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Laura Ramos, a B2B marketing analyst at Forrester, has had a three-part blog series over the last several weeks that provides sound recommendations for improving B2B marketing:
Will B2B Marketing Become Obsolete? (Part I)
Will B2B Marketing Become Obsolete? (Part II)
Will B2B Marketing Become Obsolete? (Part III)
After reading the posts above, I came away with five key takeaways from her series:
1) Anybody in B2B marketing today who isn’t empowering their efforts with the technologies mostly associated with new media is on a sinking ship. As Ramos said,"technology will be a key element (but not if applied indiscriminately) to help marketing and sales shift from obnoxious bullhorn to respectful partner.”
2) Marketers have to switch from a telling mode (cranking ads out the door left and right) to a listening mode (marketing enabled by feedback from the social groundswell). Only by listening to that social groundswell and analyzing interaction data and dashboards will marketers be able to construct marketing methods that work.
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This is what Rubel says:
“By January 2014 I will wager that in the US almost all forms of tangible media will either be in sharp decline or completely extinct. I am not just talking about print, but all tangible forms of media - newspapers, magazines, books, DVDs, boxed software and video games.”
That’s five year’s away. If he was right – and I am not sure I can buy his prediction – would this be the time to buy a Barnes & Noble franchise? A newspaper? Would it be time to start a new magazine? Would you want to be developing software that you distribute in physical form (CD or DVD) with fancy packaging. If he is only partially right the aforementioned would be risky plays.
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Students at major colleges and universities across the country can now add one more application to their mobile phones, and it’s called CampusMint. The application claims to be the first mobile promotions application geared directly at linking merchants to college students. With access to electronic discounts, promotions, movie times and entertainment news, CampusMint provides an eco-friendly way for students to receive and redeem promotions for a variety of products and services from local restaurants, theaters, clothing stores, and more.
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The Association of National Advertisers recently polled 1200 company marketers, creative agencies and media people at its Masters of Marketing Conference, and the results give an excellent snapshot into the changing priorities for allocating valuable marketing resources.
Here are some key takeaways:
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For the last several years,
Mary Meeker, an analyst for Morgan Stanley, has put together a compelling presentation on the state of the Internet and technology, and presented her thoughts at the annual
Web 2.0 Summit. That summit just concluded, and you can view her presentation
here on YouTube. The slide deck is embedded above.
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