Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

What Media Trends Matter to Direct Marketers? 3 Questions With Forrester's Robert Brosnan

August 1, 2012 By Thorin McGee
Get the Flash Player to see this rotator.
 

Note: Robert Brosnan will be the keynote speaker at the Integrated Marketing Virtual Conference 2012 on Aug. 16. To hear more of his insights into multichannel marketing in today's media environment register today for free!

Robert Brosnan is Forrester Research's senior analyst serving customer intelligence professionals. His research credits include "Campaign Management Customers Get Personal"; "The Forrester Wave: Cross-Channel Campaign Management, Q1 2012"; "3 Approaches to Marketing Technology"; "The State Of MRM In 2011" and "How Listening Informs Campaign Management." We had a chance to ask him a few questions about direct marketing in today's evolving media landscape during preparation for the Integrated Marketing Virtual Conference 2012:

Target Marketing: What media usage trends are going to be the most important to marketers?
Robert Brosnan: The first trend to watch is a meta-trend: that consumers are increasingly always addressable. The always addressable consumer is someone who owns and uses at least three connected devices, goes online multiple times per day, and connects from at least three physical locations—like home, work or school. Second, consumers increasingly engage with digital media well before and after the point of purchase. And third, consumers are rapidly adopting mobile devices and social media to conduct product research, engage with brands, and share their experiences in non-traditional contexts.

In the end, the only sustainable source of competitive advantage is to build relationships with customers, in part, through capturing, analyzing and acting on insights from customer data.

TM: How should marketers approach the current media environment?
RB: Today's marketers literally can't afford to focus on acquisition to the exclusion of other methods of engagement. While spending on display and search dwarfs email, mobile, and social, the return on investment (ROI) is flipped. And not only can marketers deliver much higher incremental revenue from shifting spend to this type of engagement media, they can also deliver on other corporate goals, such as improving customer experience and satisfaction.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MOBILE >>

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: