Is it me or my expectations? My mobile travel applications have only improved over the past 12 months (and I mean this sincerely), but my disappointment has never been so acute. Why? My expectations have never been higher. I access information more frequently (see Ted Schadler's and John McCarthy's Engagement report -- they quantify this), and I expect more accuracy. In the absence of tethering my computer or tablet to to my mobile-phone-turned-hotspot (difficult on the move), I turn to my mobile phone for services. "Immediacy" is what makes mobile so valuable. If I can't get real-time, accurate information on the go, then how useful are the mobile services?
11. (an extra) When I use the mobile app to add the boarding pass to Passbook, why does only one of two boarding passes go there when I have a connecting flight?
10. I uploaded an update to the loyalty program from the hotel chain. It deleted all of my account information. Awesome. Really guys?
9. I searched the mobile app, mobile web, and full web for a way to recover my account number - not possible in my 10 minutes of searching. Only possible to get password.
8. I called customer service (hotel brand) while sitting on the plane to get my account number. They asked me to state my password out loud (while on the crowded plane). I gave them the password, and they told me it was incorrect. They proceeded to ask for all of my additional security information (e.g., mother's maiden name). "We have these rules in place to protect your privacy and ensure the security of your account." I'm thinking, "My hotel frequent stay account??? It's easier to get my user name and password from my bank!!" Terrible user experience.
Allow us to paint a vision of the future for you: After interactions with your favorite companies, no one asks you how you liked those interactions. Your email inbox contains no requests for a few minutes of your time. No one asks you to wait on the phone line to answer a few questions. The word "survey" has vanished from your vocabulary.
At the beginning of this year, I took the time to sit down with my colleague Dan Bieler, principal analyst on Forrester's Business Technology Futures team and a specialist in the telecom space, to discuss the top trends that will affect the European telco landscape this year.
Although we believe that the business/consumer split is increasingly vanishing, we decided to split the top 10 carrier themes that will matter in the European telco market in 2013 by enterprise and consumer perspectives.
In the enterprise segment, we see five main themes:
Over the top (OTT) and app-based communication services will become part of the IT landscape. OTT voice, social media, and messaging will spread in the enterprise space at the expense of traditional services. Our research shows that professional workers who travel are the most likely to embrace application-based communication services, often irrespective of what their company’s official IT policy is. Still, 2013 will not be the year (yet) that sees RCSe becoming a B2B2C communications platform.
Cloud-based enterprise services by carriers will see increasing interest from businesses. Communication-as-a-service will receive increased attention by CIOs as they plan UCC projects. However, as our research shows, carriers will not be perceived as the top choice of providers for cloud-based services. Mobile device management firms like AirWatch and MobileIron will offer reselling opportunities for carriers but limit the carriers’ ability to add value around device and app store management. Business models for cloud-based data analytics of end user demand will grow in importance in 2013, but will begin to materialize on a larger scale only in 2014.
In our new report "Mix Art And Science For Marketing Success," we introduce a new model: The Marketing RaDaR. This model (which serves as an update to our previous 'interactive brand ecosystem' model) is designed to help you build marketing programs and strategies that support your customers all the way through the customer life cycle — and is based on data we've collected about which channels they use at each step of the customer journey.
Poor Elias St Elmo Lewis. When he first described the sales funnel more than a hundred years ago, he was trying to map the path a single customer took to a single purchase. Little did he know how badly we’d one day abuse his model. In recent years some marketers have tried to weld ‘loyalty’ or ‘advocacy’ onto the bottom of the funnel, others have tried to ‘flip’ the funnel, and many have longed to bury the funnel entirely — all in an effort to find a model that better reflects the ongoing relationships between companies and their customers.
I stink at New Year’s resolutions. My track record is so bad I’ve all but given up making them in my non-work life. But as a professional exercise, it struck me that writing down some New Year’s resolutions could actually be a really great thing, something I could refer back to throughout the year to remind me of important unanswered questions I had at the start of 2013.
For me, this year must be about continuing to evolve my thinking on what it means - and what it takes - to be a successful 21st century marketer. This means thinking beyond my favorite acronyms, the display media LumaScape, and RTB growth numbers, and aiming bigger and broader. So, this year, I resolve to:
Prove the value of programmatic buying, data management and advanced attribution. I want to know, and show, once and for all that there are real, tangible, bottom line benefits to adopting these tools and practices - to the industry, to marketers, to the agencies who support them, and to the publishers who serve them. I genuinely believe that if buyers embrace the concepts outlined in our report, The Future of Digital Media Buying, it’s a money-making decision in the long run. But the best way to convince others is to prove it! So I’m fielding a survey to marketers and agency folks right now to try and get some answers. In fact, if you’re a marketer or agency person (no vendors please), I’d LOVE for you to take the survey. It’s here.
A few weeks ago, the four largest Dutch banks revealed that the number of app users had doubled again in the past year. Dutch mobile phone users are checking their current balance twice as often via their phone as they do via their PC. Unsurprisingly, activity peaks around payday. Given that mobile can be seen as the most important development in financial services in recent years, it is time to get your mobile act together. Digital teams at financial services firms should think seriously about adding relevant mobile touchpoints to their distribution channels. What does this mean for specific sectors of the financial services industry?
Mobile is crucial for retail banking. As my Forrester colleagues Peter Wannemacher and Tiffani Montez show, mobile banking is not just a business opportunity — mobile banking is an imperative. As we can see from our Dutch news story, mobile banking is now growing rapidly in some countries and will displace online banking for everyday tasks like checking account balances, viewing transaction histories, making transfers, and paying bills. Great design is key, however: One nice example is the mobile app from Dutch banking challenger KNAB, in which inter active design and functionality deliver convenience and simplicity:
A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”. That is still true, but the wisdom has morphed a bit with the times – as wisdom is wont to do. Today’s B2B buyers control their own journey through the buying cycle much more than today’s sales person controls the selling cycle. Although it varies with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out for a sales person. For many product categories, buyers now put off talking with sales people until they are ready for price quotes. This new dynamic changes the role of B2B marketing in a fundamental way. “Lead Generation” was generation 1.0 of “Lead-to-Revenue Management”. It’s no longer enough to provide qualified leads to sales. It’s still necessary, but it is no longer sufficient. In 2013, it’s the role of marketing to guide the customer through the early stages of the buying journey. Today, marketing owns a much bigger piece of the lead-to-revenue cycle. B2B marketers must take responsibility for engaging with the customer through most of the buying cycle. This new remit is not without its challenges: vision, resources, organization, skills, process to name a few. That’s why I am getting more and more excited as my colleague Peter O’Neill and I toil on creating the “just for marketers” track at the upcoming Forum for Sales Enablement Professionals in Scottsdale, Arizona on March 4th and 5th.
My Facebook account is now part of the beta group for Facebook Graph Search, and I’ve spent some time taking it for a spin.
It’s clear this will be a powerful feature, but as Nate Elliott has already blogged, it feels like something Facebook should have built some time ago. What I predict to be the most common searches, such as “which of my friends live in London” or “people my friends are friends with who work at Ford Motors,” are powerful, but basic, features that users have been requesting for a long time. The first rollout will also be missing obvious road map features, including the ability to search for links and status updates that you or your graph have posted.
The success of any individual Graph Search reflects what data (and activities) users directly provide Facebook, and today, many of the online activities that Graph Search encompasses take place on other social properties. Facebook often facilitates the social graphs of the other social properties with Facebook Connect, but Graph Search cannot “see” into that data. The average Facebook “like” is also less meaningful than Facebook's development team hopes, as others have also blogged.
GPS-enabled smartphones have made location the cornerstone of the mobile experience. Location powers popular smartphone apps such as Foursquare, shopkick, and Yelp; overall, navigation and mapping apps are the third-most-used category of smartphone apps, ranking higher than gaming, news, and shopping. Yet, as important as location is, its dependence on satellite-based positioning systems prevents it from playing a significant role indoors -- where we spend up to 90% of our lives.
As I discuss in my new report, Next In Tech: Indoor Positioning, indoor positioning technologies are rapidly changing this situation by enabling users, venue owners, and app developers to determine a person's (or object's) position inside buildings. The impact of this change will be profound:
Make the physical world searchable down to the object level. By geotagging objects (through manual tagging or low cost tracking beacons), indoor positioning will make it possible to search for products and objects in the physical world as easily as we can on the Internet.
Provide a new platform for in-store shopper engagement and experiences. Indoor positioning will not only help shoppers with tasks such as locating products on shelves, calling for assistance, and accessing in-store services but will also enable retailers to engage shoppers in real time as they shop.
Digitize the call for help. Requesting help in venues will soon go digital, as indoor positioning will enable the help to come to you rather than you going to the help.
Sixty-seven percent of interactive marketers are currently using mobile or are planning to start using it in the next year, according to our Q2 global executive survey. That’s great news! But before we celebrate mobile finally coming into its own, we have to acknowledge that mobile is still a new channel with a learning curve that needs to be traversed before it becomes a fully integrated part of brands’ marketing programs.
Here’s some more good news: you know those playbooks you’ve been hearing so much about? We’ve just released one for mobile marketing to help you develop your mobile marketing skills and practices, step-by-step, from the ground up. In this playbook, we’ll help you:
Discover just how important the rise of the always addressable customer is to the development of mobile in our vision module. You’ll learn how to pick the best partners to help you achieve your goals out of a vast landscape of agencies and service providers. And in the coming month, you’ll find out how successful mobile marketers built a business case to secure budget and resources for their programs.