Today I did my first webinar in years, sponsored by SPM and Interwise. It was fun but strange. The Interwise software worked extremely well, doing voice and graphics over a dial-up connection. But I learned that I'm not very good at multitasking... I'd be watching some of the widgets on the screen and then realize that I forgot what I was talking about! A webinar is certainly different from a face-to-face meeting.
IDC reports the deep cuts to IT marketing budgets over the past two-plus years are symptomatic of a much larger problem plaguing technology marketing – IT marketers are struggling with measurement and will likely face enduring budget scrutiny until their capabilities improve.
In his Good Experience newsletter, Mark Hurst writes, "By now you may have heard of the study that proclaimed Google to be 'brand of the year.' Above Coke. This is for a company that is less than 10 years old, with no advertising firm, and almost no visual elements anywhere on its site."
The number of high-tech companies pursuing long-term branding strategies is down sharply. Results of the study, presented at the Silicon Valley Branding Forum in Palo Alto, show that only 60 percent of the 1,100 companies surveyed have implemented long-term brand identity strategies. The study also documents a "brand divide" between small and large technology companies. While 84 percent of large tech companies have a long-term brand strategy in place, only 43 percent of small companies and 66 percent of medium-sized companies do.