Cardlytics Provides Interesting Revenue Opportunity For Banks and Credit Card Providers

One of few last places that a Web user can navigate in relative peace free from marketing and advertising is when viewing their financial accounts online. That may just change with a service being offered by Cardlytics.

The service is very simple. Online financial service users will be targeted within their secured online session with targeted merchant offers. These offers will be placed within their transaction history activity and be relevant because they are based on where users typically shop.

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Social Media's Impact on B2B Marketing Budgets?

For the third year, MarketingProfs and Forrester teamed up to author and field a survey that looks at business-to-business marketing mix and budget trends.

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Quarterly Tracking Studies Combine Quantitative and Qualitative Data

One of the benefits of working at Forrester (for a data loving person like myself) is having such a wealth of quantitative data on hand through our Technographics program. Of course, the data on hand doesn't always answer every question our clients have.

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Call for participation: Using social media for financial services marketing

I've had the opportunity over the past year to work with a lot of banks and credit unions, insurance providers, and investment management firms. Marketers at financial services companies face a number of challenges other marketers don't -- most importantly, confusing and often ill-defined government regulations -- but yet I've been impressed with the social media efforts I've seen from many companies in this category.

I've decided to research and write a report on how financial services marketers can most effectively use social media. We'll be including lots of our data on how different types of financial customers engage with social media, of course -- but I'd also like to collect more insight from the marketers' perspective.

If you're a financial services marketer, and you're willing to walk us through examples of how you've used social media, talk to us about how you manage risk and work with your legal and compliance departments, and share with us some of the lessons you've learned in social media marketing, then we'd love to talk to you. You can contact me directly at: nelliott at forrester dot com. Thanks!

Introducing: Our first digital music licensing forecast for the U.S.

We have just published our annual music forecast for 2009-2014 for the US market. Recorded music revenues for the year 2009 are expected to close at $6.3 billion (not including ring tones and ring backs). That's down 13 percent from the year before. The outlook for the near future is not too bright either. Recorded music revenues will continue to decline before settling at around $5.5 billion in 2012.

Some other highlights of the forecast are - 

  • We are still bullish on subscriptions and think that the category will grow both in terms of number of subscribers and revenue in 2010 and beyond.
  • 2010 will be also be a better year than 2009 for the digital download market but its growth rate will be on a downward trajectory thereafter.

It is no secret that the industry has stepped up its efforts to diversify its revenue streams in the last few years. Licensing to digital music services (MySpace, Youtube) and performance royalties from Internet radio are thus becoming an important source of revenue for the industry. We have therefore included revenues from digital music licensing in this year’s forecast report.

Bottom line for digital music licensing is this – revenue from digital music licensing will be a decent amount  but it will be nowhere near filling the hole in the revenue from recorded music created between now and 2014.

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DMA Webinar: Tracking Online Buyer Behavior in B2B

Next week I have the pleasure of speaking to several affiliate groups of the Direct Marketing Association about demand management. Please join me Wednesday, January 13, 2010, for a webinar-based panel discusison about: How to Track a Buyer’s Online Purchase Research Behavior: and then send appropriate messages to influence that buyer’s purchase.

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Why the Media Meltdown Matters to Brands

Back in July my colleague Nick Thomas wrote a report entitled: We Are All Media Companies Now: How Brands Can Benefit From The Media Meltdown.  I heavily recommend you read it. As we enter the second decade of the 21st century its core arguments are more relevant now than ever before.

The fundamentals of media business are toppling as their 20th century foundations crumble.  Consumers are falling out of love with paying for media and striking up illicit affairs with free content, not just because it is free, but also because it is on their terms.  YouTube, BitTorrent and Spotify don’t dictate when audiences watch and listen, they let them take control.  This is great news for consumers but terrible news for media businesses that have spent years building revenues upon near-monopolistic control of supply of content.  This is the Media Meltdown.

Why all this matters to brands is because the tectonic shifts in media value chains are creating exciting new opportunities for non-media companies to become media companies themselves.  Just as Apple transformed from hardware company to media services company with the launch of the iTunes Store, so too are brands such as Procter and Gamble with BeingGirl.com, Tommy Hilfiger with Tommy TV and Audi with its UK TV channel. 

Why are brands such as these choosing to become media companies?  Because communicating with audiences can be so much more valuable a relationship than a cold, hard sell to potential customers.  Engaging young girl readers on BeingGirl.com with articles about what it means to be a young girl on the verge of womanhood means so much more to that audience than an old fashioned TV ad by P&G’s Tampax (one of the brands behind the site). 

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The Lesson Of Meaningful Use: Selling Doctors On Electronic Records

It seems like a no brainer.  Moving from paper-based medical charts to electronic health records (EHRs) will go a long way to improving the quality and reducing the costs of health care in the US. But it’s it been a tough sell, with only about 20% of doctors using even basic EHRs today. To move things along, the American Recovery and Reinvestment Act included an incentive program for doctors and hospitals that move to EHRs.

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Announcing Forrester's Web Site User Experience Review version 8.0!

A few months ago, I asked for your input on our Web Site Review methodology. Harley Manning, Rich Gans, and I incorporated your feedback, scoured the latest academic and human factors research, and reflected on the past 1300+ reviews we've completed. And the result? The latest and greatest version (version 8.0 to be exact), officially renamed Forrester's Web Site User Experience Review 8.0.

What is it? Forrester's Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. It's is an expert evaluation, a type of methodology - also known as a heuristic evaluation or scenario review - that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques.

How does it work? The review process begins by identifying the target users and their goals on the particular site. Armed with this information, a trained reviewer emulates the user and tries to accomplish specific goals on the site. The experience is then graded against 25 criteria. Scores for each criterion range from -2 (severe failure) to +2 (best practice), so overall scores for completed Web Site User Experience Reviews range from -50 to +50, with +25 representing a passing score.

Here are the 25 criteria:

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Will Field Marketers Use Social Media??

This is my first blog in 2010 but I cannot help reflecting about something that happened to me in 2009 - it left me thoughtful for most of the Christmas holiday which, for me as a European is over 2 weeks. In December I was discussing social media with 60-odd field marketing managers from around EMEA and we discussed customer reference programs and lead management among other things. While they clearly understood much of what I was saying to them, they equally clearly resented this one slide which is entitled: “The day in the life of modern marketer”.

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