I am excited to say that the 2010 version of the Forrester Marketing Forum is once again upon us. The theme stringing this year's content together is "adaptive marketing" - that is, the idea that a marketing organization must be lithe, constantly adapting its practices to the ever-changing preferences and location of the consumer.Pamela Kaufman, the CMO of Nickelodeon and MTVN Kids and Family Group, will deliver a keynote entitled, “Adapting Your Marketing Channels to Connect with Your Customers.” While that seems fairly self-evident, few companies have actually been able to successfully keep a brand intact across the disparate communications channels. Therefore, hearing from someone who has pulled it off is compelling. Likely among the techniques Kaufman will share is the use of direct marketing principles across a variety of very different communications channels. While The Lunch Pail focuses on direct digital communications channels, it is likely that lessons learned from other channels apply in the direct digital space, and I’ll be sure and relate some of the key takeaways.
Another keynote I’m looking forward to will be delivered by Steven Sickel. He will speak on “Transforming to a Real-Time Marketing Organization.” While the drum beat for converting marketing organizations from “batch and blast” to “direct and measured” has been a dull tone gaining volume for years, the fact that a hotel company – Sickel is the SVP of multi-brand and relationship marketing at Intercontinental Hotels Group – is speaking on the subject proves the promise of the idea maturing. The value of direct digital marketing in facilitating real-time, targeted communications with consumers is well documented. The possible applications for direct digital marketing technology within the hotel space are seemingly endless.
I am also interested in a breakout session entitled “Adapting Marketing to High-Tech Realities.” I do not want to make any unwise, preconceived judgments about this topic. However, I am curious to see what will be communicated. Does the definition of reality include direct digital marketing technology and its unique ability to centralize data and multi-channel content distribution? Or will this session perpetuate the fractured landscape of single-channel technology providers? The answers to those questions are very important for shaping the direct digital – and overall – marketing universe.
