Posts Tagged ‘business’
“We no longer anticipate Research in Motion recovering to participate in the mainstream of smartphone industry growth.” Those are the words of Matthew Robison, an analyst with Wunderlich Securities, which recently downgraded RIM’s stock. Robison argues that RIM is going to lose the consumer interest that it has built over the last few years. “Our long-term forecast anticipates a role supplying business-oriented devices, both mid-range and high end, as well as cloud-based services via the BlackBerry Network.,” Robison said. “We expect the consumer mix gained over the past two years to churn off, and that earnings will decline after 2013 and eventually grow again on demand that is largely associated with business users.” Robison said the PlayBook is selling well relative to other tablets, “other than the iPad,” but that “there’s little indication that the PlayBook has registered with consumers outside the loyal BlackBerry installed base.” We’ve leaked and had hands-on time with most of RIM’s 2011 lineup, and while there’s a definite spec boost across the board, the phones lack the appealing features of more robust iOS and Android devices. Worse yet, the company only revealed one new device during its annual BlackBerry World 2011 conference, and even that offered very little in the way of innovation that might attract the consumer market.
A former boss of mine had a great turn of phrase for the almost fatal independence he thought some internal project teams were given – he called it the “bat and bow syndrome.” It referred to how management, either sensing an opportunity or panicking, would give an in-house innovation team the assignment of coming up with the company’s next big idea. This team would accept its mission, and head off to brainstorm. They would take the best idea they came up with, put a big “bow” on it, and present it back to management. But because management knew nothing of the process, the research conducted or the insights used to come up with the idea, they would react like people sometimes do to new ideas – deem them unfeasible and risky, and bash them into smithereens with a “bat.” Hence the Bat and Bow.
Online marketing companies pitching and selling inbound strategies need to be wary of the bat and bow themselves. They’re being brought on board to implement new tactics, likely aimed at transformational goals and measured by unfamiliar metrics. The smartest thing these companies can do is collaborate with their clients from day one. Inbound marketing is an organic process, and leaving your client on the sidelines for the ramp-up stage makes little sense for either side.
1. Collaboration Helps You Achieve Results Faster
2. Collaboration Gets You Buy-In
3. Always Be Testing
Read the full monty via 3 Reasons Marketing Agencies Need to Collaborate with their Clients.