An interesting piece of quantitative research that seems contradictory at first, but on reflection could be ground-breaking. EXECUTIVE SUMMARY Length: 7 pages Promotions are more popular than ever, have wide appeal, and drive purchase and awareness – a welcome revelation for marketers struggling to create relevance with ad-weary consumers. Online promotions are particularly good tools for targeting valuable customers and enabling more interactive, relationship-based promotions strategies. As promotion use grows more sophisticated, Forrester expects that promotions will join the online marketing suite, print promotions providers will retrench, and marketers will leverage Social Computing technologies to guide their promotions strategies. Source: … Continue reading Forrester: Use Promotions To Cut Through Ad Clutter

New paper from Forrester, covers the sad state of affairs of marketing departments. Peter Kim makes the point that Marketing Dept’s have been marginalised to promotion only, losing out on price, product and place (read channel) to other departments. Forrester Research: Reinventing The Marketing Organization EXECUTIVE SUMMARY Length: 23 pagesToday’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% don’t even own the “four Ps” of marketing anymore. To regain effectiveness, marketers must transition to a Customer-Centric … Continue reading Reinventing The Marketing Organization