Here at Forrester we continue to see a lot of industry excitement around mobile marketing. In a recent survey more than 60% of mobile marketers told us they'd continue to increase their spending on the channel despite the bad economy. And according to our latest ad forecast, mobile marketing spending in the US will more than quintuple over the next five years.
There's just one problem: SMS is the only mass-reach mobile marketing channel, and no one -- not marketers, and certainly not users -- seems to like it much.
Welcome to Forrester's newest blog - My colleagues and I will use this space to share our thoughts and engage in dialogue with you about customer experience. We want you to participate by posting comments, challenging our ideas and sharing your opinions.
"Big Blue." That's the image of IBM I grew up with - bloated, rigid, complicated. Come on, you've heard the joke, "How many IBM engineers does it take to screw in a light bulb? More than you can afford!" And I've seen this first hand in the past with IBM Websphere Process Server (WPS).
In 2006, I supported a major enterprise BPM evaluation for a large federal agency. Several vendors were brought in, including Big Blue, to demo BPM functionality. I have to admit, the functionality and depth presented by IBM the federal customer - they literally shook their heads with disappointment. At that time, IBM was force fitting the WPS product to be a human-centric BPM platform. I described it as a "headless horseman" - nice integration functionality under the covers, but missing the required interface for users to interact with their tasks and workflow. The end result of the evaluation: IBM lived up to its Big Blue image and the agency decided that Big Blue was not the right platform for their fledgling BPM initiative (which would go on to become a multi-million dollar, multi-year BPM program).
In an analyst event on Apr. 22nd in London, Symantec outlined their new Partner Management concept – increased focus on a decreased number of partners.
Channel partners are the lifeblood to Symantec’s sales and already contribute ~85% of the business in EMEA - which is expected to increase. This is split into segments; Small Business, which Symantec simply classifies by deal sizes below $5k, Commercial Business, which is above that threshold, and Enterprise Business with named accounts. To better execute on this segmentation Symantec has introduced a new dedicated SB (Small Business) organization and the cross-segment role of Business Development Managers to their ranks.
In Q1 I met with an SEO automation vendor called Altruik. Under development since 2006, Altruik launched in January and provides a technology solution to help dynamic (and static) sites get top search engine rankings.
Before Altruik, I'd had a spate of updates from search marketing automation tools (Marin Software, Kenshoo, Omniture Search Center, Coremetrics), but all focused on the paid search side. Altruik was the first enterprise-level technology I had met dedicated to SEO.
Quickly: The only way CEOs can understand social technologies is by using them.
Content: I've got bad news for you. You can't understand Twitter, Facebook, or blogging by reading an article in a magazine or a report from your CMO. Sure, they can tell you what they are, but you won't be able to truly understand how they could change your business unless you actually use them.
Social is like sex. It's fun to talk about and read about, but you can't truly comprehend unless you do it.
ECM vendor Open Text announced this morning that it intends to acquire Vignette, provider of Web and transactional content management technologies. In some circles, the acquisition of Vignette has been a foregone conclusion for many months now. Vignette has been an established player for years, with an impressive customer base. But the company’s missteps (a major WCM upgrade that stranded longtime customers, questionable expansions into non-core areas, inconsistent customer service and contact) have left them weakened in a market where they should have been able to take advantage of the lack of size and/or stability of some of its competitors. As a result, Vignette’s license revenues have declined in a hot content management market, and the brand has been devalued despite its strong technology.