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Re: [projectvrm] The Explosive Growth in Intent Marketing


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  • From: Katherine Warman Kern < >
  • To: Graham Hill < >
  • Cc: Alan Mitchell < >, ProjectVRM list < >
  • Subject: Re: [projectvrm] The Explosive Growth in Intent Marketing
  • Date: Thu, 5 Sep 2013 07:39:26 -0400
Alan, In my response to Doc, quality content could contribute to proving the potential for VRM.  Harvesting data in the context of better quality content will yield both richer insight and more willing voluntary information sharing.  By that I mean people will be more open to VRM type interactions because the content is something they care about and worth sharing info about.  

Graham, one reason VHS won out over BETA was the content available on it. In other words quality content was more important than quality technology.  As is also proven by the continued popularity of classic films despite lower production values than today's short-lived thrillers.

Katherine Warman Kern

On Sep 5, 2013, at 6:19 AM, Graham Hill < "> > wrote:

Hi Alan

Thanks for your email.

All of the technological revolution examples are interesting in that they illustrate a key point. They all provided vastly better solutions to solve problems customers already had, whether that was power, lighting or information. Kuhn's theories about paradigm shifts illustrate why changes from old solutions to newer, beter ones sometimes take time. And Arthur's theories about winner-take-all markets show why sometimes inferior solutions win out over better ones.

But who says that VRM is a newer, better solution for customers? I think it is fair to say that customers aren't exactly beating down the doors of the few VRM solutions that are currently are out there. And even if VRM is the best solution, who says that inferior intent marketing solutions that are newer and better than current solutions - even if they are not the best solutions - won't succeed instead. VHS anyone?

Hope is not a strategy. I wish it were!

Best regards from Cologne, Graham

Am 05.09.2013 um 11:29 schrieb Alan Mitchell:

During the industrial revolution in England, the first phase was enabled by water power, which provided far more available energy than animals. Then came the steam engine.

The first steam engines were really clunky, inefficient and expensive. They were only used a last resort where neither animals and water power could be used (in mines). People worked hard to improve steam engines' workings. But at the same time mill owners were improving water power efficiency.

For the next 50 years both water power and steam power grew. But, because of its intrinsic benefits (and the intrinsic constraints of water power) steam engines began to grow faster than water power. It wasn't until 70 years later that steam overtook water as the main source of energy.

The same process is unfolding with intent. There are inherent constraints on the current seller-driven approach and huge potential benefits of the alternative approach. But the potential has to be realised and until it is, both will continue to evolve side by side.

Alan




On Thu, Sep 5, 2013 at 10:20 AM, Katherine Warman Kern < " target="_blank"> > wrote:
Graham, doesn't the article answer your question? 


In terms of where the biggest disruption may be coming from, Davidson says to pay close attention to the “emerging” group at the bottom of the landscape, especially personal data platforms such as Fitbit, which enable consumers to start tracking and modeling their own intent. Davidson says KBS+ isn’t sure exactly how that will play out, but that it will be highly disruptive and could significantly impact the way brands market themselves to consumers.



Read more: http://www.mediapost.com/publications/article/208273/kbs-simplifies-internet-marketing-drops-an-r-a.html#ixzz2e0ZyiM4l

Katherine Warman Kern
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.


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.




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