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A new imperative: marketing for engagement

April 9, 2008

After two days in L.A. at the Forrester Marketing Forum my brain is completely and crisply fried. But it’s a good fried! I’m actually eager to get back to work and see just how much I can accomplish from this long list of cool ideas flitting through my mind.

This is the first analyst event I’ve attended so I wasn’t quite sure what to expect. I’m glad I went because the content so closely applies to one of my current projects (the new infrastructure software customer community).

It’s clear from this event that the Internet, specifically Web 2.0, is a key element of an evolving marketing strategy that shifts marketing from talking at consumers to interacting with consumers. The case studies presented covered a wide range of industries and segments, but the common theme is that customer engagement is the new rule of the day. From the event web site:

As the power of traditional marketing fades, companies must develop a new approach: engagement. Fortunately, marketers have an expanded tool set for engaging customers — from digital innovations that encourage user interaction to social media that turns customers into influencers.

That is the perfect summary for the goal of our Infrastructure Software customer community. To create a community of peers to help our customers get the most out of their infrastructure software.

What’s clear to me after this event is that there’s a lot more work left to do. There’s more process yet to build into the program. We can build customer profiles that will help us deliver better targeted content. (And speaking of content, this is not a one-size-fits-all world!) There are business cases to build for improving the technology that backs the community. And so much more.

Which is why I’m here. I’ll document my customer engagement with Web 2.0 journey here with the hope that this community, we passionate HP marketers, will learn together.

Did anyone else attend the Forum? What are your key take-aways?

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