I'm still riding a high from Forrester's first ever event in China two weeks ago on March 20th entitled "Winning The Dynamic Digital Consumer In China" (#ForrForum). Approximately 200 marketing, eCommerce, and strategy executives, along with a fantastic cadre of leading agencies and marketing technology vendors, participated in the event. Via myriad content, networking, and business development conversations, it's clear that both the challenges and opportunities to engage, market to, sell to, and serve the Chinese consumer are considerable.
I've spent the last few days reflecting on my key takeaways from the event, and wanted to summarize them for you below.
We are hard at work finalizing the content for the upcoming keynotes at Forrester's "Winning The Dynamic Digital Consumer In China" summit next week in Shanghai(#ForrForum). I'm so excited for everyone to hear our Forrester analyst and external industry keynote presenters on March 20th discuss what you need to drive successful multi-channel marketing and commerce strategies in China. To whet your appetite, I wanted to provide you with snapshots of the content for each keynote, and what you can expect to learn from each.
The opportunity China represents is undeniable, especially in light of the stalled economic recovery in both North America and Europe. However, as I write in my new report out today "Select The Right Interactive Agency In China," the consumer and technology landscape in China is changing faster than supermodels in between struts down the catwalk. And, the threat of failure looms large for brands with a shallow understanding of Chinese consumer behavior, cultural expectations, and digital platforms.
In the Age of the Customer, only those marketing, commerce, and strategy executives who focus their efforts on understanding and serving dynamic digital consumers will survive digital disruption and establish competitive advantage. And, in Australia, New Zealand, and Southeast Asia, the proliferation of devices and digital touchpoints makes engaging, selling, and serving consumers more complicated than ever. The marketing and strategy executives charged with transforming their organizations to become customer obsessed need help!
We are actively recruiting for two research positions in our Beijing, China Forrester office!
China is one of the most lucrative and dynamic markets for global firms today. And, marketing, commerce & strategy professionals need help! Distinctive consumer needs and behaviors, the size and diversity of regional populations, unique internet platforms, and the adoption of mobile, social, and tablets (to name but a few) all present challenges for today’s marketing and strategy professionals as they seek to engage, market, sell, and serve Chinese customers.
Forrester seeks dynamic, analytical, and visionary professionals, with in-depth knowledge of the digital marketing and commerce landscapes in China, to join our growing team in one of the following roles:
If you (or someone you know) are interested in becoming a part of our team, and you want to inspire and guide the decisions marketing & strategy professionals make in China, please apply online here or contact me directly at firstname.lastname@example.org. I hope we'll have the opportunity to work together!
Patty Gaumond is one of our featured keynote speakers at Forrester's Consumer Forum next week in Chicago. As Vice President of Enterprise Internet Solutions at State Farm Insurance, Patty is responsible for creating the digital experience for consumers, including online, social, and mobile capabilities, and the associate-facing intranet. This includes the launch of the firm's cutting edge Pocket Agent iPhone application back in 2009.
At our forum, Patty will elaborate on how the firm, in a traditionally non-digital product category, is creating new digital product experiences to engage their customers beyond just the claims experience. I'm very eager to hear her presentation, and to understand more about State Farm's overall efforts to create an ongoing, interactive, and digital relationship with their customers.
In the meantime, I do want to share with you some of Patty's thoughts in response to some questions we asked her about the firm's digital transformation, their use of emerging touchpoints such as mobile and tablets, the services they are offering, and how they are managing this change. I hope to see you in Chicago next week. Patty is on the main stage at 10:25 a.m. on Oct. 28th!
How would you describe State Farms’ digital transformation?
Late last night, James McQuivey and Brian Walker performed dry runs of their upcoming keynotes for Forrester's Consumer Forum 2011 (#FCF11). I'm so excited for all of you to see these presentations and to hear the key concepts and advice both will share in Chicago Oct. 27-28!
James will prove to you why digital disruption is accelerating, how to assess your company's susceptibility to digital disruption, and what you need to do to go on the offensive to become a disruptor; building the total product experiences your customers expect in the age of the customer. I encourage you to watch this quick video of James previewing the main themes and content for his speech (4 minutes).
I'm thrilled that Sona Chawla will be a keynote speaker at Forrester's Consumer Forum in just over three weeks! As the President of e-Commerce, Sona oversees operations and leads the team responsible for building the sales, service and customer experience of Walgreens.com and drugstore.com (acquired in June 2011). This includes driving store traffic through the Web, growing online profitability, and the development of new product and service offerings via emerging digital touchpoints such as mobile.
Earlier today, Sona provided me with a sneak peek of her upcoming presentation for our forum "110 Years Of Agility: Continuing Our Evolution To Meet Customer Demands" and all I can say is that it's not to be missed! I don't want to reveal too much and spoil it, but Sona will touch on the dynamic forces at play within healthcare and retail that are driving Walgreens' digital transformation, the framework they are utilizing to enable that transformation, and finally what Walgreens sees for the future. And of course throughout the discussion Sona will have key lessons learned and advice for firms across industries going through similar transformations.
I do however want to share with you Sona's responses to some questions we asked her in advance of the event. Her thoughts demonstrate the growing importance (and let's not forget the financial benefits) of serving customers across touchpoints with innovative, digital products and services.