Another Year In Review — Revisiting 2012 Mobile Trends

Every year for the past few years, I've been revisiting our mobile trends predictions. So let’s do it again for the 2012 Mobile Trends post I put together a year ago with my colleague Julie Ask.

So many things happened in 2012 that it's difficult to sum up the year. We’ve passed three key milestones in 2012: more than 1 million apps available, more than 100 million tablets and more than 1 billion smartphones in consumers’ pockets!

Let’s take a look at some of the key trends we highlighted last year. We expected product strategists to work with other roles to:

·         Develop a scalable approach to delivering mobile services. Most advanced organizations took a more strategic approach to building and spreading institutional knowledge as well as governance for the development of mobile services. However, the majority still do not coordinate their approach between marketing, IT, agencies, and vendors.

·         Craft a mobile strategy that expands beyond phones. Only the most advanced players differentiated their tablet strategies. I know of a leading online retailer that is now generating 10% of its overall online sales via tablets because of the launch of an iPad app only eight months ago! However, most players still lump smartphones and tablets into the same “mobile” bucket without understanding the differences in the context of use.

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“The State Of Consumers And Technology: Benchmark 2012, US” Shows How Consumers Connect

I am delighted to announce that our annual report on The State Of Consumers And Technology: Benchmark 2012, US is now available. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers have changed over the years. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual Technographics® online benchmark survey that we've been fielding since 1998 and for which we interview close to 60,000 US online adults. The report covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile.

We analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. Age is a key factor behind consumers’ usage of and attitudes toward technology. However, one finding spans the generations: Consumers of all ages embrace the opportunity to find information and connect with people and brands wherever they are. And while online penetration in the US remains the same as a year ago — at 79% of all adults — the depth of Internet usage has grown; more consumers go online on a daily basis and they connect on more devices. The graphic below illustrates our point: US smartphone owners use their device almost everywhere. They aren’t just connecting at home but wherever they go; in fact, they’re more likely to access the Internet on their phone in a store than in their own kitchen.

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Our B2B Marketing Tactics Survey On Revenue Acceleration Has Several Surprises

 

This month, we have been studying the returns from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey of more than 328 B2B demand management marketers in the US and Western Europe. We asked a total of 34 questions, covering the revenue acceleration tactics that marketers deploy and in which lead-to-revenue process phase; how effective these tactics were in terms of conversion rates across the L2R processing; and several other questions about resources. We also asked about their progress in adopting various systems of marketing automation software. Lori Wizdo presented some of this data in her Webinar on November 20which Forrester clients can replay. Data highlights and curiosities include:

·  US marketers prefer tradeshow and print. US-based companies have a 50% larger allocation on this spend item compared with European companies. They also  allocate 30% more for print advertising.

·  Top-performing marketers spend differently. Companies with better-than-planned revenue growth, or where marketing contributed more than 50% to the sales funnel, mixed the 16 possible tactics differently, with the biggest differences in their usage of trade shows, SEO, and social marketing for lead origination.

·  B2B marketers prefer to create their own content, mostly for lead nurturing. Even more, the data shows them stuck in the product marketing comfort zone, and their marketing content fails to deliver at all in the awareness phase.

·  Email campaigns can work, if done well.We asked if they “send out individualized mails based upon prospect-specific data and behavior.” While 30% said yes to this, among the top performers, it was 48%.

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B2B Marketers: Why Link To Your Facebook Group From Your Corporate Home Page?

 

Don’t link to your Facebook brand page from your B2B corporate home page just to show your CMO you know what Facebook is.

Forrester has long-viewed our POST — people, objectives, strategy, and tools/technology, in that order — methodology as a primary tool for social marketers to use when developing a social strategy. This requires thinking about your audience and their social behaviors first (people), then your business objectives that you are using social to meet, then what your strategy should be, and finally, what tools, technology, and platforms will help you reach your goals. Yet I’m having more and more conversations with B2B marketers who haven’t articulated their audience’s business social behaviors about social platforms they maintain a corporate presence on and link to on their corporate home pages.

Your customers’ and prospects’ use of social is exceedingly context dependent — and you only care what they are doing in a business context in relation to your solution. Forrester’s data consistently shows that Facebook is not very influential in the B2B purchase process. For this reason, before you decide to put a link to your Facebook group (or page) on your B2B corporate home page because your peers in other organizations have done so, or your CMO requested it, consider the following questions:

  • Does my audience use Facebook in the context of my solutions (e.g., to talk about networking hardware or financial services), or just in a personal context (e.g., to look at photos of their children’s soccer game or talk about their upcoming vacation)?
  • Do I have an active community on Facebook so that when a customer goes to my Facebook page, they will have a positive experience with my brand?
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Marketing Mondays: December 17th, 2012

 

Hello Fellow B2B Marketers, welcome to the first entry of Marketing Mondays, a weekly blog post highlighting our ongoing research focused on B2B revenue acceleration, as well as an exclusive look into what outputs you can expect in the coming weeks. Kick off your week here every Monday to get a burst of support for your professional success.

The last days of December are busy ones for us here at Forrester. We are not only producing about a dozen reports before the new year and hosting a number of webinars, we are also planning a burst of fresh content to help you thrive in the new year. Our B2B Marketing Tactics and Benchmarks survey, which is recently back from the field, will act as the foundation for much of our first quarter 2013 content. Lori Wizdo provides a general introduction to the findings in her webinar 2013 B2B Marketing Mix Planning Guidance, and over the next couple weeks check back for Peter O'Neill’s analysis of content marketing in the report “B2B Marketers Prefer To Create Their Own Content And Mostly For Lead Nurturing” and Zachary Reiss-Davis’ report on Event Marketing Swag.

Graphic of the Week:  A Results Chain Approach Pinpoints The Key Actions That Drive L2RM Outcomes

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Outside In Holiday Promotion (Part Two) — Book Giveaway!

Our book giveaway contest is over and our 10 randomly selected winners are:

Holly S. from Fannie Mae
Arshad F. from Mobrise 
Thomas Z. from CIO2020.com
Juha-Pekka H. from P&C Insurance
Monika K. from HSBC
Francesco R. from Pasticceria Romeo
Kim P. — @retaincustomers
Christian B. — @CSinnovations4
Derek G. — @derekgardiner
Zsolt N. — @zsoltnagy4
 
Someone from Forrester will be in touch soon. Congratulations, and happy reading!

 

***

What simple innovation brought billions in new investments to Fidelity? What basic misunderstanding was preventing Office Depot from achieving its growth potential? What surprising insights helped the Mayo Clinic better serve both doctors and patients? The solution in each case was a focus on customer experience, the most powerful — and misunderstood — element of corporate strategy today. Your gut already tells you that customer experience is the key to business success. Now you can prove it. Based on fourteen years of research, Forrester’s new book Outside In offers a complete roadmap to attaining the experience advantage.

Want to win a copy of Outside InWe’re giving away 10 copies this Friday, December 14. You can enter to win two different ways:

Option 1: Tweet

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Groundswell B2B Awards

One of the most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And we know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers. This year, we received 45 entries and we judged submissions across seven categories: Listening, Talking, Energizing, Spreading, Supporting, Embracing, and Mobile. 

Earlier in November, we announced the winners and then presented a Webinar to Forrester clients where we discussed the awards process, criteria, highlights, and named all the winners. And we described why they won their awards as well as featuring many other entries that we thought warranted an honorable mention.

Download this podcast to hear more from Kim Celestre, Zachary Reiss-Davis, and myself about the Groundswell B2B Awards (it runs for around 45 minutes):

https://s3.amazonaws.com/ForresterTechnoPolitics/webinar_110812_oneill_celestre_reiss.mp3

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Cuisinella "Shoots And Kidnaps" People On The Street To Promote Kitchens?

The buzz online this week is about quirky French kitchen brand Cuisinella for this video featuring "real people not actors" (the video says) being shot by a sniper, carted off in an ambulance, and forced in to a coffin, for it all to be revealed as a kitchen promotion.

Here on the IM team we're as baffled as anyone else. This couldn't possibly be real, could it? Or is the buzz supposed to be from the debate driven by the campaign? 

The past few years have seen brands escalating with content they hope will shock and, no doubt, go "viral." But this type of advertising is like the last death throes of interruption advertising, with brands trying to scream louder in a world where always addressable customers are now resistant to interruption or, in some cases, even trying to tune brands out.  

Le Figaro reports that the brand has now removed its video from YouTube channel after a barrage of criticism. But, of course, this is the Internet; the video has been lifted and posted to multiple video accounts and will live on for all time - no doubt in many interactive marketers' PowerPoint presentations.

The Globalization of eCommerce in 2013

In 2012, online retailers continued to expand into new geographic areas, with many eyeing eCommerce markets beyond those of North America and Europe. Local partnerships and adaptations were key: In China, Neiman Marcus, Macy’s, and eBay all invested in or partnered with local players to expand their footprint in the market. In India, Amazon launched with Junglee, an online shopping service adapted to comply with foreign direct investment restrictions – in Brazil, the company launched with e-books.

The next year will see eCommerce organizations continue their global initiatives. In 2013, we expect to see the following trends:

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Listen To Customers, Engage With Influencers

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. I’ve been speaking to a number of B2B marketers recently who have begun to move beyond reactive responses to complaints to proactively reach out to people who are speaking out socially and creating influential content about their products and services.

Don’t let yourself be deceived; your key influencers are already having conversations, whether or not you’ve begun a marketing initiative to interact with them.  However, engagement will fuel the fire behind their conversations, and allow you to generate more positive content about your products and your company.  Finally, your engaged influencers, when they are your promoters as well as being influential, can supplement your existing customer advocate (or reference) programs.  Traditional reference programs don’t scale because each reference only speaks to one prospect at a time. By engaging those folks and encouraging them to create public content, you can expand their influence on your prospects.

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