Last week, I shared some thoughts on the next decade of social media at the 2015 Cannes Lions festival. The key points are highlighted in this Guardian article: Gone Shoppable Snackable Automated Connective Filtered Integrated Chinese Subcutaneous Empowering More coverage of the talk is available in these write-ups: “Ten social media trends that will shape marketing over the …
Category Archives: Advertising
The Connected Agency
Forrester published a piece yesterday that takes a hard look at the future of advertising agencies. It’s what used to be called, in Forrester parlance, a "Big Idea," i.e. a concept not necessarily in practice today, but best practices looking 5 to 10 years out and beyond. (The first Big Idea I wrote was called …
Consumers Don’t Trust Advertising
Max Kalehoff points out a Nielsen Buzzmetrics brand association map outlining terms associated with advertising in blog chatter. The "inner circle" represents most frequent terms, grouped into four categories: Media: commercials, ads (makes sense) Stakeholders: marketers (naturally) Campaigns: dollars, revenue (ok…) Negative associations: false, misleading (uh oh) This mirrors Forrester’s data that only 6% of …
Some thoughts on time spent vs. page views
As you probably know, last week Nielsen//NetRatings added "total minutes" and "total sessions" to their site measurement. But reports of the page view’s demise are greatly exaggerated. Or at least they should be. Here are two reasons why: 1. Critics claim that sites are designed to goose page views, adding extraneous clicks on the way …
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My panel at ARF re:think
I had a short panel discussion at the ARF’s re:think conference on the gap between marketers and agencies. This being a research conference, I expected questions regarding research methodology. Fair enough. The research clearly got some audience members feeling defensive – one exchange went like this: Audience member: "What’s the purpose of advertising?"Me: "Is this …
Help Wanted: 21st Century Agency
I recently published a research piece on advertising agencies the marketers that hire them, called Help Wanted: 21st Century Agency. Agencies – your clients need you now more than ever. Technology change has driven consumer behavior to somewhere it’s never been before. Marketers – most of you agree that agencies aren’t ready for the change …
Consumers Love To Hate Advertising
I published a new research piece last week called "Consumers Love To Hate Advertising." At first glance, this seems like a big "duh." However, the research uncovers some deeper insights. Forrester has tracked consumer attitudes toward advertising since September 2002. Things look grim, fsho. However, consumers aren’t just whining about ads anymore – they’re taking …
Reinventing The Agency Relationship
The followup piece to my Reinventing the Marketing Organization piece is going to focus on reinventing the agency relationship. Why is this necessary? Because Forrester researches technology and technology is the primary catalyst driving change in consumer behavior and marketing strategy today. Case in point: someone at BBDO has just discovered Gillette’s No Scruf microsite. …
CNN: Welcome To The Future
One of the great things about being a Forrester analyst is the opportunity to share thoughts on my coverage area with the media. Recently, I spoke with CNN about TV advertising for a piece in their "Welcome To The Future" series. You can see the video segment here or on this page (click the Interest …
Snakes On A Plane – MSM vs. CGM
Last night during ESPN’s Home Run Derby, I noticed two advertisers. One was hard to miss – Century 21, the sponsor of the event. I guess the word "Home" creates a natural tie-in, if not in meaning then in pronunciation. The other was during a 30-second spot: for Snakes On A Plane. This was the …