Despite being the largest advertising medium (Forrester projects TV marketers will spend $76 billion on advertising in 2011), TV still lags in its ability to measure anything deeper than basic tune-in. Over the past eight months, we have been covering how recent innovations in TV measurement are making TV ads more targeted and accountable. Forrester clients can read our earlier reports on measurement that discuss media measurement across digital and traditional channels and the future of set-top-box data for TV measurement.
In Elizabeth Shaw’s report, "Use Social Media to Boost Your TV Audience," we make the call that TV networks should “look to new data sources to overlay on traditional data sources to measure the viewer engagement between social media and TV.”
A few weeks back, Bluefin Labs, a three-year-old startup, released a new product that establishes social media engagement metrics for TV shows. The product, Bluefin Signals, analyzes billions of public social media comments and millions of minutes of TV data each month and interprets them into actionable metrics like response level (the volume of comments for a given TV program) and response share (a program’s share of social response during its specific airing time). TV networks will now be able to quantify social media engagement on their programs and drill down deeper than simple tune-in.
To get a grip on your customer experience ecosystem — the complex set of relationships among your company's employees, partners, and customers that determines the quality of all customer interactions — you need to map it, co-create it, and socialize it.
When I say “co-create it,” you might think of websites like My Starbucks Idea or Dell’s IdeaStorm — and those sites are great, but they’re not exactly what I’m talking about. Focus groups might also come to mind — but they’re not what I’m talking about, either. When I talk about co-creation, I’m talking about active participation from employees, partners, and customers throughout the experience design process — from upfront research to in-person ideation sessions and concept testing.
As I mentioned in my keynote at Forrester’s recent Customer Experience Forum, this is an approach that Fidelity Investments has taken to heart. It's been working with the Stanford d.school — yup, that’s “d” as in “design” — to embed co-creation within Fidelity’s organization.
The picture below shows a workshop in which Fidelity employees have immersed themselves with pictures and notes from in-field research looking at how Gen Y consumers interact with money.
My colleague Sucharita Mulpuru and I just published a substantial new Forrester report on tablet commerce, Why Tablet Commerce May Soon Trump Mobile Commerce. Basically, it’s huge already: In a recent study of 2,333 tablet owners fielded by Forrester and Bizrate Insights, we found that 47% of tablet owners report shopping and buying for something on their tablet, and an additional 13% say they’ve shopped on their tablet without buying. Even though smartphones far outnumber tablets, retailers surveyed by Forrester report that 21% of their mobile traffic comes from tablets. With tablets forecasted to reach one-third of US adults by 2015, tablet commerce only has one way to go: Up.
These findings suggest there’s a sea shift coming in tablet product strategy, which we see unfolding in three phases:
Phase 1 (2010-2011): Apple’s iPad catalyzes a media revolution. There’s no doubt that the iPad is used for more than just media — 20% of iPad owners report creating and editing documents on the device, for example, and the massive catalog of business, education, and other non-media apps attest to the iPad’s versatility. But our data shows that after email, media (playing games, watching videos, viewing photos, reading) are the most popular iPad activities. Apple has wrangled the best content from premium publishers, inspiring News Corp to launch an entirely new company just to produce an iPad app.
While all eyes in the online retail space seem to be on social networks and smartphones these days, we’re seeing an emerging trend with tablets that could be the most interesting of all. Only 9% of web shoppers now have tablet devices, but here’s the big deal — most of those people already own smartphones (as well as PCs, of course), and they are saying that they actually prefer to use their tablets for shopping. Not only that, but the ownership of the tablet device itself actually increases the amount of time that people spend online. And we’re anticipating a hockey stick in tablet adoption in the next five years on top of all that. You can read more about these findings in the report my colleague Sarah Rotman Epps and I just wrote titled, “Why Tablet Commerce May Trump Mobile Commerce,” which is based on findings from our joint research on online shoppers with Bizrate Insights. Some of the most compelling aspects that are helping to drive the shopping experience on the device:
The larger screen. Not surprising, given the choice between a smartphone and a tablet, consumers find it a lot easier to use the latter to surf the net, click on links, and type in the critical biodata to purchase something online, especially since PayPal Express doesn’t seem to be integrated onto most mobile commerce sites yet.
The portability. Consumers love taking their tablets around the house and on the go. The living room is the most common room where the tablet is used, but out of the home is also popular, particularly at restaurants and in airports.
Every summer we play host to the Forrester Groundswell Awards, a contest to find the best examples of social media success. This will be our fifth year running the awards (and my fourth year helping organize and judge entries), and I'm eager to see how far we've come in the industry. To see highlights of previous years, check out this earlier post on past Forrester Groundswell Award Winners.
These awards are a great opportunity for you (or your clients) to get recognized for your work. We publicly highlight the best applications here on the Forrester blogs, announce the winners at Forrester Conferences this fall, and often use many of the winning (and runner-up) entries in our research throughout the year. So if you want exposure for your success, it's an easy way to get your work in front of the masses.
July has been a “sizzling” month so far, and I don’t just mean the weather. Although its pretty hot and humid here in Miami, the market research world has been burning up with talk about mobile market research over the past three weeks. First, we kicked off the month with a debate I moderated about whether mobile research is the great hope or the false dawn. You can listen to a recording of the lively debate here. And now, the Merlien Market Research in a Mobile World conference just wrapped up. This conference brought together more than 200 client-side senior executives, market researchers, and mobile developers to discuss the challenges and opportunities mobile technologies can bring to generate customer insights.
Is all of this talk warranted? Yes! Just take a look at some of these facts. Forrester forecasts that by 2014, 65% of the world’s population will own at least one active mobile phone (click here for details; subscription required). And, earlier this year, Mary Meeker of Kleiner, Perkins, Caufield & Byers stated that we have globally reached an inflection point in Q4 2010―the global shipments of smartphones and tablets surpassed the global shipments of desktop and notebook PCs.
Today I had lunch with a favorite colleague (from my pre-Forrester tech marketer days) who owns a marketing agency in the San Francisco Bay Area. We had a very lively discussion about how his agency is seeing an explosion in demand for B2B social media strategies. He is in the process of adding headcount to his social media team to meet the needs of his clients, and he is excited about the potential he sees in the B2B space. I have heard similar feedback from other agencies and clients who want to take advantage of the opportunities social media has opened for B2B.
Social media is playing an increasingly important role for B2B marketers who want to build improved customer engagement models that drive value. This should not be surprising considering the social nature of individuals who work in a business environment. Information is constantly exchanged within one's network of colleagues, peers, vendors, customers, and partners. These relationships are critical for success and social media facilitates the interactions required to grow and nurture them.
Before becoming an analyst serving technology marketers and focusing on the organization and automation of marketing processes, I (Peter O'Neill) had the more traditional orientation of covering a specific market — IT management software (ITMS) in my case. I remember being engaged with several ITMS vendors in the last months of that previous life discussing the same thing: how to address other market segments. Many of them selling in the enterprise segment tended to be tempted into what they call the "midmarket," which is companies with 500 to 999 employees and is perhaps more enterprise-like than small-business-like, so it seems like a safer bet. Forrester names this the "medium-large" segment in our data reports. Some were even ambitious enough to consider the SMB segment.
I was always pretty clear in my recommendations on how to market to the midmarket or SMB segments if you’re an established enterprise software vendor: Develop segment-specific solutions; use a different brand if possible; and know your channels well. None of these things are easy though and, to be honest, most enterprise vendors take the easy way out. They merely:
· Design some cut-down version of their enterprise products
· Tweak their pricing model but then worry obsessively about “cannibalizing” enterprise sales
· Go looking for channel partners but usually end up with the same ones from their enterprise segment
For this reason, enterprise software vendors that have failed miserably to scale down their products or sales channels litter the tech industry.
I have a great interest in history. I always have.
I grew up in the North of England very close to Hadrian’s Wall. In fact, the remains of the Vallum (the defensive ditch dug behind the wall to keep out marauding Pictish warbands) ran through the playing fields of my high school. I grew up wondering what far-flung Legionaries had stood on that wall on cold northern nights. Imperial citizens from Rome itself. Germanic mercenaries from the Rhine. Gaulish Auxiliaries from France. A constant reminder of the diversity of people, cultures, and beliefs that made up the Roman Empire.
So history has wound on, through war and peace, trade and intrigue, to bring us to 21st century Europe. We have a European Union. A single currency. We even have a flag. So Europe is well, Europe, right?
If history has taught us one thing, it is that a massive diversity of language, currency, habits, attitudes, and beliefs thrives in Europe, and this directly affects the way in which Europeans (or rather British, German, French, Italian people, etc. -- because we are all different) use the Internet to shop. What they buy online, how they pay for it, how it’s delivered, and what their service expectations are, are to some extent shaped by the eCommerce offerings of retailers within their respective countries, but in a large part are led by national culture and behavioral norms.