The theme for Forrester’s upcoming Consumer Forum is “Humanizing The Digital Experience.” What makes a digital experience more human? First, it must be useful. Second, it must be usable to the point that the technology fades into the background. Finally, the best digital experiences are desirable enough to stimulate action (e.g. buying a product, or telling a friend about the experience).
After years of clumsy and cold web sites, examples of desirable experiences are starting to pop up everywhere. Witness MySpace.com and NASCAR’s PitCommand (a mobile application in which fans can track in real-time the speed, RPM, throttle, position, and time of their favorite driver). These are great, but can every online experience be desirable? What about when a company is trying to sell you something?
Andy Castonguay, Program Manager, Yankee Group Erin Cole, Media Supervisor, Avenue A | Razorfish Brian Costello, CEO, MaMoCo Jeff Janer, COO, Third Screen Media Michael Weaver, Senior Product Planner, Microsoft Digital Advertising Solutions
Roger introduced the discussion by saying that he thought we all agreed that mobile marketing was poised to really explode and that was why we were all attending the panel. But I must admit, I’m still skeptical on this point, and the issues raised during the panel only made me more so. Here are the current challenges with mobile marketing.
Last week Charlene Li and I talked with Josh Walker-- a Forrester alum and all around smart guy -- about his new company CityVoter. Here’s what CityVoter does and why it matters to media outlets, local businesses and national advertisers: