and Josh Bernoff Launch Groundswell: Book on Social Computing
Published by April 24th, 2008 in Marketing Voices. 0 CommentsGroundswell guides companies to a winning perspective on social media and marketing. The co-authors Charlene Li and Josh Bernoff spoke with Marketing Voices about some of the companies they think are getting it right. (It’s worth hearing what they have to say about Ernst & Young, for example.).
Emmanuel Brown of Nike Jordan brand talks about their social marketing programs
Published by April 15th, 2008 in Marketing Voices. 0 CommentsEmmanuel Brown knows how to engage his customers. As director for digital and content for Nike’s Jordan brand, he knows his customers inside-and-out and has been widely successful launching innovative, digitally-driven programs such as Jordan Breakfast Club. Talking to him at the Forrester Marketing Forum in Los Angeles, Jennifer Jones hears how he implemented these programs.
Economists are hinting if not insisting that the U.S. is in a recession. Most often marketers are hit hard by a recession, as they and their budgets are the first to get cut. Forrester’s Josh Bernoff gives tips on how marketers should be thinking about social media now and what to do given this environment. Bernoff also talks about his upcoming book on social marketing and media: Groundswell that he is co-authoring with Forrester’s Charlene Li. He spoke with Jennifer Jones for this Marketing Voices podcast.
ALLTOP: Guy Kawasaki’s Newest Venture In Social Media
Published by March 3rd, 2008 in Marketing Voices. ClosedGuy Kawasaki uses his marketing flair to launch his newest site, ALLTOP. Leading with the egos site which contains the top tech blog feeds, Kawasaki talks how he leveraged the egos focus to drive traffic to Alltop. Kawasaki also metaphorically jousts with Forrester Analyst, Jeremiah Owyang as the young samurai.
Microblogging is a social media tool that allows users to send brief updates to public and private networks. Peter Kim, Senior Analyst of Forrester Research tells how marketers are using the medium today and what best practices are for its use. Kim reports that there really are no rules for use of Twitter and that marketers should be enormously creative when devising a social media strategy to use microblogging. Kim’s Forrester report is available at:
www.forrester.com/marketingvoices.
Kim’s blog is:
ww.beingpeterkim.com
Facebook Is The Future: Jeremiah, Forrester Analyst
Published by September 24th, 2007 in Marketing Voices. 4 CommentsFacebook is the future. This is according to many analysts and Web experts. Jeremiah Owyang, an analyst with Forrester Research, believes in the power of Facebook. Jeremiah tells Marketing Voices’ Jennifer Jones how the site works, and how communities are forming there. Marketers need to understand the opportunities that are ripe on Facebook, and to embrace and extend their network through the site.
Social Networking is Like Air Says Market Guru Charlene Li
Published by April 15th, 2007 in Marketing Voices. 3 CommentsDownload MP4
Forrester Research’s Vice President and Principal Analyst Charlene Li believes that social networking is becoming so important that it is like air, it is everywhere. In a videopodcast with Marketing Voices, Jennifer Jones, Li says that companies who don’t embrace social networking will lose their competitive edge. Li describes how GM is a leader in social media and how Google and Apple fit into the social media environment. Li also talks to Jones about her upcoming book, Groundswell.
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