That’s not to say there wasn’t a lot to learn and a lot of interesting impressions from the show. One thing that was interesting is that Shar VanBoskirk used anecdotal, secondary research from searches on Facebook and Twitter to support her research findings. Perhaps it’s a sign of things to come, but when reviewing the general impression left by Tropicana’s rebrand attempt she noted that the brand researchers didn’t uncover anywhere in their research how valuable and excited their core customers are about the straw in the orange. She noted that it was easy to find evidence of that from a quick search on Facebook or Twitter, and she used examples. Interesting that secondary research from a social network is now a legitimate source of material.
Another takeaway? Relevance still rules in digital marketing. Last year’s forum was dominated by language touting the need for relevance in digital marketing. This year’s show brought more of the same, but, like last year, spent little time talking to marketers about how to overcome the barriers to it. For example, especially during the new media panel, there was ample opportunity for the panelists to call out the 100 pound gorilla in the room – relevance demands additional creative, and that’s okay. Instead, the issue was really talked around. My general feeling is that this is an easy barrier to overcome provided the agencies engaged for creative step up the game – and brands are in a good position to make that happen.
Switching gears for a final thought – Twitter stamina. It was reported today that 60% of the people who sign up for Twitter fail to return in the second month. While Twitter is all the rage right now (you can follow Knotice on Twitter), does the general user have the stamina to use it long term, or will there be a great deal of attrition over time? Has the emergence of TweetDeck and some other desktop apps brought the measured return site visits down? One piece of anecdotal evidence – far more people Tweeted (are you supposed to capitalize that?) at last year’s Shop.org Annual Summit than they did at this year’s Forrester Marketing Forum. So, will Twitter last?