Think Customers: The 1to1 Blog

As Lisa points out, Adaptive Marketing isn't just about embracing new channels. In fact, she argues that channels are an outcome, rather than an organizing principle. Channel mix is determined based on a deep understanding of customers and their needs. She also points out that spending and planning decisions are daily - not annual events; and that segment, in addition to brand, matters when engaging with customers. All of which brings me to a key tenet of her research - that "intelligence is everything and can come from anywhere." Lisa argues that Customer Intelligence will become the molten core of successful organizations.

Here's an excerpt from Lisa's blog post:

Adaptive Brand Marketing is not just about social media. True, Coke has three million fans on Facebook and 800,000 people are fans of Pop Tarts. The social revolution has given us insight into just how much passion exists for the everyday brands we use Adaptive brand marketing is about harnessing the power of people inside and outside the organization backed by superior intelligence harnessed and processed by top notch technology to create brands that are relevant and resonant to the people they serve on a daily basis. No small task--but isn't that what makes marketing fun?

So, what's the best thing about this research from your perspective? Lisa serves the Marketing Leadership role at Forrester. In other words, she's convincing your boss, or your boss's boss about the value of Customer Intelligence.

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About the Author: Dave Frankland is a Principal Analyst at Forrester Research where he serves Customer Intelligence professionals and contributes to the Forrester blog for that role. Syndicated from Forrester Research. Reprinted with permission.