Posted in Brand Strategy, Innovative Ideas, New Product/Service Development (NPSD), tagged Aric Rindfleisch, brand community, brands, co-creation, dialogue, marketing, marketing co-creation, Matthew O’Hern, personalization, user-generated media on January 8, 2009 |
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Today we are beginning a new ‘semi-frequent’ feature on the Propelling Brands blog. In addition to the regular features and ‘who’s propelling’ profiles of individuals and companies, we will periodically feature Q&As with individuals that are true forward thinkers on brands, marketing, innovation and technology.
Source: Wisconsin School of Business
Professor Aric Rindfleisch is just such a forward thinker and marketing researcher, who works to fuse insights from the front lines of business and marketing with cutting-edge academic research. In addition to his extensive academic background, he has worked for both ad agency J. Walter Thompson in Japan and marketing research firm Millward Brown. Rindfleisch is currently the Associate Dean for Research & PhD Programs and a Professor of Marketing at the University of Wisconsin-Madison. He teaches graduate-level courses for the Wisconsin School of Business on new product development and marketing strategy; his academic research focuses on understanding inter-organizational relationships, consumption values, and new product development; and he is developing a new blog for the school, titled WisconsInnovation which seeks to bring together the ‘co-created’ insights of both faculty and students on innovation in business.
Rindfleisch has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog. His co-author is Matthew S. O’Hern, a lecturer and doctoral student in marketing at Wisconsin. The paper is slated to be published in an upcoming volume of the academic journal Review of Marketing Research. And it is the focus of our Q&A here.
So what does co-creation really mean? What is the impact of co-creation research on businesses, and how can marketers embrace co-creation as a strategy for improving the customer-brand relationship?
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Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged Alison Moore, Andy Cunningham, Brand Momentum, brands, cross-channel, integrated marketing communication, marketing, marketing channels, marketing execution management, marketing services agency, marketing technology, Marsha Lindsay, Tim Hurley on January 5, 2009 |
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This the second in a two-part series of posts. This past Friday I discussed the five key characteristics (‘pillars’) I believe will mark successful, integrated marketing services agencies in the future, I also cited some current barriers to firms succeeding in this ’next-generation’ context. Click here to view the first post, “Next Generation of Marketing Services Agencies 1 of 2: Pillars and Barriers.”
Today’s post will complete the picture by presenting snapshots of several, specific firms I’m watching and that I believe are representative, forward-thinking leaders in the emerging, next-generation marketing services agency world.
Are there any firms out there, today, that exemplify the vision of a next-generation marketing services agency?
The truth is that no single agency, today, is at the stage of sophistication previously described (i.e., no firms are embracing all five pillars) … yet. But there are quite a few that are moving in the right direction and that have embraced different combinations of these pillars. Not surprisingly many are smaller, more-nimble (or at least holding-company-independent) firms that do not have scale investments in the old-school models and that are experimenting with new approaches; thus, it is easier for them to break the mold.
Who are these firms, and what are they doing differently?
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Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged brands, CRM, cross-channel, dialogue, digital, Gartner, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, personalization, ROI, technology on November 24, 2008 |
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In my recent Marketing Personalization 2.0 blog piece, I spent some time talking about what I referred to as ‘cross-channel marketing execution management platforms.’ This is a technology segment that is of particular interest to me for two reasons.
First, as someone who has run integrated marketing communication campaigns that have included elements as diverse as PR, live events, direct e-mail, salesforce materials and blogs, I recognize that managing a consistent marketing campaign across mediums is tough. This is particularly the case when it comes to ensuring outbound continuity of brand presentation, while also personalizing content to the customer, and achieving comparable metrics for campaign effectiveness analysis across mediums. Getting a normalized sense of ROI remains the Holy Grail. So I think that every marketing leader has a vested interest in the advancement of the ‘state of the art’ in this technology area.
Second, related to the first point and complicating matters a bit, as marketers we are only being asked to handle and operate across more mediums over time, not less. Platform provider Eloqua claims on its Web site, “According to industry surveys, 34% of marketers cannot execute a coordinated, integrated, multichannel marketing campaign.” I hope this isn’t true, because it is a sad state for marketing if it is. Operating diversified, integrated marketing communication campaigns are a way of life, not an option. And with the explosion of social media and social networking technologies and platforms, our lives are only more complicated and fragmented. So we not only have a vested interest in this technology area, it will rapidly become the keystone for execution.
So I wanted to devote some time in this post to:
- better identifying the state of this technology segment,
- building out a ‘definitive list’ of the major providers, and
- presenting insights into their strengths and weaknesses.
But I’m hoping to do this is a collaborative fashion, and this is where I invite your assistance. Please help review my initial entries on the list and provide suggestions on who else should be included.
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