I recently gave a speech about the impact of mobile on (all) commerce at a national retailer. To 450 terribly enthusiastic and mostly millennial employees celebrating a great eCommerce month. When I looked out at this horde of digital professionals -- merchandisers and marketers, designers and developers, writers and editors, testers and analyzers, the list goes on -- I realized that they are the operators of our digital experiences.
They are passionate about great digital experiences. But they have mostly crappy browser tools to do their job. In fact, every one of our planet's one billion websites is managed by someone using mostly crappy tools.
When I looked at at the throng of digital professionals, I suddenly realized they deserved some digital experience love, too. They deserved better digital tools. On any device. After all, they live out their working weeks in front of screens so that we, their customers, get great digital experiences. But today, the state of the art in browser design tools looks like scaffolding on a building where the result is unveiled at the end. It's anything but fun.
Weebly, supplier and hoster of 25 million content and commerce websites serving 200 million unique visitors monthly, decided to unshackle its digital professional customers from the tyrany of the browser and desktop. It built a native iPad app on iOS 8 to help them build and manage websites from anywhere at anytime. Weebly's digital professionals are now mobile. And that will lead them to be more in touch with the mobile moments of their customers, hence more able to serve them in their moments of need.
We're witnessing the mobile mind shift — an expectation that workers can be productive whenever, wherever they are. There's a surge of innovation in mobile technology as a part of broader business transformation to ensure that employees have access to the information they need to better serve customers during these critical mobile moments. Technology leaders have quickly seen the value of EMM solutions to ensure that employees have safe and reliable access to mobile devices and apps.
Mobile device management (MDM) is the common technology used by enterprises to enable their workforce to obtain the right access on their mobile devices. However, early solutions were only able to meet companies' very basic security and management needs for mobility. As business needs mature and employees demand more data access and mobile applications, vendors are adding mobile application management (MAM), secure containers and collaboration apps, secure network gateways, and more to their MDM solutions to create more comprehensive EMM suites to address these needs.
Spending time at the MDM/DG Summit in NYC this week demonstrated the wide spectrum of MDM implementations and stories out in the market. It certainly coincides with our upcoming MDM inquriry analysis where:
2014 was a year of massive eCommerce investment in India. Flipkart raised $1 billion; Amazon announced it would invest $2 billion in its Indian subsidiary; and Snapdeal raised $234 million from private equity firms and an undisclosed additional sum from private investors. These three players are spending approximately 2 billion rupees ($33 million) this season on marketing — and a lot more on improving last-mile delivery and adding fulfillment centers to get a bigger piece of the sales pie.
This morning, the NBA and ESPN are announcing terms of the renewal of their licensing contract. The numbers are huge, but that's not what caught my eye.
Early reports say that ESPN will launch a streaming service for live games — and viewers won't need a cable or satellite subscription to view them.
This is the first crack in the structure of the television business that has been in place for decades, in which the programmers and MVPDs (multichannel video programming distributors, aka cable, satellite, and telco companies) have a strong co-dependence and why today viewers must authenticate their cable/satellite/telco subscription in order to stream programming from the TV-everywhere app or network app.
Will other networks and programmers follow suit? Will more consumers cut the cord if they can now get their live sports content online?
Stay tuned for more details . . .
Update 11:45 eastern time.
I just watched the video of the press conference. Adam Silver, commissioner of the NBA, and John Skipper, president of ESPN, both mentioned the new OTT service, but there are scant details and a promise for more later. Mr. Skipper down played the potential impact on pay TV, stating that "the preponderance of the deal is to invest in new products that go on pay TV . . . "and saying ". . . there is no contradiction in continuing to enhance and buttress the current system while building new businesses and new ways to reach fans. We think they are complementary."
Turner President David Levy emphasized that they retained TV-everywhere rights as well as NBA's digital properties, including NBATV, NBA.com, and League Pass, a service that streams games not broadcast.
Thinking you know your customers will no longer cut it when it comes to delivering a top-notch customer experience. To create the most compelling differentiated experiences, firms not only need to know their customers but also understand what their customers care about most.
Siqi Chen, Heyday cofounder and CEO, gets this. The "effortless journaling" app goes the extra mile to deliver a seamless delightful experience — particularly for first-time users "where there aren’t obvious motivations to invest," in Siqi’s words.
I had a chance to sit down with Siqi in advance of his keynote session at Forrester’s Forum For Customer Experience Professionals West to talk about how Heyday competes on experience in the competitive mobile playing field. Hear more of Heyday’s story next month in Anaheim, California, November 6th to 7th.
Q: When did your company first begin focusing on customer experience? Why?
A: We focused on the customer experience from the inception of the company. As a mobile company, the way our customers interact with their devices is intensely personal. We run on a device that is the primary computing device for most people, a device that is with our customers physically for most of their waking life and a device that our customers interact with in the most intimate way: through touch. Because of this, great products on mobile devices require a very high bar for attention to detail and emotional value, in addition to the foundations of speed and value delivered that every great product requires.
Q: What aspects of the experience that your company delivers matter most to your customers?
This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.
Forrester’s Western European Online Display Advertising Forecast projects that online display advertising spend will rise at a CAGR of 10.3% between 2014 and 2019, jumping from €7.3 billion to €11.9billion. Two factors will account for the double-digit growth rate:
Mobile display will pick up quickly over the next five years, with tablet taking off full speed in virtually every European market. With their larger screen real estate and growing role in customers’ path to purchase, tablet-based ads will grow at a 40.5% CAGR over the period, attracting a third of total online display revenue by 2019.
Video and rich media formats are also growing strong. Video in particular will increase 20% annually over the next five years. Attracted by the higher opportunities for story-telling and building engagement, marketers will be willing to invest higher CPMs in these formats.
This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.
US online display advertising will grow from $19.8 billion in 2014 to $37.6 billion in 2019, at a compound annual growth rate of 13.7%. The offline ad market, in comparison, will grow at a modest 1% CAGR over the same period. Forrester just released the latest US Online Display Advertising Forecast report, which details why the online display industry will have video and mobile to thank for the double-digit growth rate:
Video advertising will represent nearly 55% of online display advertising revenue on desktop by 2019. Its growth will be cannibalizing primarily static display. Marketers’ preference for video and rich media reflects their new ambitions for online display: They are moving beyond the notion of display as a direct response tool, and starting to explore display as an engagement and branding tool.
Mobile ads will represent 39% of total online display in 2019 compared with 24% in 2014. Tablet display, in particular, will be a medium to be reckoned with in the future as it comes to play a greater role in customers’ path to purchase and in web-influenced shopping.
Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals.
As a kid, I loved going back to school. The beginning of September always meant new classes, new classmates, and of course new notebooks, pens, and pencils. And even though I’m not in school anymore, I still see September as an opportunity to turn over a new leaf, and approach things — both personally and professionally — with a fresh perspective. So, in honor of the first few weeks of Fall, let’s all take some time to study the loyalty basics. Process, while not the most exciting aspect of loyalty marketing, is necessary for building a sound foundation. Without processes, your ability to execute on your loyalty strategy is shaky at best and sudden changes to the market or unforeseen obstacles may leave you in disarray.
To avoid loyalty strategy failure, you must streamline processes around these three objectives:
Building a deep understanding of customer needs and motivations. Loyalty starts with knowing your best customers and asking for their input. But, if gathering data from your customers, make sure you use it. They will expect it.
Preparing for relentless adjustment. Digital business is booming, and loyalty can’t miss out on opportunities to innovate. Test and learn new customer engagement tactics on a small scale. Don’t be complacent with your strategy, but don’t over spend on improvements that won’t last.
Establishing enterprise wide alignment. Do you know who your key internal stakeholders are? Identify them then build teams and processes to help create seamless customer experience.
Chat as a customer engagement channel is being used more widely today than ever before. All demographics use it widely, even the Older Boomers (ages 57 to 67) and the Golden Generation (ages 68+). Users are satisfied with chat interactions as they can be less painful than a phone call or a self-service session gone awry. Proactive chat — triggering of chat invitations based on a predefined set of visitor behaviors - is also on the rise, with 44% of US online consumers saying that they like having a chat invitation appear to help answer questions during an online research or purchase, up from 33% in 2012 and 27% in 2009.