This is from a set of notes that I’ve been taking over the past few months. It strikes me that most of the questions I’ve been hearing boil down, in some form or another into a need to develop practices and tools in the following areas:
- Personalisation
- Search
- Information Architecture
- Analytics
- Interaction
- Self-service and Customer-initiated communications
- Social Media
- The Online Marketing Mix
THINGS THEY ALMOST HAVE IN PLACE
- Customer Databases
- Segmentation
- PR-like activity
WHAT’S BEHIND THE CHANGE?
- Convergence
- Fragmentation
- Active communications avoidance
- Continuous partial attention
- Customer control
‘Someone’ asked me what Wikipedia was the other day. I calmly explain, but inside I was crying. Do I live in an ivory tower thinking everyone else gets this or should know this? Your list has just really depressed me. It’s more widespread than I thought. I think I’ll lie down now. I may not come to work next week.