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Monday

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The Media Delusion

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by Brian Haven
@ 9:28 AM

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» Marketing

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I wasn't really paying attention to all this Jay Leno prime-time stuff until I stumbled across a blog post by Brian Stelter on the NYTimes.com website (a version of his post was published in the New York print edition of the Times). Brian's article essentially walks through NBC's reasoning for moving Leno into the 10pm time-slot. The article outlines how the 10pm time-slot is dead because viewers are recording programs on their DVRs at 8pm...Read on

 

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Monday

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Brands Are People Too

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by Brian Haven
@ 10:45 AM

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» Brand
» Marketing
» Social Media

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So many companies have ventured into social media (and more will continue to) — Pete's already documented the efforts. But one of the biggest problems we see is that companies implement an initiative and watch to see what happens. And it simply doesn't work very well. Think about what you would look like if you behaved like a brand. Imagine a party with a group of people standing together talking. You walk up, introduce yourself,...Read on

 

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Thursday

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Marketers Anonymous

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by Brian Haven
@ 5:06 PM

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» Brand
» Marketing
» NewCo
» Social Media

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I was recently doing some research for work and I stumbled upon the 12 step programs, particularly that of Alcoholics Anonymous. As I read through the steps I started thinking about where marketing is today. Marketing has a problem, and perhaps the best first step is admitting it. So in the spirit of the AA 12 step program, here's a version for marketers. We admit that we are powerless over our customers — our traditional...Read on

 

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Thursday

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Everything Old Is New Again: Lifecycle

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by Brian Haven
@ 11:43 PM

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» Marketing
» NewCo
» Social Media

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In my last post I talked about how all media is social. Before I get to my examples in the next few days, I want to talk about the implications of these changes on institutions. Essentially, the process goes like this: Institutions emerge, develop, become successful (or at least sustainable), and eventually become complacent.  Progressive and resourceful people develop new tools and methods to fulfill needs in an innovative way and do so outside the...Read on

 

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Wednesday

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All Media Is Social

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by Brian Haven
@ 2:37 PM

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» Marketing
» NewCo
» Social Media

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We've spent a good 6+ years talking about "social media" and how it's an amazing new phenomenon. How the Internet is abound with new behaviors: posting personal videos on the web for all to see; sharing personal information with strangers on social networking sites; using blogs to voice our opinion; etc. It's the topic of many conferences, articles, and conversations across many fields (marketing, IT, business, policy). However, in reality, none of these behaviors are...Read on

 

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Thursday

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Cracking The Social Media Nut: A Product, Not Marketing Problem

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by Brian Haven
@ 2:33 PM

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» Brand
» Engagement
» Innovation
» Marketing
» Social Media

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To begin, when I say "product" I mean "that which is produced." It could be an artifact (iPhone, coffee mug), a service (online banking, car repair), an environment (hotel room, furniture store), or an experience (theme park, World Series). We all spend a lot of time talking about how the commercial application of social media is really about marketing. Any corporate effort in social media usually lies in the hands for the marketers, all of...Read on

 

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Sunday

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Embracing The Context Of Use

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by Brian Haven
@ 1:58 PM

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» Brand
» Design Thinking
» Marketing
» Social Media

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How should a company participate in social media? It's one of the most perplexing issues facing companies today. The trends are clear: people increasingly interact with one another online, amplified by social technologies. But once a company steps in, bad things typically happen. The problem? Firms always place their own needs ahead of their own and they can only think about their product as the subject matter. It's this egoistic approach that turns people off....Read on

 

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Sunday

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Innovation's Nemesis: Wall Street

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by Brian Haven
@ 10:17 PM

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» Innovation
» Marketing
» Thoughts

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Wall Street... I'm placing initial blame on you. In the 1950s we saw unprecedented innovation, largely fueled by our country's Post War efforts. But the companies that brought all of these new ideas to the market place were a different breed than today's. American business was focused on quality and innovation and not tethered to a rapid and wired stock market. Today, companies are bound to the Street's demand for squeezing profits out of every...Read on

 

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Tuesday

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Confessions On A Keynote

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by Brian Haven
@ 11:20 PM

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» Engagement
» Marketing
» Research

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Finally, there's a video excerpt of my keynote speech for Forrester's Marketing Forum in Los Angeles (April 8-9, 2008). The theme of the entire conference was based on my report, Marketing's New Key Metric: Engagement. I was the opening keynote on the first day of the conference. The title of my speech was Engagement: A New Approach To Understanding Your Customers. It was pretty exciting once I got on stage, but it certainly was stressful...Read on

 

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Thursday

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Is The Campaign Dead?

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by Brian Haven
@ 4:16 PM

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» Engagement
» Marketing

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Marketing is too short term. People demand more control over their interactions (with each other, with brands, and with media), and for the most part they get what they ask for. But to effectively engage people, especially in an environment socially charged by technology, the only way companies can realistically communicate with individuals is to do so over a longer time frame. But that significantly changes how agencies and marketers use their staff and keep the creative...Read on

 

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Tuesday

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Automated Ethnography

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by Brian Haven
@ 10:47 PM

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» Design Thinking
» Marketing

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Having past experience with ethnographic research, I certainly can attest to the unbelievable value you get from observing people. I'm shocked more companies don't do more of this, but I guess everyone is still bogged down in quantitative data. The problem is, quantitative data tells you 'what' is happening (assuming that you ask the right questions or know what to look for), but what it doesn't do is tell you 'why' people are behaving that...Read on

 

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Tuesday

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Disruption Looms For Financial Services

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by Brian Haven
@ 3:20 PM

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» Design Thinking
» Marketing

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We've seen the music industry suffer at the business end of disruptive services like P2P file sharing and the shattering of a business model at the hands of Apple's superior media experience and ecosystem. And, Apple recently took the mobile phone experience and turned it on it's head, leaving the device manufacturers left scratching their heads and the carriers' panties in a wod. The travel industry suffers from transparency thanks to a little site called...Read on

 

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Thursday

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New Year's Revolution #6

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by Brian Haven
@ 4:19 PM

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» Marketing
» Thoughts

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Show some real corporate responsibility. I'm working on other research (at Forrester) in the area of Corporate Social Responsibility, Green Marketing, and Green Design. My research associate, Evadne Cokeh, will be working on this with me and she's already contributed some great ideas so I'm excited to get this project moving. With all the talk of environmental issues and fair labor treatment, companies really need to think of a way to be a good corporate...Read on

 

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Friday

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New Year's Revolution #2

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by Brian Haven
@ 7:06 AM

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» Engagement
» Marketing
» Thoughts

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Measure engagement—the real engagement. It’s funny, marketers dump 92% of their budget into traditional channels that are extremely difficult to measure, the other 8% go to interactive channels where they basically use the same metrics they’ve used for the past five decades. Then they complain that they can’t determine the value of social media. Yawn. My sympathy is wearing thin. Social media is trackable. Every time someone comments, rates a product, reviews a product, connects to...Read on

 

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Tuesday

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New Year's Revolutions

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by Brian Haven
@ 12:16 AM

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» Design Thinking
» Marketing
» Thoughts

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Yes, that’s a ‘V’ not an ‘S’ in the title. We’ve got a fresh new year ahead of us here are a few things I hope to see happen in 2008. I know they won’t all happen, but I hope to see a few progressive companies set the tone and make some headway.Get to know your customer’s better.Measure engagement—the real engagement.Be a little more fearless with social media.Reconsider your business model.Bring on a designer at...Read on

 

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Thursday

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Rethinking The Marketing Funnel

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by Brian Haven
@ 10:29 AM

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CATEGORIES
» Engagement
» Marketing
» Research

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» connect (1)

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I recently published a Forrester report titled Marketing's New Key Metric: Engagement (more detail here on the Forrester Marketing blog). One interesting aspect of this research was presenting the idea that the marketing funnel is more complex than we may think. I initially presented to my fellow marketing analysts an idea that suggest the funnel was dead. That didn't go over so well, which demonstrates how sacrosanct the funnel is to marketers. However, they also...Read on

 

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