If you haven't read Lisa Bradner's latest report, Adaptive Brand Marketing, I strongly encourage you to do so. It is focused on the changing world of brand management, but its implications and principles go way beyond. Lisa points out that organizations are ill equipped to handle the world of "always on" marketing in the digital age, and explains that, to remain relevant, marketing leaders will embrace Adaptive Brand Marketing. This is an approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.
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.
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. I would say run, don't walk, to read it – and then make sure you reference it repeatedly in conversations with your boss!