I had the distinct priveledge of participating in the hosting of a truly engaging event in New York this week. The objective was to provide professional value to attendees through the delivery of provocative presentations by recognized thought leaders in the marketing space, quality networking and let’s not forget the cocktails!
Dave Frankland from Forrester Research and Tim Suther were the featured speakers. The topic – the value of customer insight in the search for improvements to the performance of marketing investment.
Dave started out the evening by featuring compelling research on the struggle of the relationship between marketers and consumers:
- In a competitive world many marketers have decided to turn up the “volume” of marketing messages because they sense a reduction in performance – causing a sever problem, driving approximately 50% of consumers to “strongly agree” that they get too many messages.
- Why is it that consumers feel so strongly about the “volume”? It’s because they also believe that they’re recieving irrelevant garbage – 50% to 75% of consumers believe the messages they receive are irrelevant. As a result, a vast majority of consumers have signed up to the do not call registry and have installed spam and popup blocking software. A large portion are even viewing TV timeshifted so they can fast forward through commercials – I do this myself, saves as much as 20 minutes in a 60 minute show and I can watch a NFL football game in about 45 minutes without missing a thing!
Tim followed up by making the following points:
Learn more about the Acxiom Global Marketing Performance Series.
To read what attendees had to say about the event, I’d encourage you to view some of these articles: