Disruption Coming For MDM - The Hub of Context

Michele Goetz

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:

  • Big data is influencing MDM strategies and plans
  • Moving from MDM silos to enterprise MDM hubs
  • Linking MDM to business outcomes and initiatives
  • Cloud, cloud, cloud
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Big Billion Day Exposes The Opportunities And Weaknesses Of eCommerce In India

October 6, 2014 — “Big Billion Day” — was marketed by Flipkart extensively, both online and offline. The founders of Flipkart, Sachin and Binny Bansal, sent a personalized email to registered users announcing the date and mentioning their emotional connection with the number 610 (the number of the apartment from which they launched Flipkart in 2007). October 6 falls in the festive season of Diwali, a period that accounts for 40% of the total sales of key brands in India. Online and offline retailers are competing for a major share of sales during this year’s Diwali.

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.

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New Streaming Service From ESPN And The NBA Rumored: No Cable Subscription Required

Jim Nail

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.  

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Q&A With Siqi Chen, Cofounder And CEO, Heyday

John Dalton

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?

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As Tablet And Video Display Gains Momentum In Europe, Forrester Expects Online Display Revenues To Reach €11.9 Billion In 2019

Luca Paderni

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.
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Video Growth Drives Display Advertising Spending To $37.6 Billion In 2019

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.
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It's time to fall back on the loyalty basics

Emily Collins

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:

  1. 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.
  2. 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.
  3. 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.
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Leverage the Power Of Proactive Chat For Predictive Engagement

Kate Leggett

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.

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Free Enterprise Software On The Horizon

Nigel Fenwick

Free software in exchange for dataHubSpot's announcement of a free CRM suite coming in 2015 may be a harbinger of change for CIOs.

The digital economy is different from the economy of our parents' generation: Everything moves faster; customer expectations evolve almost overnight; new digitally enabled products open new opportunities; companies can scale at a pace that would have been impossible twenty years ago; and data has tangible value.

Now that companies like Salesforce.com have proven the cloud-based software model, CIOs embrace software-as-a-service (SaaS) as a viable option. The idea of paying for only what you use entices CIOs as budgets are squeezed. With a SaaS model it is much easier for CIOs to pass along software costs to each business unit P&L or departmental budget.

But why would a rapidly growing company like HubSpot — a provider of inbound marketing tools to the SMB market — launch a new CRM solution as a “freemium” offering?

The answer lies in one of the key changes brought about by the digital economy: Customer acquisition trumps revenue generation when establishing a digital business — revenue generation will come later and not necessarily from traditional sources.

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Five Unique Customer Benefits Of The SaaS Model: Learnings From Workday Customers

Liz Herbert
Clients tell us they are turning to SaaS not so much for cost savings but primarily for greater business results: greater business agility and improved collaboration inside and outside the enterprise. But, what can SaaS applications provide that traditional, single tenant applications cannot?
 
At last week’s Workday Technology Summit, we heard firsthand from some major brands about the unique benefits they are achieving from using a SaaS solution:
 
1. Continuous innovation. Workday customers talked about two components to this benefit: 1) seamless, frequent, automatic upgrades and 2) ability to deploy changes quickly into your live environment.  
 
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