Thu, 22 June 2017
Like many digital marketers, I look forward to the epic internet trends report produced each year by venture capital firm Kleiner Perkins. Better known as "The Meeker Report," the epic slide deck is an exhaustive summary of the relevant trends we need to be considering for our companies as the digital world moves forward. Over the past few years, Tom Webster and I have discussed this report on our podcast, The Marketing Companion, and it has always been one of my favorite episodes of the year. However, this year, my keen-eyed co-host (who knows a thing or two about research) noticed a pattern that arguably tarnishes the reputation of the report. Much of the report obviously features Kleiner Perkins' investment partners, its specific financial interests, and it even has a section sponsored by another company. Sponsored content in a research report? Over the years, I've read a lot of analysis of the Meeker Report and I've never heard another person connect the dots like this. Kudos to Tom for his sharp-eyed observation. In the new episode of the Marketing Companion, Tom and I begin by dissecting the report, culling out data points which may impact our listeners, but we also look at this from a content marketing angle. What makes this report important, effective, and distinctive ... and will Kleiner Perkins ruin it over time by catering to sponsors and its own self-promotion? We don't imply that Kleiner Perkins has done anything sinister. In fact, we like the report. But at the same time, it is not necessarily an "Internet Trends" report ... it is a report that supports KP's investment decisions. This is a unique analysis and an important new perspective about our industry's most notable annual research. Listen to this episode and let us know what you think ... Resources mentioned in the podcast episode:
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