I’ve got some thoughts. But my colleague Shar VanBoskirk is currently fielding a survey of interactive marketers and will write a piece of research in Q4 on this topic. To contribute your experience and receive a copy of the completed research findings (whether a Forrester client or not), follow this link:http://www.gmi-mr.com/survey/s.phtml?sn=56456
Author Archives: Peter Kim
Forrester’s Q3 2006 Brand Monitoring Wave is now live
I began working on the brand monitoring Wave in May and wrapped up the research with publication of the documents today. More on the process and a pretty picture of the results on the Forrester Marketing blog. More on the personal side of the process here. The Wave is a quite intensive piece of research. …
Continue reading “Forrester’s Q3 2006 Brand Monitoring Wave is now live”
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 …
Reinventing the Marketing Organization
Late last week, I published my biggest piece of research yet at Forrester, called “Reinventing The Marketing Organization.” Here’s the executive summary: Today’s marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don’t influence a critical customer interaction like customer service, and 85% …
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 …
Regarding WOM on NPR
A great aspect of working at Forrester is the opportunity to share viewpoints from our research with the media. I recently had a conversation with Wendy Kaufman of NPR regarding word-of-mouth marketing and the piece aired last week. The except from npr.org on the piece: Word-of-Mouth ‘Buzz Agents’ Spread the Hype Day to Day, April …
How I learned to love the blog
Just for the record, I want to close the loop on the topic that shoved me into the blogosphere back in 2003. One Monday morning, I go into work and there’s a buzz – people are definitely freaking out about something but don’t want to tell anyone. By the end of the day, I hear …
Welcome
Hello and welcome! It’s most likely that you’ve stumbled across this blog by accident and I don’t blame you. So here’s what’s behind the name. I grew up in Atlanta and back in the day, Koreans in the ATL were few and far between. It was a long time before I ever met another Korean …