connected marketing

10 predictions - your thoughts?

The book Connected Marketing: The Viral, Buzz and Word of Mouth Revolution was finished in November 2005 and there's been a lot going on in the connected marketing arena since then.

With your help, we've decided to review and update the 10 predictions about the future of connected marketing made by Justin Kirby at the end of the book.

Which predictions have already been proven correct? Which seem more like recommendations now? (For example, are marketing practitioners and advertisers becoming too focussed on the tactics of how they should use social media, as opposed to the strategies of why?)

The 10 predictions made in late 2005 are listed below. If you'd like to voice your opinion on all of them - or even just one - please fill in the relevant boxes and submit the form at the bottom of the page. Thanks!

Prediction 1. Connected marketing will become more strategic, with the focus shifting from promotion (creating remarkable campaigns) to innovation (creating remarkable products).

Comment on Prediction 1

Prediction 2. ROI metrics will be mandatory for viral, buzz and word of mouth campaigns. 'Advocacy rates' and 'sales uplift' will become important parts of ROI metrics, displacing traditional measures such as campaign reach.

Comment on Prediction 2

Prediction 3. Word of mouth tracking will become a key metric in brand tracking market research.

Comment on Prediction 3

Prediction 4. Buzz, viral and word of mouth marketing will be merged into the wider marketing mix, with online viral marketing adopted and integrated within advertising, word of mouth within promotions and buzz within PR.

Comment on Prediction 4

Prediction 5. Managing and avoiding negative word of mouth, online and offline, will be an increasingly important area in connected marketing.

Comment on Prediction 5

Prediction 6. Online branded entertainment (advertainment, advergaming, alternate reality games) will be used more as key brand touch-points for entertainment brands.

Comment on Prediction 6

Prediction 7. Techniques developed in connected marketing initiatives will be adopted for change management and internal communication.

Comment on Prediction 7

Prediction 8. Techniques developed in viral, buzz and word of mouth will be increasingly adopted in CRM programs as both retention and acquisition (turning buyers into advocates) tools.

Comment on Prediction 8

Prediction 9. Cell phones will develop rapidly as an important medium for spreading connected marketing promotions, such as mobile invitations, SMS barcode discounts, etc.

Comment on Prediction 9

Prediction 10. Marketers will eventually be able to locate influencers by zip/post code, by which point they will be all chasing the same chosen few... Prepare for another paradigm shift in marketing?

Comment on Prediction 10

Other Comments (Feel free to use this box to share any additional opinions you have about the current state of connected marketing)

Other Comments

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