Forrester: Marketers Should Talk Less, Design More

MarketingDaily reporting:
A new report from Forrester says that while marketers may be increasingly proficient at reaching out to consumers through new technologies including social and mobile, they need to figure out how to talk less and design more.

While overwhelming consumers with chatter is already a problem, with 53% of online adults already saying they’re annoyed by the amount of advertising they see and 37% saying that they would rather not be contacted frequently by brands, marketer blabbing is about to explode. 

In the near future, writes Forrester analyst Anthony Mullen, just about everything will be digital -- from wearables to wine labels. “Forget about the third screen,” he writes in the report, based on interviews with such vendor companies as Adobe, Microsoft, and SapientNitro. Between falling price points and new technology, which already has 85% of tablet owners using them while watching TV, “eventually, you can expect displays painted on any surface; Microsoft, Philips, and Samsung are all testing nanotech paint to create ad hoc displays.”

In order to be heard amid all that noise, marketers will need to cut spending on paid advertising, and instead funnel it into innovation, consumer insights, and “adjacent practices, such as customer experience, analytics, IT, and product design.”

Read more: http://www.mediapost.com/publications/article/193896/forrester-marketers-should-talk-less-design-more.html?edition=56909#ixzz2LXXKpJhn