Overloaded with Vanity URLs?

Do you get the feeling that vanity URLs are everywhere?  I'm seeing at least two or three a day, maybe more.  Not surprising - the number of registered domains in the world increased 27% between 2Q05 and 2Q06, according to Verisign, to over 105 million domain names in use.

But I have a problem with vanity URLs...I usually can't remember the addresses!  Vanity URLs are supposed to be clever and creatively relevant ways to drive site traffic - for people with good memories.

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So You Know Your Net Promoter Score . . . Now What?

Hi – It’s Christine Overby here, and I’m currently working on research about Net Promoter. I got the idea after participating in a Forrester leadership board session where everyone in the room seemed to be using Net Promoter. One client asked a great question: “Is Net Promoter the only real metric that matters?”

My first reaction was: No!

Don’t get me wrong. Net Promoter is a great tool. It’s straightforward, easy-to-implement, and Fred Reichheld and team have oodles of data showing the correlation between a firm’s Net Promoter Score (NPS) and its growth. But I wonder: If we focus on NPS exclusively, do we miss the nuances and other indicators of growth and profitability?

For example, what if Best Buy’s “demon” customers were the lionshare of its promoters? If this were true, then a singular focus on Net Promoter might drive growth, but profits would go down the tube.

Also, isn’t a promoter with great influence (a “connector” in Malcolm Gladwell’s world) more valuable than one who, for whatever reason, isn’t always taken so seriously?

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McDonald ' s Integrates Mobile/Online Channels

A few months ago, I registered with McDonald's online after entering a sweepstakes on my cell phone with a short code. Since then, I have been receiving emails for which I opted in. They have been pretty hit or miss in terms of leveraging the fact that they sourced me from the mobile channel. Since launching their Monopoly Best Chance Game, they have been sending me emails about once a week to update me on current prizes. About a month ago, there were ring tones. Now there are Jamdat games. Finally they hit the market with matching email content - whether intended or not - to channel.


Consumer Forum EMEA: Integrating Social Media

Hi - Brian Haven and I will be at the Consumer Forum EMEA, 20 - 21 November in London.  The theme of the event is "Integrating Social Media" which reflects a content focus on making things real.

If you can't make it over for the event, you can participate via our Integrating Social Media blog.  Our intent is to start the discussion before the event, enrich it during the Forum experience, and continue the debate afterwards.

If you are in town, drop me a line and let's meet up!

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Owning the " air " (?) on your property

The FCC ruled yesterday that Boston Logan airport can't forbid it's tenants from setting up their own Wi-Fi networks. See article.

I think it's the right decision - that's the point of unlicensed spectrum. No one owns it. You can't have all of the benefits - scale, low cost, standards, interoperability - if it's not.

Living in a city though, I understand the frustration. I can "see" quite a few access points from my flat in SF. I dread the day that a Muni network is overlayed or my neighbors set up 802.11n.


Disney MVNO Marketing Shifts to Value

See article.

It always seems to come back to value. Gutsy to ask your customers to commit to two years, but the right thing to do.

Saw an ad for a Steamboat Willie LG phone on the site as well. Who is Steamboat Willie?


Do Marketers Really Need Permission?

Into every Forrester analyst's life a little blogging must fall! As the last blogging neophyte on our team I've put off introducing myself far too long. Okay, I admit it, I found the medium a bit intimidating but it's time to practice what I preach and find out what it's like to put my brand out online.

I find myself thinking a lot about the importance of permission for marketers. As consumers increasingly opt in to the things they want (personalized content, websites that match their hobbies and special interests, social networking sites) and out of the things they don’t want (ads, dull programming, traditional marketing pitches) marketers are going to have to spend a lot of time getting permission from consumers and figuring out how to hold on to it.

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How should marketing service providers evolve?

We're all finally settling down from our blockbuster of a consumer forum in Chicago last week (check out http://blogs.forrester.com/consumerforum for summaries, thoughts, and highlights from the event) and processing some of the learnings that came out of our client conversations. I didn't end up listening in on very many of the main tent speakers as I was pretty booked with one-on-one sessions. These are 30 minute, in person meetings that forum attendees can book with the analysts of their choice to discuss business issues. I was definitely tired after my few days of back to back one-on-ones, but to be honest, I came back to the office pretty recharged. I've been so heads down on research of late, that it was really nice to engage with clients face to face. I really enjoyed sharing ideas and meeting the real people who are out there reading my research!

One topic that came up several times in one-on-ones with different clients is: the role of the service provider in the next era of marketing. We've all been talking about integrated marketing for years. And this year's forum theme pushed integrated marketing even further by looking at how to "Humanize the Digital Experience." This means the entire integrated customer experience.

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