Too many marketing leaders still lump tablets and smartphones into the same mobile bucket. That’s a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within the home. Marketing leaders must create a differentiated tablet experience or risk dissatisfying their best customers and missing opportunities to engage when customers discover and explore their products.
Here are the key takeaways from new research I conducted in the past few months:
Tablet marketing matters. Tablet marketing enables marketers to engage with influential customers who spend less time on PCs and print media. People use tablets differently from smartphones, requiring marketers to adapt their approach.
Marketers should use tablets to enhance discovery and depth in the digital home. Marketers will see the benefits of designing immersive tablet experiences for people discovering and researching their brands and products. They should use search marketing to drive better conversion rates and tablet commerce. And they should maximize TV ads by creating tablet extensions for multitaskers as well as creating new marketing experiences in the digital home.
Shift to contextual marketing. Most of us have only had mobile phones for, at most, 12 years. I have already explained here why we’re all mobile teens, figuring out our relationships with others and with brands. Unsurprisingly, marketers face challenges integrating mobile and tablet in the mix. It’s time to stop thinking about devices and instead shift to thinking about contextual marketing.
Marketing professionals are more and more accountable for proving value, and making investment recommendations and decisions, based on business and marketing performance. Marketing mix modeling is quickly being adopted across different industries as the preferred way to measure, forecast, optimize, and plan marketing budgets.
Today, I am pleased to announce the publication of The Forrester Wave™: Marketing Mix Modeling, Q2 2013. This evaluation is a result of countless hours of vendor reviews and assessments, in-person briefing reviews, customer calls, fact-checking, and intensive research work. This Forrester Wave will help firms create a shortlist of providers, based on their unique business needs.
After long days and nights, I am glad to share with you the key takeaways that emerged from the Forrester Marketing Mix Modeling Wave:
Wide arrays of firms are adapting marketing mix modeling. Marketing mix modeling is the traditional approach to uncover value and build a marketing plan for consumer packaged goods companies. However, other industries, including financial services and retail, are quickly taking an interest in adopting this approach because they need a more scientific, holistic way to understand marketing and business performance. As a result, we see an upsurge in adoption across different industries.
The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.
Our research on the Mobile Mind Shift and our global surveys allow us to examine in detail how attitudes and behaviors are shifting around the world. While the shift is undeniable and is rapidly accelerating, the regional variations are fascinating.
In a speech today at the Forrester Marketing Leadership Forum EMEA, I revealed that Europeans are, in general, behind Americans on the Mobile Mind Shift. Here's a slide from that speech, showing the spread between Europe and the US:
Now that Yahoo has announced its acquisition of Tumblr for $1.1 billion in cash — about a quarter of its cash reserves — the top three questions I see are:
How will Yahoo manage to retain, and grow, the Tumblr user base while monetizing it? Today, Tumblr is quite unprofitable, and its lack of advertising is one of the many attributes that have made it popular. Yahoo has a very difficult balancing act ahead: It has to keep Tumblr's current active user base passionately engaged and spending time on the site, while also finding a way to add advertising and other revenue sources. Marissa Mayer, Yahoo’s CEO, stated the ads will be “very light” and “really fit users’ expectations”; however, Ken Goldman, Yahoo’s CFO, added that Tumblr should "materially contribute to revenues" in 2014 and beyond. If users do not stay with the service, they will have bought a ghost town.
Can the Tumblr user base be the next influx of loyal Yahoo users? Yahoo still has a massive user base, with at least 200 million users of Mail alone, and a passionate audience on Flickr. However, it is seeking its next core audience, and Tumblr users could fit the bill. This is a similar challenge to Facebook's motivation for acquiring Instagram, however Facebook has so far held off on adding advertising to the Instagram platform.
How will Tumblr fit into Yahoo’s existing product portfolio? Yahoo has announced it plans to keep Tumblr independent, leaving both its brand and management intact. However, over time, there will be pressure to integrate it more and more tightly with other Yahoo properties. Will existing Yahoo products gain some of Tumblr’s social DNA, or will Tumblr lose some of what makes it unique?
My colleague Reineke Reitsma recently published a blog on the limited but growing uptake of QR/2D barcodes.
Let’s face reality. Usage is low and marketing execution is poor to date, with too many campaigns that lack a clear consumer benefit and that provide a bad user experience by not offering mobile-optimized content. Today, mobile bar codes are an interesting tactic to engage with early adopters.
However, moving forward, we expect QR codes to gain traction and to be increasingly mixed with other technologies (including radio technologies like NFC) to provide extended product packaging solutions. Bar codes do not have to be just cold, emotionless, black-and-white squares. Solutions now exist to personalize QR codes’ designs and seamlessly mix them into a logo or band chart – even merging QR codes and NFC tags, as in the example below from mobiLead solutions.
The 2D bar code market will follow the same path as the 1D bar code market: fulfilling the need for certified and scalable platforms dealing with millions of standard code generation. Mobile bar code vendors will have to move into scalable mobile engagement platforms, progressively integrating multiple access technologies, such as Near Field Communications (NFC) tags, image recognition, or audio tags such as Shazam, and offering deep analytical tools. Beyond the emerging role of 2D bar codes in sales, we expect a growing number of brands — especially in the nutrition and health space — to systematize the use of bar codes on product packaging. Consumers want access to more product information, and brands can leverage mobile technologies to create a consumer relationship.
At Forrester we spend a lot of time analyzing the impact of digital disruption on business, technology and marketing. We even wrote a book on the subject. But don't just take our word for it. At Forrester's Forum For Marketing Leaders EMEA, MickePaqvalén, Founder, Chairman and Entrepreneur at Kiosked- a platform that turns any online content, images, videos and applications into interactive and viral storefronts - will present his view on what it takes to think, and act, like a (digital) disruptor. The below Q&A gives a summary of my conversation with Micke as a preview to his session on day two of our Forum, which takes place in London on May 21 - 22.
Q: You've founded and sold several successful start-ups. How do you tell the difference between real innovation opportunities and over-hyped ideas?
A: When I hear about new business ideas I always ask one question: How does it benefit everyone involved or which existing problem does it solve? That’s it. It’s a simple test, but if it fails the business will fail. If a business idea is not beneficial it is an over-hyped idea, which sadly happens too often as well. Hype is an important factor of business but I would rather create long-lasting impact.
I was lucky enough to spend some time in Kerala working with Indian classical musicians many years ago. I first arrived during the monsoon season, and along with the world-class thunderstorms that I watched from a thin rubber bath mat on the roof, I could see the jungles getting greener and the people happier. For thousands of years, monsoons have had significant economic, emotional, and cultural importance in India. Rain determines whether there will be food to eat, and monsoon season typically used to signal the long-awaited return home of soldiers to their wives. Classical music in India, unlike its Western counterpart, is always very attuned to time, place, and mood. Rāgas, the name given to Indian classical forms, have rules to help guide improvisations in the moment and the monsoon season has inspired the Malhar group of ragas, a formulation specifically attuned to the emotions, environment, and context of the monsoon season.
Marketing and advertising, like Indian music, has always been contextual. As far back as 1867, billboards were being rented by marketers in dense urban areas outside train stations, and even earlier, direct mail took demographics into account to determine which regions and people to deliver flyers to. The truth is, though, that targeting brush strokes were broad, with flesh and bone staff doing a much better job of understanding a moment, a customer’s intent, and what the best thing to say would be.
In the run-up to Forrester’s Forum For Marketing Leaders EMEA next week, I also had a chance to connect with Arthur Calderwood, Senior Vice President, Marketing & Sales Operations at SITA, in advance of his Marketer Spotlight presentation one day one of our event. Arthur will be speaking about how at SITA he blends experiences, products, and messaging to achieve the brand vision. Check out a preview of Arthur’s session in the below Q&A, or join me in London, May 21-22, to hear SITA’s full story.
Q: Does content and thought leadership play a more important role in B2B branding today? At what stage in the customer lifecycle does content make the biggest impact?
A: Content is critical in building credibility and also as a way to differentiate versus your competitors. But from a B2B perspective you have to be sure you are or can be seen as a credible thought leader with the right expertise to deliver valuable content and opinion. Many companies end up writing pieces which are often too generic, do not deliver real value and unfortunately blend into the mass of other communication on the same topic. Strategically you need to carefully pick the topics you will address, possibly partner with another credible source on the topic, conduct some primary research and be willing to take a stand in the discussion. At SITA we have, for the air transport industry, run a series of annual trend surveys and reports (Airline IT Trends, Airport IT Trends, Baggage & Passenger Self Service trends). These provide us with a platform to write content, released through all channels, to engage the market. They are fortunately unique in our market and have established SITA as a credible source for this type of know-how.
It's just one more week before Forrester's Forum For Marketing Leaders EMEA (May 21st to 22nd) in London kicks off. Our analysts are excited to unveil the latest Forrester ideas such as the mobile mind shift in Europe, the database of affinity (in which we expect Google to win platform of choice over Facebook), and the latest in mobile marketing and engagement. Our analysts will combine forces with industry keynote speakers such as Frank Boulben, chief marketing officer at Blackberry; Markus Kramer, global marketing director at Aston Martin Lagonda; Pete Blackshaw, global head of digital and social media at Nestlé; Greg Williams, executive editor at Wired; Yannick Grecourt, COO, head of strategy and marketing at Deutsche Bank Belgium; and Micke Paqvalen, founder and chairman of the innovative startup Kiosked.
As we make our final preparations for the event, I caught up with Markus Kramer, global marketing director at Aston Martin Lagonda, about the opportunities and challenges specific to luxury brand marketing. Here's what he had to say:
Q: Based on your experiences at Aston Martin, and before that at Harley-Davidson, what in your view makes marketing for luxury brands different?
Peter O’Neill here with some comments about being truly effective at content marketing. Did you know that B2B buyers say that 70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales? At Forrester, we like to talk about the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers.
Content marketing has therefore become much more than product and solutions collateral, campaigns, mailings, and fulfillment. B2B marketers have to be great at being found by buyers in their early research phase (the phases we call discover and explore). In a way, successful marketers will “fool” their buyers into consuming their thought-leadership and educational content in stages 1 through 5 — while hardly realizing its source. And the most successful marketers will learn how to mix their brand "scent" into that content without appearing to be selling — to the extent that buyers will count it as part of their 70%.