So another entry to the buzzword bingo chart, Forrester Research have published a report under the heading ‘Ubiquitous Marketing’. Whilst it’s not quite James Lee Burke, it is nevertheless a good read… and plays well with Sandlines’ manifesto.
Taking an inevitable cue from Minority Report, this research identifies a few key trends that ring very true:
- consumers don’t much like – or trust – advertising
- marketers are finding it tougher to make advertising work
- people move about, and as they do, their needs change
Their conclusion? Marketing needs to be contextual, reciprocal and successive. In other words, we need to morph marketing broadcasts into something that looks more like a service: relevant and useful, building on previous exchanges.
Digital marketers who have embraced the concept of marketing as a conversation should rejoice: their stock will rise yet higher.
Consumers should, also, be happier – if it leads to fewer, more welcome marketing messages. Broadcast or ‘one size fits all’ marketing starts to look more and more like spam every day.
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