Social media big winner in marketing mix
Marketers’ top priorities for 2010 will be customer acquisition and retention, followed by thought leadership, according to a survey by virtual events provider Unisfair.
http://www.emarketer.com/Article.aspx?R=1007284
5 comments:
I was so surprised by this short article, which Anna posted, because only 3% marketers answered that they will increase the ratio of ‘print advertising’ in their 2010 marketing mix. In Japan, I think that newspaper and magazines still have some influence on people…
By the way, what does ‘thought leadership’ mean in the first questionnaire?
Thought leader is a buzzword or article of jargon used to describe a futurist or person who is recognized among peers and mentors for innovative ideas and demonstrates the confidence to promote or share those ideas as actionable distilled insights (thinklets).
http://en.wikipedia.org/wiki/Thought_Leadership
Thought Leadership turns organizational activity (a.k.a. your content development and deployment strategy) into intellectual capital that supports relevant advocacy positions, tacit domain expertise and point-of-view platforms to shape and influence market perceptions and establish your organization as a thought leader, knowledge resource, subject matter expert and ultimately, a trusted client advisor. Being a thought leader requires that you have actual leading thinkers in an organization. That said, thought leadership on its own, that is, the actual 'thought leading product' that an organization can take to market is hamstrung without a catalyst. In this case, the catalyst lies in the concept of insurgent marketing. More specifically, effective thought leaders possess an insurgent mindset.
Thank you for your thoughtful and scrupulous explanation, Anna.
(To tell the truth, I had to use dictionary to understand your explanation because of your a lot of ‘academic’ words!)
So, now I maybe understand the concept of thought leader and thought leadership, but I’m not sure how a marketer invests their money to thought leader or thought leadership initiative. Deduced form your explanation, I also think that the mindset of thought leader cannot be created or promoted,but it does exist itself spontaneously; therefore, I should doubt the marketer who states thought leadership initiative as his or her customer acquisition plan without any hesitation.
Ono said, you can choose this as one of interesting topic for marketing research :)
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