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Campaign management tools will have to evolve quickly, because the marketing landscape is continuing to change. Channels are exploding and consumers are leading the way. It’s a tough environment for today’s marketers
At the end of 2009, Forrester Research conducted lab-based evaluations of more than 80 vendors and users of campaign management systems.* They found that “Changing consumer behavior and the overall ineffectiveness of traditional marketing programs ensure that basic campaign management tools are set to go the way of the dodo.” Instead, marketers want technologies that support multichannel campaigns.
Marketers have been busy shifting away from traditional programs such as mass advertising, direct mail and telemarketing, and this trend is projected to continue in 2010.
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Louis Gray wrote "With the many different places demanding our time, I’ve long held to the belief that blogging is the foundation in a world of streams. If forced, I would keep the blog going and dump all my social media accounts, because the blog is a history and it is me, even if I write often about others. This is a searchable, indexable, discoverable entity with longform, permanent content, not an ephemeral short-time share that adds to the minute or the hour, but not much longer. I have embraced all the other networks, and will embrace many more, because they can be valuable tools, and that’s where real communities are thriving, but the millions of shares pouring into the largest networks are usually air. "
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Arik Hansen writes "With so many experts, gurus and “mavens” (that’s my favorite, by far) telling people how they should and shouldn’t build engaged communities online, I think it’s funny we often forget that solid external communities often start right within our organization’s four walls.
Yes, simple corporate communications strategies and tactics can go a long ways toward building the external-facing communities companies crave right now."
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