We recently surveyed over 100 interactive marketers about their on-line measurement practices for my report "Committing to Meaningful Digital Metrics." I was intrigued to find that interactive marketers are not very confident in their ability to measure their on-line marketing. While traditional media is notoriously hard to measure, it has been around for a long time, so marketers are used to the metrics they have and essentially accept them. However, interactive marketing is still new, so while it seems very measure-able, few marketers have established reliable measurement techniques. In fact, even direct response marketers have major room for improvement. Here is how marketers rated themselves across three different types of interactive marketing measurement.
At the end of this year, Forrester expects mobile Internet penetration to reach 17% in Western Europe — the same adoption rate for the PC Internet a decade ago. At that time, mobile phone penetration was still below the 40% threshold and mobile shops were opening at every high-street corner. Companies were only starting to launch their web presence and to anticipate the impact of the Web. Operator-branded mobile Internet solutions would only launch 3 years after and 3G in 2003/2004.
10 years after, the mobile Internet is reaching critical mass and a virtuous mobile Internet cycle is kicking off. Consumers who have a flat-rate data bundle spend more and more time on the Internet from their mobile phones, brands begin to launch their mobile Web presence to monetize these growing audiences and engage with their customers via more relevant mobile content and services, which in turn attracts more and more consumers to unlimited mobile Internet tariffs.
The current economic climate will lengthen handset renewal cycles, foster the development of low-cost offerings, and boost the uptake of SIM-only contracts. Operators are likely to postpone major investments in new networks such as 4G / Long-Term Evolution, despite early trials and commercialization in the Nordics. However, it will only slightly reduce the pace of growth for those elements that stimulate mobile Internet usage: 3.5G and Internet-centric mobile phones as well as all-you-can-eat data plans will be widely available in the next five years. That's the reason why Forrester expects mobile Internet to grow to 39% by the end of 2014. That's a lower end point than for the PC Internet in 2004, but the growth curve per se looks quite the same.
The FCC is launching a wide-ranging investigation of the wireless industry. FCC Chairman Julius Genachowski wants to "look more broadly at all of the elements that affect the mobile marketplace."
Included in the sweeping study will be mobile application developers, software makers and mobile content providers, many of whom have an advertising component as part of their business models.
Marketers need to keep an eye on this probe. It could lead to some significant changes for carriers, and by extension how advertising fits in with mobile applications and mobile Internet services. With a probe this open, it's hard to tell how far it will go, and what new regulatory changes might be imposed. But one thing seems certain with this more hands-on commission: the landscape is about to shift.
What's your take? How will the FCC probe impact the mobile landscape and mobile marketers? Post a comment below.
If you're a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you're not using social media or influence marketing, it's time to reevaluate your strategy. Our new report, Brands Should Reach Gen Xers Through Word Of Mouth, sheds some new light on these consumers and their use of social technologies.
I’ve been busy preparing for the launch of a new Technographics syndicated service, expanding our consumer data coverage into Latin America. Forrester’s Consumer Technographics service already interviews nearly 300,000 consumers in North America, Western Europe and Asia Pacific about their behaviors and attitudes related to technology.
Why are we adding Latin America? We’ve been receiving client requests for consumer data in this region for several years, given its fast pace of economic development and “emerging economy” status. Here are some of the factors we took into account:
Size of markets. About 9% of the world’s population resides in Latin America and Caribbean countries, and about 11% of the world’s Internet users reside in this region. With more than 73 million online users, Brazil is the 4th largest online population after the US, China, and Japan.
The new N900 is a departure from Nokia's regular evolutionary extensions to the Nokia handset portfolio that build on previous models. It's the first big reaction to the many new entrants that have arrived in the high end Internet phone market over the last two years (Google's Android, Apple, Palm's Pre etc.).
While the Nokia N97 that launched earlier this year used a variant of the same software used in every high end Nokia Internet phone for over five years -- Symbian Series 60 -- the N900 does not. For the first time, Nokia is launching a high end Internet phone using Linux. And note, The N900 is using Maemo, and not Android.