Re: [projectvrm] The Explosive Growth in Intent Marketing

[Doc Searls < >]

The post cites a Lumascape (a brilliant visual compilation of all the players in a market category and how they fit) from Terrence Kawaja's Luma Partners. I recall some good exchanges with Terrence, though we haven't met yet; and I wouldn't be surprised if this latest Lumascape is partially his response to The Intention Economy. But I don't know.

These two blog posts...

<http://blogs.law.harvard.edu/vrm/2013/01/30/when-consumers-become-media-for-themselves/>

<http://blogs.law.harvard.edu/vrm/2011/09/11/a-visit-to-the-advertising-echo-chamber/>

...visit older Lumascapes, and partially address your question below. But it would help if we could see this new Lumascape, which isn't detailed in the Mediapost item below, and doesn't seem to be in Luma Partners' collection of Lumascapes:

<http://www.lumapartners.com/resource-center/lumascapes-2/>

So if anybody can find an original, please share it. It would help to see if any of the tools listed are for engaging with customers rather than merely harvesting data about customers. If there are some tools for engagement, then they should be looking toward VRM signaling. I doubt the rest will.

Doc

On Sep 5, 2013, at 1:36 AM, Graham Hill < "> > wrote:

Hi Doc

At its heart VRM is about SIGNALLING intent. There is a whole ecosystem of marketers, tools and data collection being developed to HARVEST customer intent in real-time and to act upon it. This article sets out some of the key players in the explosive growth of the ecosystem.

http://www.mediapost.com/publications/article/208273/kbs-simplifies-internet-marketing-drops-an-r-a.html#axzz2drCFrSLh

As the intent data ecosystem rapidly grows in size and caability, why SHOULD a marketer look to VRM as the solution to his intent data chalenges rather than to one of these tools. This is a question, not a rhetorical statement.

Best regards from Cologne, Graham

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