Two things before I start: 1) A big "Thank You' to everyone who commented on my blog posts, emailed me, or spoke to me by phone about the research called "How To Avoid B2B Marketing Obsolescence", and 2) No, I really don't believe B2B marketers will become obsolete. That was just a title that would get you to read further!
As we enter a new year, business process & applications professionals who want to stay ahead of the pack need to know what to expect in 2009. Uncertain economic times lie ahead, and those professionals who know what is on the horizon will best weather the storm. Here are some key trends in key process and app areas that our analysts predict for 2009:
Financial Performance Management: Financial management professionals stand in the spotlight as the economic downturn continues and companies cope with weaker demand, price pressures, rising costs, and credit constraints. Technology and process strategies in 2009 will focus on improving planning, budgeting and forecasting, and cash and risk management while under the cloud of a very uncertain and unfavorable tax environment.
1) Get the general economy back on its feet. Tech spending correlates closely with GDP growth.
2) Take government action that increases competition in tech markets. Nixon charged IBM with anti-trust -- ushering in the independent software and plug-compatible hardware businesses. Reagan presided over the breakup of AT&T -- setting the stage for massive innovation in telecommunications.
I spoke recently with Stephen Cho, the product manager for the new Google Apps Reseller Program. It's quite clear that Google has learned from its Postini reseller program, from partners like Appirio and Cap Gemini, and from Microsoft's Exchange Online reseller program.
First, the details:
Resellers own the customer. That means billing, first line support, the works.This is in distinct contrast to Microsoft's program for Exchange Online, where partners can sell and benefit from the business, but the Exchange customer would write checks to Redmond.
Resellers get 20% margin. That's in the US, anyway. That means $10/user/year. Period. Have you ever seen such price transparency (and low points) in any reseller program? I haven't. The entire term sheet would fit on a 1/3rd of a page.
Enterprises can't be their own reseller. They have to sell to at least someone other than themselves. Otherwise, this would be a simple way for a enterprise to whack 20% off the already low $50/user/year cost.
Google will provide technical admin support if requested. They won't provide end user support. though. That's one of the value-added services that a VAR can provide.
Yahoo! announced today that Carol Bartz would become its new CEO effective immediately. Read the press release here. For some of the history leading up to this announcement read my past posts and those of my colleague David Card.
[UPDATE, 8 AUGUST 2012: As much as I appreciate seeing this research continue to circulate online, I'd like to note that these findings are now almost 4 years old, and are almost certainly no longer accurate. Just as you wouldn't rely upon Nielsen ratings from January 2009 to tell you what's popular on TV today, nor can the data below tell you how Google is handling search results today.]
If you're like most interactive marketers, you probably don't think much about search optimizing your online video content. Less than 20% of marketers tell us they insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
But if you're not optimizing your videos, you should start. "Blended search," the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.
Recently, we conducted a little experiment to learn more about how search engines respond to common queries. We created a list of 40 of the most-searched keywords -- pulled from the search engines' own lists of popular and fast-growing search terms, like Google Trends -- and ran those searches on Google in the US and the UK, as well as on MSN UK and Yahoo UK.
Since this is my first post here, let me begin with an introduction: I’ve worked at JupiterResearch – now a division of Forrester – for four years in the Paris office - after having spent 6 years in the marketing division of a mobile operator. During that time my research has focused primarily on mobile consumer services: mobile Internet, mobile content, mobile media and marketing, mobile messaging. I joined Forrester via their acquisition of Jupiter in July 08, and I’m excited to join the Forrester Consumer Product and Strategy team.
Since this is prediction time, I'd like to highlight some of the key trends likely to happen in the mobile space in 2009:
1) Tough economic conditions will dominate the European consumer mobile landscape in 2009