Picking Up the Pieces: Secrets of Marketing in a Fragmented Digital World
Marketing is going through a period of significant evolution. The era of easily compartmentalized silos has been usurped by the Splinternet, a large-scale fragmentation of devices, data access, and technology standards. The Splinternet upends many of the assumptions upon which interactive marketing is based and, at the same time, presents both challenges and opportunities for marketers.
Webtrends recently commissioned Forrester Consulting to conduct an in-depth survey of 210 global senior level digital marketers across industries to discover how they are struggling, and succeeding, with digital marketing fragmentation.
In a hosted webinar on Sept 22, Forrester’s Senior Analyst Joe Stanhope teamed up with Webtrends’ Director of Product Marketing, Steve Earl, to present the research and new insights into the current state of marketing fragmentation and how marketers can best position their companies for success.
Key tweets from the webinar are below and it can be found on-demand at http://t.co/kpQ3oAnY .
| “ | Listening in: RT @webtrends: Forrester study results reviewed on webinar today w/ @joestanhope. Access for free http://t.co/kpQ3oAnY #WTdm | |||
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| “ | Forrester surveyed 210 digtial mrktes, range of industries, mix of models, on: state of mrktng, disruptive Splinternet & opportunity #WTdm | |||
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| “ | characteristics of Splinternet: social media inverts data ownership, marketing standards shift, everyone is an analyst -@Forrester #WTdm | |||
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| “ | RT @WebtrendsEvents realtime POLL which digital channel do u use most n mrktng campaigns?-of 500 mrktrs on webinar now, 48% said FB! #WTdm | |||
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| “ | marketers feel mulit-channel pressure – customers expect consistency across channels, and immediate responses #WTdm | |||
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| “ | RT @WebtrendsEvents: realtime POLL #2 #2: what channels r u investing in over next 6-12 months? of 500 mrktrs on webinar no, 70% said mobile apps/sites! #WTdm | |||
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| “ | realtime POLL #3: bigggest challenge to expanding into emerging channels? of 500 mrktrs on webinar now 34% said inability 2 prove ROI #WTdm | |||
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| “ | What is the biggest challenge your company faces in expanding into emerging digital channels? #WTdm a bit of each… | |||
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| “ | the Splinternet is not waiting for anyone to catch up with it – @Forrester #WTdm | |||
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| “ | Recommendations: Experiment, don’t go it alone (leverage resources), prioritize measurement, make analytics actionable #WTdm … more… | |||
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| “ | more recommendations: Distribute data insights thruout company, get ready for #mobile, MARKET your presence in emerging channels #WTdm | |||
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| “ | "Multi-channel success requires mastery of multiple disciplines" – @Forrester #WTdm | |||
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| “ | #digitalmarketing: ‘This is a once in a generation opportunity for a marketer’ – #wtdm @webtrends | |||
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| “ | thanks @joestanhope and Steve Earl – great webinar! @Forrester @webtrends. Find the Splinternet study on 9/23 at http://t.co/w7CcYysQ #WTdm | |||
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Category: Analytics 10, Marketing Optimization, Mobile, Site Optimization
