Hello! I'm thrilled to join the roster of guest moderators and have enjoyed following the various conversations over the past several months. The group of active participants is energetic and I look forward to interacting with you over the next month.
Here's the thing: more folks are reading this blog than are posting to it, and I'd like to challenge you readers out there in the blogosphere to participate in the conversation, not just stealthily follow it. Even if you've never blogged before, give it a try here. No one is going to judge your "blogging prowess" or style. If you have something to say, this is your forum to say it; to share ideas, rant, vent, challenge, learn and get really jazzed for 2007.
If you're like me, you're officially on vacation this week, but are still putting in a few hours of work every day. Who wants to start the New Year with the mound of e-mail that would otherwise be waiting? So here's my first challenge to you lurkers out there: take a break from e-mail and spend 15 minutes reading through the posts and associated comments. Get a feel for the blog and the people who actively participate; you'll find a nice cross-section of marketing opinions represented. Next, post a response to this entry with some thoughts on what you'd like to discuss relative to how companies can take a more targeted approach to marketing. I'll read them and post some "starter comments" on each topic and we'll be off! Oh, and you regulars, I'm hoping you'll continue to participate, so please respond with some deas as well.
As for me, I'd like us to be talking about getting more targeted both within and across marketing channels. Here are some topics that I'll be starting conversations on:
- Channel addressability: Is network TV dead?
- Lead generation: Is inbound marketing bound to fail? Does using a blog for lead gen violate an unspoken social computing norm?
- Relationship marketing: Micro-Segmentation vs. personalization - redundant or mutually exclusive?
- Lifecycle Marketing: Why targeted marketing will ultimately fail and what you can do to prevent it.
Finally, I'd like us to have a conversation on the topic that's perhaps more important to taking a more targeted approach than any other: who actually owns the customer, and does it matter? I'll tell you why I think this is targeting's "make or break" issue in the upcoming weeks. It's not the reason you might expect.
So take a few minutes to check in with us here at The Marketers' Consortium. Otherwise I'll look forward to some challenging and insightful conversations in January.
I wish you all a restful week and a terrific New Year.