Are the media and consumer landscapes truly changing, or are we all just looking for excuses to speak at conferences?
With the overload of research reports, blog punditry, world-is-changing media stories, and columns like this, it's never easy to put things in their proper perspective. Which is why I constantly remind clients that though the kind of thinking expressed in that opening paragraph informs perspective, we must also trust their consumer frame of reference when thinking about digital marketing, blogs, Web 2.0, and, of course, consumer-generated media (CGM). At the end of the day, we're all consumers and our firsthand experiences and media habits are the most important secret weapon we can bring to marketing excellence.
Ever-inspired by the legendary Harpers Index, I spent the last few days auditing my consumer behavior. Hardly perfect, the exercise was both revealing and humbling. I daresay my wife Erika even had to correct a few of my assumptions.
Let's start with the basics, then move on to the juicy stuff. If you see "(audio)," it means you can listen to deeper perspective on my key points or theme.
The Boring Demographics
Products and Gadgetry
Media Consumption Habits
CGM Consumption and Vanity
Yes, I know. I'm atypical and non-representative. But you never know, I may just be only 20 minutes ahead. The world is moving fast, and I, for one, feel like the 2.0 current is taking me on a serious, transformative ride. Here's my advice: If you ever feel lost in the blur of marketing theory, just take a look in the mirror and whip out your personal audit checklist. If your kids are in a media consumption age, audit them next. We may just find our own behavioral habits and practices do more to sharpen our marketing insight than anything else.
Know thyself. Think locally. You are the forecast!
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Pete Blackshaw, whose professional background encompasses public policy, interactive marketing, and brand management, is executive vice president of strategic services for Nielsen Online, a combination of Nielsen BuzzMetrics, a firm Pete helped cofound, and Nielsen//NetRatings. One of Pete's key focuses is helping brands interpret, manage, and act on consumer-generated media (CGM). A former interactive marketing leader at P&G and founder of consumer feedback portal PlanetFeedback.com, Pete cofounded the Word of Mouth Marketing Association (WOMMA). He authors several blogs, including ConsumerGeneratedMedia.com, and is the author of an upcoming book from Random House, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today's Consumer-Driven World."
December 12, 2013
1:00pm ET / 10:00am PT