Interesting. There is a post at the „social media today“ blog that states that conversational marketing will outpace traditional marketing by the year 2012. The main obstacles at the moment seem to be:
â€œManpower restraintsâ€ – 51.1%
â€œFear of loss of controlâ€ – 46.9%
â€œInadequate metricsâ€ – 45.4%
â€œCulture of their organizationsâ€ – 43.5%
â€œDifficulty with internal sell-throughâ€ – 35.8%
The second point should be easier to manage, once the first point has been solved. But that needs success on point 5, which depends on point 3, because point 4 necessitates success on point 3. Confusing? Yes. But doable. And very necessary.
Robert Passikoff writes about seven brand and marketing trends for 2007
He starts of with a nice quote:
Nobel Prize winner Niels Bohr once noted that â€œprediction is very difficult, especially about the future,â€?
And then continues pitching his company USP:
but then he didnâ€™t have access to predictive loyalty metrics. Happily, we at Brand Keys do.
The 7 trends are (*drumroll here*):
- An ongoing emphasis on â€œengagement.â€?
- More reliance on consumer-generated content.
- More, more branded entertainment.
- Media planning will become more â€œtouch pointâ€? focused.
- Using technology and engagement to better communicate with consumer expectations.
- Expanding the potential of Websites, blogs, and the digital world.
- Innovation and loyalty will matter more.
Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.