So how was your winter? I hibernated, holed up in a cave studying the interactive attribution category. Like a freakish, human Punxsutawney Phil, I emerged – but unfortunately I saw my shadow and hit the snooze button. According to tradition, this means that we are subjected to more cold days ruled by the "last click" measurement standard. And we're still stuck in those cold days: even among marketers we surveyed who work with an attribution provider, 28% indicated that they still rely on "first click" or "last click" to assign value to their interactive marketing activities.
Now for the good news: the thaw is coming and we’re optimistic that it will be permanent. I’m excited to announce that The Forrester Wave™: Interactive Attribution Providers, Q2 2012 is now available to help you select the right partner and learn more about attribution. In it, we discuss how momentum is accelerating for the interactive marketing community to dismiss "last click" and employ advanced attribution, the measurement of the partial value of each contact that contributed to a desired outcome.
Mobile digital wallets are emerging and going beyond payment. New technologies, mixing QR codes, apps, personal financial management software, NFC, and many more, are combining to convert mobile handsets into digital wallets that combine not just payments but also receipts, vouchers, and loyalty. Beyond the convenience of using the phone for payment, consumers will benefit from post-transaction elements such as location-based coupons or enhanced product information at the point of sale (POS).
We’ve not seen a single day without a new product launch, start-up creation, or acquisition — or a new strategic alliance between banks, payment networks, Internet firms, or mobile operators.
So what’s new today? Telefonica 02 just announced the launch of O2 Wallet in the UK.
We believe that the O2 Wallet is, for now, the most comprehensive mobile payment solution in the UK – available to a majority of smartphone owners, whether they are O2 customers or not. The new product combines the following functions:
Money Message — This gives customers the ability to easily transfer money to any UK mobile phone number.
Adopting a social mindset requires a change in culture. Tough to accomplish. Now layer on top the added complexities of a B2B sales cycle, strict industry regulations, and dozens of regional markets. Welcome to the world of Clive Roach, Social Media Strategist at Philips Healthcare and keynote at our upcoming Forrester Interactive Marketing summit in London on May 23. Clive has managed through these complexities to create successful B2B influence marketing programs in customer communities like Philips NetForum and public communities like LinkedIn. I recently caught up with Clive to learn more about how he did it. I hope to see you in London where Clive will share the full story!
CO: What’s unique about nurturing influencers in a B2B environment?
CR: Building relationships is the key aspect of nurturing influencers in a B2B environment. In many B2B industries the sales cycle can be quite long, and much longer than in B2C situations. It is important to work towards long lasting relationships, where you can learn about the needs and interests of the influencers that you have identified and that you supply them with information and continue to have dialogue that is useful to them. In that way both parties have a win-win outcome. It is also possible to find out the channels within which they are most effective.
CO: You gained the buy-in of Philips board on your social media strategy proposal. What tips would you give to others to gain the support of the C-suite?
In 2007, Forrester published our first report on engagement. We defined it as "the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time." Fast forward five years: marketers still prioritize engagement in both principle and practice. Why? Two reasons, really. First, it's the right aspiration. When a brand gets it right and earns a place in the ongoing dialogue, its customers become its fiercest advocates and a kind of outsourced marketing department. Second, it's hard to do. Today, we're talking about ongoing interactions that somehow manage to stay authentic and personal despite the explosion of devices and customer touchpoints. So, as marketers, I believe that we prioritize engagement because we enjoy the challenge (Solving it makes victory all the sweeter!).
On May 23 in London, I'm hosting our inaugural Interactive Marketing Summit on the topic of Mastering Digital Engagement. Our external keynotes include Debbie Weinstein, Senior Director of Global Media Innovation at Unilever; Clive Roach, Social Media Strategist at Philips Healthcare; and Jermaine Dupri, Grammy-award winning producer, CEO of So So Def Recordings, hip-hop artist, and songwriter. I'm a bit in awe of their fabulousness. You can expect our keynotes to address key points such as:
I am writing this blog from a country club in beautiful (albeit rainy) Virginia. It seems like yesterday when I was in warm LA for the Forrester Marketing Leadership Forum. What a difference a week makes! Our sales enablement and tech marketing teams have a 3-day offsite here to dive very deep into our clients' problems and how Forrester can help solve them. In order to tackle these problems, we must start with the critical step of understanding everything we can about our customers. For example, Forrester has surveyed business technology buyers over the past 4 years to gather data on their on line behaviors. This data is commonly known as Forrester's Social Technographics™ ladder. This intelligence is priceless to our Forrester clients, who more often than not are skeptical with regards to B2B buyers' use of social media. There is a general perception that social media primarily applies to consumers, not B2B buyers. Well, if you still don't believe that B2B tech buyers use social for work purposes, think again! I created an infographic to show that B2B buyers continue to engage online for work purposes and in more ways than you may think. They are commenting on your products, creating video, writing blogs, and posting status updates. And this just scratches the surface!
Wearable devices, or “wearables” for short, have enormous potential for uses in health and fitness, navigation, social networking, commerce, and media. Imagine video games that happen in real space. Or glasses that remind you of your colleague’s name that you really should know. Or paying for a coffee at Starbucks with your watch instead of your phone. Wearables will transform our lives in numerous ways, trivial and substantial, that we are just starting to imagine.
In a new Forrester report out today, we argue that wearables will move mainstream once they get serious investment from the “big five” platforms — Apple, Google, Microsoft, Amazon, and Facebook — and their developer communities, and we give advice to product strategists who want to stay ahead of the wearables curve. Key takeaways:
To gauge how far organizations have come with their mobile initiatives, Forrester conducted the Q4 2011 Global Mobile Maturity Online Survey among executives in charge of their companies’ mobile strategies.
Since 2010, fewer companies report not having a mobile strategy in place. Between Q3 2010 and Q4 2011, the percentage of companies we interviewed that have no mobile strategy or are at the early stage of defining one has significantly decreased, from 57% to 31%. C-level executives are increasingly in the driver’s seat, and mobile is moving away from a test-and-learn approach to fueling companies’ corporate goals. Mobile is primarily viewed as a way to improve customer engagement and satisfaction.
However, the majority of companies face organizational issues and struggle to allocate the right resources for mobile and to measure the success of their mobile consumer initiatives. The main obstacles they face are these:
■ Lack of measurable business goals clouds early success.
■ Limited investment, resources, and expertise slow progress.
■ Cross-functional and cross-geographical complexity cause inefficiency.
There are plenty of new disruptive platforms emerging from tablets, from game consoles to connected TVs, but mobile will be the primary platform for global product innovation. Only mobile phones can offer such a global reach.
To prepare for the accelerating pace of mobile disruption, product strategists should help other internal stakeholders rethink the life cycles of their mobile applications and services and drive innovation via smarter apps, richer data, and converging technologies.
Analysts and press have paid much attention to the cannibalistic relationship of tablets and PCs — but there’s another screen whose relationship to the TV is worth considering. My colleague Annie Corbett and I published a new report today on the relationship between tablets and TVs. A few key takeaways from the report:
Tablets complement TV in the living room. Tablets are displacing PCs and smartphones as the “couch computer” of choice: 85% of US tablet owners use their tablets while watching TV, and according to Nielsen, 30% of total tablet time is spent while watching TV. The tablet’s complementary nature to the living room TV gives a raison d’etre to “second screen” apps like Miso, GetGlue, and Viggle that engage consumers in conversation and content related to what’s on the big screen.
Tablets also turn TV into a “dumb” device. A surprisingly high percentage of tablet owners — 18% — say they connect their tablets to their TVs via HDMI or VGA cables (the second- and third-gen iPad can do this, as can many Android tablets, but the Amazon Kindle Fire and Nook Tablets cannot). As much as Samsung and others have promoted “Smart TVs,” the reality is that consumers with tablets think their tablets are even smarter, and at least some of the time prefer to watch the content from their small device on the big screen.
I continue to believe that most consumers using an NFC device in 2012 will more likely use it for device-pairing or data-sharing purposes than for payments. Pairing NFC accessories and reading NFC smart tags will open up new opportunities. NFC will be a key technology for interacting with the world around you — and it is time to test it, as highlighted in this recent piece of research written by my colleague Anthony Mullen. There is an ongoing debate about bar codes’ potential replacement by NFC; I think both technologies serve different objectives and have different advantages but will continue to co-exist. Radio and optical technologies are converging, as highlighted by French startup Mobilead, which does a fantastic job of delivering a great branded experience mixing QR codes and NFC tags.
"I went to the Starbucks at the [redacted] campus today in between classes to pick up a drink. I was in a pretty good mood and I left the store with my drink. On my way to class, I noticed that the Barista had a better name for me. (See the picture attached). I have no clue what made the person write that. I wasn't mean at all. I don't think I'll be going back. That's too bad for Starbucks since I usually go 1-2 times per day. I'll be taking my business to Peet's Coffee.” - "Why Did Starbucks Write "Big D*ck" On My Drink Cup?" on The Consumerist.