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Consumer Forum 2007
"Winning In A World Transformed By Social Technologies"
October 11-12, 2007, Chicago
Consumer Marketing Forum EMEA 2007
"Sharing The Brand"
November 15-16, 2007, Barcelona
Financial Services Forum EMEA 2007
"Beating The Competition With Superior Customer Experience"
November 15-16, 2007, Barcelona
The Essentials Of Search Engine Marketing
November 7, 2007, Cambridge, Mass.
The Road Map For Email Marketing Success
November 8, 2007, Cambridge, Mass.
Web 2.0 Fundamentals For The B2B Marketer
November 15, 2007, San Francisco
Social Computing
December 5, 2007, San Francisco
Adding Mobile To Your Marketing Mix
December 13, 2007, Chicago
The High-Value Consumer
How to assess consumer lifetime value in a social network context.
The Agency Of The Future
How trends like the rise of digital marketing, Social Computing, media fragmentation, and accountability will change the ad industry.
Marketing Asset Management Wave
Which vendor to choose to manage the firm's marketing assets.
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Dear marketing executive,
I hope you had a good, relaxing holiday. Forrester took the traditionally slow summer months to create a dedicated global team focused exclusively on helping you, the marketing leader, to be successful. And we mean business. As the team's manager, I am aggressively recruiting new analysts in six locations and five time zones to ensure that our team supports both your global ambitions and local needs.
The reorganization didn't stop us from doing our jobs, though. I would like to draw your attention in particular to a number of publications on driving loyalty. Our findings?
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Consumers are less loyal. Exactly 50% of US consumers state that price is more important than brand, a number that has consistently increased one percentage point per year both in Europe and the US. But it's only one point, so who cares? Big brands like Coca-Cola care, because it means that revenues will decline 10% every five years.
Marketers are shifting their budgets. In response, marketers are shifting their budgets to enable interaction with consumers. As the high-income consumers spend more time online than behind their TV sets, marketing leaders are growing their digital marketing spend with double digits.
Top brands differentiate themselves with their Web sites. As budgets shift, marketers are challenged to integrate their marketing. The team from Lexus is the one to beat here — with a consistent message both offline and online, and channels tailored to address the specific consumer needs in the buying cycle, it turns viewers into showroom visitors.
Social Computing creates new opportunities. Marketers who can tap into social networks can gain loyalty from entire communities rather than individuals. How? Our analyst team has been working frantically to provide you with Web 2.0 tips and tricks at our two Consumer Forums: October 11-12 in Chicago and November 15-16 in Barcelona.
Cheers,
Jaap Favier
Vice President, Research Director
jaap.favier@forrester.com
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