Bet On Always Addressability Now, Not Later

I read some  deceptively warm and fuzzy advertising riding on the subway this morning courtesy of our nation's top soft drink manufacturers. Together they have reduced calories of drinks in US schools by 88% by offering more low- and no-calorie options. "Gee," I thought, "I'd like to learn more." So as I exited the subway, I took out my phone and searched "no calorie soft drinks." The top link broke the spell; an article on msn exposing the same risks that no calorie drinks have of their sugary cousins.  My first thought was, "Well that isn't any better for our nation's children." My second was, "What the #$&?! Do these companies take me for a complete fool? Don't they know that I have the world's knowledge at my fingertips??" Apparently not.

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2012 Interactive Marketing Predictions: I Give You The Year Of The Social-Mobile Customer

When I look back at our predictions for 2011, we focused on the changes needed in the IM organization. Specifically the need to tear down walls between channels. We urged marketers to be customer-obsessed rather than channel-obsessed because we saw the dawn of a new consumer, one who uses tablets while they watch TV, uses social networks more often on their phone than on their computer, and who doesn't think of their "inbox" as just their Gmail account, but as any message they happen to get on any screen they happen to be looking at. Well, I certainly hope you listened to our prediction for 2011, because if you haven't started coordinating your interactive marketing efforts, you won't be ready for 2012, when the truly multiscreen consumer emerges.

Today, our predictions for 2012 come out. We foresee a year where the consumer is "always on" and demands a custom experience from the companies they do business with. Think about it, which companies do you allow in your pocket? Only the few who you really need, or like, or are entertained by. In 2012 we predict that marketers must:

  • Customize messaging across screens, and at scale
  • Ditch mobile ads for mobile "value-adds"
  • Move pilots offshore to emerging markets
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Join The Tweet Jam On Mobile Application Measurement - Tuesday July 12 At 2 PM Eastern

 

Joe Stanhope and the Customer Intelligence team are returning to Forrester’s #IMChat Tweet Jam with a session on mobile application measurement – at 2 p.m. Eastern Time on Tuesday, July 12th.  These are weekly discussions held via Twitter on a variety of marketing topics, using the #IMChat hashtag. Everyone is welcome to join in.

Mobile applications impact many roles in organizations, but interactive marketers and Customer Intelligence professionals are tasked with determining the value of these initiatives. During Tuesday’s chat, Joe and his co-host Brian Suthoff from Localytics want to open a dialogue between you and your peers about how to measure the success of new mobile applications. They will ask:

1. What role do mobile applications play in the digital marketing mix; are they enablers of marketing and commerce, or are mobile apps products in and of themselves?

2. How do we judge the success of mobile applications?

3. What challenges do you experience in measuring mobile applications?

4. How should mobile application measurement data integrate with other marketing and enterprise systems?

5. As applications mature, is the “mobile” distinction less important than the concept of an “app”?

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Join Our Tweet Jam (Tue 28 Jun) At 2PM Eastern About Splinternet Challenges #IMChat

Author and Senior Vice President of Idea Development at Forrester Josh Bernoff (@jbernoff) is leading tomorrow’s tweet jam about the Splinternet – the fraying of the standardized Internet across mobile and social platforms.

If you’re experiencing the effects of the Splinternet, we’d love to hear from you. Here are some of the questions we’ll discuss:

  1. How has the explosion in mobile platforms and social networks created a challenge for you to manage?
  2. How do you decide which platforms and networks to support or target for marketing?
  3. Do you worry about the rules that owners of these platforms (like Apple and Facebook) impose on those who use them?
  4. How do you measure and compare results on these platforms?
  5. Do you think the future will be characterized by more common standards, or by more and more incompatible platforms?

To participate, just follow the #IMChat hashtag at 2:00 p.m. If you’d like to learn more about the rules of engagement, visit this community discussion on The Forrester Community For Interactive Marketing Professionals. To read some past archives, visit the documents section of the same community.

Looking forward to hearing from you at 2 p.m. on Tuesday!

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Join Forrester’s Tweet Jam About B2B Email: Tuesday June 21st at 2:00pm Eastern

Guest post by Sarah Glass (@sarahsglass).

For this week's #IMChat -- a weekly tweet jam hosted by the interactive marketing team at Forrester -- we’re tackling the oft overlooked challenges of B2B email. Email marketing consistently acts as a revenue work horse for B2C as well as B2B companies. But our research shows that compared to B2C, B2B companies are less likely to use email, adopt common best practices, or increase funding of existing programs. Joining the tweet jam to help me (@sarahsglass) discuss the challenges B2B marketers face is Kristin Hambelton (@KMHambelton), vice president of marketing, Neolane.

To participate, just follow the #IMChat hashtag at 2:00 p.m. If you’d like to learn more about the rules of engagement, visit this community discussion on The Forrester Community For Interactive Marketing Professionals. To read some past archives, visit the documents section of the same community.

Here are some of the questions we'll discuss during the tweet jam:

  1. What are the common pitfalls of B2B marketing?
  2. How are deliverability concerns different for B2B marketers versus B2C marketers?
  3. How does B2B email fit into the buying life cycle?
  4. How are you segmenting your B2B emails to make them most relevant to your users?
  5. What measurement techniques are you using to track lead generation?  

Join The Tweet Jam On Customer Loyalty

 

Guest post by Emily Murphy (@ekmurphy) on behalf of Forrester’s research team serving Customer Intelligence Professionals.

A few weeks ago, Zach Hofer-Shall led a tweet jam on social influence. It garnered such a good response that we decided to take another Customer Intelligence approach to the #IMChat. But this week -- at 2 p.m. Eastern time on Tuesday, June 14th -- we’re going to talk about a different hot topic: customer loyalty.

Personally, I would consider myself something of a loyalty program junkie. I sign up for lots of programs and willingly share loads of information about my preferences and interests. But in my experience, most loyalty programs don’t do much with that information. I get discounts and accrue rewards, but the offers are rarely customized to my interests or past transactions.

In this tweet jam, I want to get a sense of your experience with loyalty programs. More specifically, we’ll address the following questions:

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If You Missed The Marketing Forum, You Can Still Watch My CORE Speech

Have you accepted the CORE mission yet? If you are an interactive marketer, our document about CORE provides you with a road map for leading change in your organization. But if you would rather see me talk about it, check out my speech from the Marketing Forum.

In my speech, in addition to introducing the CORE mission, I outlined how FedEx is acheiving its CORE mission. One person, Dennis Shirokov, created a comprehensive business case for CORE that ended up on the desk of the CEO. Now, Dennis has the cash and the directive to make sweeping changes that will enable customized interactions, optimized execution, and responsive engagement. Dennis knew that O was the foundation for C and R, which is why he focused his business case on investments in technology in analytics that would drive more efficiency and cross-channel synergy.

In a few weeks, my co-author, Shar VanBoskirk, will be publishing the results from the CORE survey attendees took at the forum. This research will be published in a maturity model framework that will provide interactive marketers benchmarks and clear next steps so that you can focus your business case just like Dennis. Stay tuned!

CORE Is A Mission For The Whole Marketing Organization

You may have already noticed a new theme on the lips of Forrester's Interactive Marketing role analysts. Tomorrow morning, I will be inviting the Forrester Marketing Forum audience to accept a new mission called CORE. CORE is a four part mission that challenges marketers to embrace interactivity. To compete in the next digital decade, the CORE mission states that you must customize, optimize, respond, and empower. CORE is also the theme of the Interactive Marketing track session at the forum, as Joanna O'Connell mentioned in her blog. Not only that, we recently published The Future Of Interactive Marketing, which lays out the CORE mission in detail.  In it, we offer a survey for you to take that will show you how far along you and your organization are at accomplishing the CORE mission. I also encourage you to check out Ad Age's CMO Strategy Profile for a glimpse of how CMOs are affected by interactivity and how the CORE mission is relevant for their future success.

What does all of this mean for interactive marketers? It means that today we are at a pivotal moment, one where the customer has gained enormous power and where technology advances have surged out of our control. Interactive marketers can either be courageous and lead their organizations into the future of interactivity or remain in a digital ghetto and quickly become irrelevant. I encourage you to reach out to IM analysts to talk about how the CORE mission applies to your business. It's a long road ahead and there is a lot of work to be done.

Interactive Marketing Forces Companies To Be Better

I was explaining my job to my brother-in-law the other day and what I said made me realize how exciting it is to be an interactive marketer right now. I told him that in the last decade, consumers have gained power across devices and through social media. Now they know quickly if a product will break easily or if a movie is bad, and they can tell each other at mass scale. As a Forrester analyst, it is my job -- not to help marketers trick consumers into buying bad products and seeing bad movies -- but rather, to help change their marketing practice so that they make better products and better movies, and tell consumers about it effectively. It is my job, I went on, to inspire interactive marketers to be catalysts for a new kind of marketing that doesn't take a widget and force it on the market, but rather, gives a consumer something truly valuable.

I'm going to be speaking with my colleague Chris Stutzman at the Marketing Forum in April about the new role of marketers. I'd love to hear your stories about this new marketing style and how you've been a catalyst for creating a better product or service, being more transparent to consumers, or becoming more agile.

The Display Market in 2010 - Revolution or Anarchy?

In the eleven years I have worked in and covered the display advertising market, I have never seen such a frenzy as I do today. In the past week, I  learned of three more DSP's, two data companies and an attribution vendor.  Agencies are also in the game this time around. So what is causing this pile-on of new ad technologies to the market? There are a few things:

- Leveled playing field on the exchanges: The ad exchanges allow for innovation in ad optimization and bidding. Additionally, small companies can suddently compete for inventory that used to be locked up by ad network contracts.

- Better technologies: Cookieless tracking, container tags, real time bidding, data targeting and dynamic ad generation are all innovations that are hitting the hockey stick curve right about...now.

- Opening purse strings: We know that display advertising spending was essentially flat from 2008 to 2009. It appears that 2010 will show improvement. Marketers are getting budgets back and are ready to spend them.

- Desperate publishers: Publishers are grasping to find ways to make more money on their sites, so they are handing over the reigns to sell side platforms to help them optimize.

Of course, agencies, ad networks and portals are clamoring to keep up, claiming to have all of what the data providers, DSP's and SSP's have and more. Some do, most don't (there is also strong evidence that much of the vendor space is still vapor-ware.) All of these changes are exciting, but there are a few things that MUST happen for marketers and publishers to come out winners in the midst of so much change.

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