The annual hype surrounding Super Bowl ads has reached a crescendo this week, and I won't add to it. (You can always go read the article I published in the Journal of Advertising Research when I was CMO of a social media listening company, proving it was more effective to preview your ad before the game than keep it secret.)
Don't let this cacophony drown out three events this month that signal 2014 as a pivotal year in the evolution of TV advertising. Any single one would be big enough news, but the fact that all three happened in just one month shows that the drivers for changes are accelerating:
Charter bids for Time-Warner. Behind-the-scenes overtures broke into the open when Charter went public with their desire to buy their larger rival. This event is a symptom of underlying margin pressures and technological change that we will see accelerate this year http://forr.com/TWCinplay
Verizon buys Intel's online TV service. The chip giant threw in the towel in its attempts to create an over-the-top TV service, frustrated in part by content owners' intransigence. Verizon reportedly got a very slick new user interface, but also potential to become the first "virtual MPVD", an IP-delivered TV service that isn't constrained by the geographic footprint of their infrastructure or regulatory definition of its operating territory.
We are currently accepting entries for our 2014 Forrester Groundswell Awards and as we are rapidly approaching our February 28th deadline, I thought I would share some insights on what it takes to win in the Social Depth category.
For those of you who need a refresh, social depth includes all of the various social capabilities that a brand adds to its own website and/or campaign microsite in order to facilitate a buyers' exploration of the brand and its offerings. Social depth tactics can include a blog, ratings and reviews, discussion forums, curated and aggregated social content (user-generated and brand-generated) and social sign-on. These tactics provide tremendous value to marketers who have deployed them. In fact, my recent report shows how B2B marketers give social depth tactics high grades in terms of their contribution to business outcomes.
But what makes a social depth strategy stand out from the rest? First and foremost, your social depth strategy should provide the rich content and customer insights a buyer seeks when exploring your brand and products on your website. This branded and user-generated content should move a buyer from early exploration to consideration and ultimately to an actual online or offline purchase. Brands that do this really well can show how their strategy drives quality leads, conversions and online and/or offline sales.
Peter O’Neill here, to tell you: we’ve finally made it! Yes, our Forrester Wave™ evaluation on lead-to-revenue management (L2RM) platforms is finally published for Forrester clients. In this 75-criteria evaluation, we identified the nine most significant solution providers in the category — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, salesforce.com, Salesfusion, and Silverpop —and researched, analyzed, and scored them. Lori Wizdo and I, ably supported by reviews from colleagues Laura Ramos and Sheryl Pattek, looked in detail at how the vendors support traditional business-to-business (B2B) lead management capabilities — lead capture, lead nurturing, lead scoring, and lead promotion — as well as meet the emerging needs of B2B marketers in cross-channel execution, social campaigns, and real-time, contextual triggers, optimization, and analytics. Note that we sub-titled the report “Due Diligence Required: These Vendors Are Great At Marketing”. This is not our frivolity: buyers really do need to firstly evaluate their own needs and then select the vendor that best fits that specification.
If you work in social media, you've been hearing variations on a theme for the past week: Facebook is in trouble! It's lost young users! It's getting crushed by upstart social networks! Eighty percent of its users will disappear in the next few years!
But as was the case with Mark Twain, reports of Facebook's death are an exaggeration:
That Princeton report seriously misses the mark. Last week, two Princeton PhD students circulated a report predicting Facebook would lose 80% of its users by 2017. They used epidemiological models to predict that, like MySpace before it, both the rise and fall of Facebook would look like the spread of a virus. But the research wasn’t peer-reviewed, and wasn’t published in any journal, and you can perhaps see why. Facebook itself did a pretty good job of pointing out the limitations of the researchers’ methodology. And I see another problem with this study: The MySpace ‘virus’ hardly mutated in all the years it infected the world, but the Facebook ‘virus’ mutates frequently. One of Facebook’s greatest strengths is its practice of regularly adding new features and functionality to its site; this both ensures it infects new users and also makes sure existing users don’t become immune to its charms.
We’re in our entry period for the 2014 Forrester Groundswell Awards (entries accepted through February 28th), and I want to examine the winners for social reach in 2013 and highlight how to put together a winning entry.
For social reach, show us how your program got new people (business people or consumers) to discover your solution, and how you measured its impact on your business — either by helping your engaged customers to discover additional offerings or by using them to create discovery among their friends. We’ll be less interested in how many social posts were made or times something was shared (although it helps), and more interested in how those posts, or shares, drove people to explore your brand and eventually make a purchase.
Our B2C winner, City Year, is an education-focused nonprofit that works with at-risk students in urban schools. It enlisted its existing corps members to get the word out through social networks. Those members posted almost 29,000 tweets using the #makebetterhappen hashtag, and in total generated more than 26 million Twitter impressions — phenomenal reach. But even more critically, the results was that brand awareness among college students nearly doubled, and the number of students who said they’d either applied or planned to apply to City Year went up by five times in one year.
What’s happening (that’s important) in the world of content marketing? This is your fortnightly round-up of the best of the best stuff online for marketers who think about content; for the previous “Fortnights”, go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the first one. Get this curated newsletter in your inbox every other week – send me a mail.)
"Lost Content" a new frontier
Many content marketers (OK, all content marketers) struggle to budget and produce all of the content that they wish they could. Mark Carroll of TMW makes a compelling case for an overlooked bounty: Archived and making-of content that’s sitting on many companies' servers; he calls it Lost Content. His deck:
Let Google+ distribute your content
Content advertising’s time has come when Google’s adopted it. Now Google plans to allow brands to take content (say an image) from their brand Google+ page and package it up into ads across their display network. It’s a simple, off-the-shelf content advertising play, backed by Google’s huge digital reach. Will this enliven Google’s morose social product? For marketers, maybe. For users, maybe not.
Forrester analysts are encouraged to “make the call” and here’s a call that is sure to invite some heated disagreement (native advertising has a way of doing that).
Today my report about native advertising came out and, if I had to bottle up the recommendation of the entire report in a two-word slogan, this would be it: Worth pursuing. That’s not “pour all your advertising dollars into it”, “go hog wild!” or any variant on that theme. By “worth pursuing”, I would say that it: a) is a very imperfect tactic, b) holds great promise, and c) requires some experience to get right.
(First of all, if you’re not sure what native advertising is, quickly go here [definition] or here [examples]).
Let’s start by assessing the promise of native advertising. What’s so great about it?
From a marketer’s perspective, the opportunity to go from a position “next to the show”, “interrupting the show” or “between the shows”, to “part and parcel of the show” is extraordinary. The church/state editorial wall that media outlets have trained advertisers to respect has become porous, and it’s the outlets themselves who are pounding holes in it (most recently, the New York Times). That change should not be underestimated.
We're now accepting entries for the 2014 Forrester Groundswell Awards — the deadline is February 28 — and we'd love to recognize your social marketing programs at our Marketing Leadership Forum this April. But in what category should you submit your program?
Just as in 2013, our award categories are based on Forrester’s marketing RaDaR research. Both our business-to-consumer (B2C) and business-to-business (B2B) awards will offer three categories:
Social reach. This category recognizes social programs that delivered marketing messages to new audiences. (After all, people can’t discover what you’re selling if they’re never exposed to it.) If your social program was designed to create awareness for your brand or product or promotion, it was probably an example of social reach marketing. If you focused your efforts on word-of-mouth marketing, paid social advertising, or thought leadership work, it also probably fits into this category.
Social depth. This category recognizes social programs that helped prospects explore your products in detail and make a purchase decision. If your social program was designed to close existing prospects or leads, it was probably an example of social depth marketing. If you focused your efforts on on-site social tools like blogs, ratings and reviews, or communities that help prospects get information from existing customers, it also probably fits into this category.
During 2014, we’ll pass a key milestone: an installed base of 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business. 2014 will be the year that companies increase investments to transform their businesses, with mobile as a focal point.
Let’s highlight a few of the mobile trends that we predict for 2014:
Competitive advantage in mobile will shift from experience design to big data and analytics. Mobile is transformative but only if you can engage your consumers in their exact moment of need with the right services, content, or information. Not only do you need to understand their context in that moment but you also need insights gleaned from data over time to know how to best serve them in that moment.
Mobile contextual data will offer deep customer insights — beyond mobile. Mobile is a key driver of big data. Most advanced marketers will get that mobile’s value as a marketing tool will be measured by more than just the effectiveness of marketing to people on mobile websites or apps. They will start evaluating mobile’s impact on other channels.
Every year for the past few years, I've revisited our predictions for the previous year's mobile trends. It's now time to look back at 2013 and, specifically, at the 2013 mobile trends post I put together a year ago with my colleague Julie Ask.
So many things happened in 2013, making it difficult to sum up the year overall. BlackBerry’s struggle and Microsoft’s acquisition of Nokia devices offered apt symbols for the end of the old mobile era. However, the mobile war is far from over. Following marketers’ integration of mobile into the mix, many vendors started to acquire mobile expertise, technology, and resources — and those acquisitions are far from over. Players like Facebook that acknowledged their past mistakes and turned into mobile-first companies managed to generate significant revenues; mobile now represents more than 40% of Facebook's ad revenues.
Let’s take a look at some of the key trends we highlighted last year. We expected that: