August 31, 2009
Forrester Report Reinforces Conversation-Centric Model
On August 24th, Forrester released a new report titled, “The Media Meltdown Makes Integrated Marketing An Imperative.” The report provides strong support for Media Logic’s own Conversation-Centric Marketing model.
At the core of Media Logic’s CCM model and Forrester’s report is that the social media revolution hasn’t simply added another media channel to the mix, it has forever changed the marketing world. Marketers now have more communication channels at their disposal than ever before, but looking at this arsenal as parts and pieces instead of a whole can lead to ineffective and costly results.
An excerpt from the Forrester report states:
“Marketing leaders must work with their teams, agencies, and media partners to update their vision of integrated marketing in order to counter the effects of the meltdown and to harness social media. Tomorrow’s integrated marketing blends multichannel branded content with social media and strives to create a media analysis feedback infrastructure to enable message and media tuning on the fly.”
We would take it a step further. Not only will a fully integrated approach provide consumer data that will inform campaign refinements in real-time, a conversation-centric approach will also help our clients to:
- Get into the conversation and generate demand
- Excite and engage high lifetime value prospects
- Capture and move leads from cold to hot to closed
Our goal as marketers has always been (and always will be) to facilitate and drive human connections. The difference today is that people can connect easier and quicker than ever before. A single anonymous voice can now swell into a community, either positively or negatively, overnight. A unified marketing strategy is our only tool to squelch outcry or leverage the palatable energy.
Posted in Lead Capture and Nurturing, Social Marketing