Ogilvy Sydney Event With Radian6 Co-Founder Chris Ramsey

Charter for Compassion

Today the Charter for Compassion was unveiled to the world. To help raise awareness of this event, we have created a video about what compassion means to Australians. Please show your support for this worthwhile cause by blogging and tweeting!

TweePR: Australia’s PR practitioners on Twitter

I just spotted TweePR.com.au, an interesting initiative driven by the school of marketing/communications at the Queensland University of Technology.

TweePR aims to “give a bird’s eye view of what the nation’s public relations gurus are tweeting about. Watch myriad issues unfold – as interpreted by the nation’s masters of PR – all in one place.”

The river-of-news format is a nice touch, enabling you to see real-time messages being tweeted.

There’s also the tweepr top 100 list, which ranks Australia’s PR practitioners from 1 to 100, calculated based on the number of followers, updates and how recent their tweets are.

Howorth-ians in the list are @bdgiesen, @GWhiteOz, @Ofagirl and @deelau.

What’s hot in 2010?

It is getting to that time of year when the industry analysts get out the crystal ball and start to highlight some key trends and forecast for 2010. First cab off the rank is Gartner, and this is their top 10 strategic technologies for 2010:

1. Cloud Computing
2. Advanced Analytics
3. Client Computing
4. IT for Green
5. Reshaping the Data Center
6. Social Computing
7. Security – Activity Monitoring
8. Flash Memory
9. Virtualization for Availability
10. Mobile Applications

The list is considerably different from Gartner’s forecasts for 2009 — Green IT, which was named as the number one priority in 2008, and dropped down to number 10 in 2009, is now back at number four. Virtualisation was number one in 2009, now at number nine. We assume Advanced Analytics is another name for Business Intelligence, which sees it climb from number nine last year to number two. Other technologies dropping in priority include enterprise mash-ups, servers beyond blades, specialised systems and unified communications, which all fall out of the top 10 list.

Gartner goes on to say that CIOs will be challenged to balance cost, risk and growth in 2010. The demand on IT organisations will be greater transparency and accountability. Gartner predicts few IT leaders will receive budget increases in 2010, which may mean more of the “mend and make do” approach.

It is agreed that 2009 will go down as the worst ever year for the IT industry, but 2010 will see spending increase with 3.3% growth. Gartner’s Peter Sondergaard, senior vice president at Gartner and global head of Research, said: “2010 is about balancing the focus on cost, risk, and growth. For more than 50 percent of CIOs the IT budget will be 0 percent or less in growth terms. It will only slowly improve in 2011. While the IT industry will return to growth in 2010, the market will not recover to 2008 revenue levels before 2012.”

Sondergaard adds that business intelligence, virtualisation and social media will continue to dominate IT leaders’ agendas in 2010.

How much of this holds true, only time will tell. We’ll update on what the other analysts say for 2010 as soon as the details are published.

Preference-based consumer marketing. Why do we ignore it?

There is a vast amount of research that has been conducted recently regarding the consumers’ preferred method of receiving marketing communication. A recent study by Forrester Research, and commissioned by ExactTarget, highlights that the majority of consumers today still have a strong affinity towards email.

The important take out: Consumers prefer email at a rate of three-to-one when compared with any other avenue for marketing communications such as social media, Instant Messaging, phone and SMS!

Despite the abundance of research that all points towards email being the marketing method of choice for consumers, why do marketers continue to ignore this?

Despite the spike of Internet users using social media, for example three quarters of Australian online adults use social technologies (Forrester: Australian Adult Social Technographics Revealed 2008), consumers in general are NOT open to receiving marketing communication via this channel.

As social media continues to boom with new channels for communication being created everyday with new social networking sites and the like popping up, there is an overreliance and tendency to use this medium for all-purposes in order to reach the masses.

Unfortunately we forego the very fundamental principles of Marketing 101. We need to stop, think, plan and go back to basics:

• Who are our customers?
• Where are they?
• What are their preferences for receiving marketing messages?
• What are the right messages for each customer segment?
• What channel do we use to reach them?

A quick Google search and some top line research is enough to reveal where our customers’ preferences sit. It’s all very simple. Follow the basic principles of marketing and target the appropriate marketing messages to the appropriate consumers based on their preferences using the appropriate channels!

Sadly, we are missing the point! We’re frustrating consumers and, ultimately, not getting the outcomes that we desire!

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