The State Of Mobile Marketer Tactics 2017

Thomas Husson

I just published a new report to help marketers benchmark the mobile tactics and technologies their B2C marketer peers use and are planning to use in the next 12 months. The key findings are as below:

  • Marketers Misuse Mobile Marketing Tactics

B2C marketers often focus too much on piloting the latest mobile shiny object (see graphic below); unfortunately, they fail to adequately invest in the core mobile touchpoints — like email or search — that most consumers use to engage with brands.

  • Use Mobile To Transform Brand Experiences

Too few marketers think of mobile as an opportunity to transform the brand experience. To truly differentiate themselves, marketers should develop mobile-unique interactions delivering visible value with apps, messaging, and online-to offline tactics.

  • Insights And Constant Optimization Are Key To Unlocking Mobile’s Full Potential

To rethink how mobile could transform the customer journey, marketers should use ethnographic research and journey maps to develop a more holistic vision of their customer behaviors that leverage contextual data. Testing and learning will not be enough — the use of optimization techniques must be systematic.

Clients willing to know more can access the full report here.

Fix Your Mobile Foundations To Make The Most Of Bots, Agents, VR and Other Emerging Tech

Thomas Husson

Emerging consumer technologies such as bots, intelligent agents, extended reality, connected objects, and IoT will not replace mobile — instead, mobile will be the key to unlocking these new touchpoints.

Facing limited budgets, marketers feel pressure to prioritize much-hyped new consumer-facing technologies over their foundational mobile work. Jumping directly to the latest shiny objects of VR, IoT, etc., without first implementing a proper mobile foundation is a costly mistake, as marketers will not be able to effectively scale innovative technologies beyond a small testing audience. With over 5 billion smartphones forecasted to be in use worldwide by 2020, mobile will play a key role in activating adjacent connected experiences.

That’s one of the key messages of my new “2017 Mobile And Technology Priorities For Marketers” report written with my colleague Jennifer Wise.

In the past few weeks, I had the opportunity to sit down with many of our clients across different industries. A marketer at one of the largest CPG brands told me they currently had 18 chatbot pilots across the world! The Chief digital and customer experience officer at a global insurance company told me conversational interfaces is his top priority for the next 3 years. The SVP e-commerce and marketing at a global travel brand think extended reality will become a key differentiator. Beyond, these anecdotes, our quantitative survey among marketers, shows that:

  • 6% use intelligent agents regularly and 18% are piloting or planning to use them in the next year
  • 5% use bots regularly and 40% are piloting or planning to use them in the next year
  • 3% use augmented reality regularly and 30% are piloting or planning to use AR in the next year
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What To Expect From Mobile World Congress 2017

Thomas Husson

It's that time of year again! From next Monday (February 27) through March 2, 2017, Mobile World Congress (MWC) will take place in Barcelona. I attended this event (then 3GSM) for the first time in 2005 and it is fascinating to see how the event has morphed from a B2B telecoms technology trade show to one of the largest business conferences around the globe. This year’s MWC theme is “The Next Element” which may seem broad but I quite like this idea that mobile is elemental and has become part of our daily lives. By analogy with the previous industrial revolution, mobile is like electricity: once you have access to it, it is a disruptive enabler of adjacent technologies powering more powerful innovation. Mobile is barely entering its teenage years.

Consumers now use mobile as a sixth sense. If the human senses serve as effortless faculties through which we access information on the world around us, then mobile has become the sixth sense. It brings digital to consumers in their daily lives. It has truly become the face of digital.  That’s the main challenge for marketers: as mobile becomes the primary interface between your brand and your customers, you must leverage mobile to accelerate digital transformation and transform the customer experience you deliver. A lot has to happen behind the scenes for marketers to be able to deliver real-time contextual experiences on mobile. That’s why it makes a lot of sense for marketers to spend time in Hall 8.1 where most marketing, advertising and app vendors will be gathered.

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Why Most Banks Should Not (Yet) Roll Out Bots

Peter Wannemacher

Companies of all stripes are getting bot happy, rolling out bots for third-party platforms like Facebook Messenger, Kik, WeChat, Slack, and more. Firms like Yahoo, H&M, KLM Airlines, and others use these chat bots — software built to simulate human conversation and to help consumers complete tasks — in an effort to better win, serve, and retain customers.

A few banking providers are beginning to dip their bank-shaped toes into the bot space: Capital One allows customers to take actions like paying bills via Alexa on Echo devices; Bank of America has announced plans to roll out a bot on Facebook Messenger; and numerous Chinese providers offer banking services via WeChat.

But while a few banks are in a position to experiment, digital business executives at most banks must decide whether to use precious resources to build or buy a chat bot offering. Forrester’s brand-new research report argues that most of these executives should hold off on launching chat bots for messaging platforms. This is because:

  • Today’s bots often lead to uneven — or worse — experiences for customers. In our research, we found many instances where a chat bot offered a quick and effective answer to a consumer’s question; however, about one-third of the time, existing chat bots either failed to complete the consumer’s request or provided a clunky, awkward experience.
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Innovation Took Center Stage at Microsoft’s Analyst Summit Asia 2016

Travis Wu

This year’s Microsoft Analyst Summit took place at the St. Regis hotel in Singapore, a prestigious place that hosted more than 90 analysts from the entire region. The Forrester team was impressed by Microsoft’s strategies in cloud, digital transformation and partnerships, and in particular, the main takeaway for us throughout the 2-day event was Microsoft’s innovation capabilities and ambition, especially in the APAC region.

  • HoloLens puts the spotlight on Mixed Reality.  Unlike Augmented Reality, which is lightweight but has limited views and functionality, or Virtual Reality, which is very powerful but comes with bulkiness and dependence on a PC, Mixed Reality blends holograms with the real world to marry agility and powerfulness. HoloLens brings this concept to life, it is light enough for users to move around safely, and it is very powerful because it is a self-contained computer that doesn’t require tethering to another PC. There is even an emulator that allows developers to develop holographic apps for HoleLens without a device. HoloLens could drastically change the way people work, live or even think, we are all very eager to see if the first wave of HoleLens products will successfully establish an ecosystem that can sustain mass market deployments and future growth.
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Facebook F8: Important Takeaways For Digital Business Pros (Hint: Keep Calm About Bots!)

Julie Ask

Facebook held its annual developer conference in San Francisco this week. Analysts at Forrester collectively fielded a lot of questions from the media, but most of them focused on bots and the Messenger platform. Here are my top takeaways from the event:

  1. It's still early days for developer tools: Facebook approached F8 with a humble, honest tone and message about the state of its applications, platforms and tools for developers. Facebook didn't over promise. Every executive on the main stage to the breakouts in the "Hacker X" and "Hacker Y" pavilions offered an honest portrayal of where Facebook is today. Where is it? Facebook holds a very strong position in terms of total minutes of use and monthly active users across its various apps and platforms (e.g., Facebook, Whatsapp, Instagram, Facebook Messenger, Oculus, etc.), but they are just beginning to offer tools to developers. Developers of mobile apps want to borrow mobile moments on Facebook's apps/platforms because they don't own enough mobile moments themselves. Facebook is just in the earliest of stages of giving tools to these developers to help them borrow mobile moments effectively.
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