The A, B, C, D and E's of Marketing Engagement

Laura Ramos

Presenting today with Marketo's CMO, Sanjay Dholakia, gave us the opportunity to talk about what CMOs (both B2B and B2C) need to do to transform marketing into a growth engine. Here's a little retrospective on our conversation in case you missed it. 

In 2010, Forrester introduced our "age of the customer"(AOTC) research and defined four investment imperatives needed to better win, serve, and retain customers in this digital age.

Marketo focuses here, not just as a marketing technology provider, but as a practitioner as well.  They've been talking about Engagement Marketing - the evolution from mass marketing to transactional to customer engagement -- for more than a year, and practicing it for much longer. Now their advice is as easy as ... well ... learning your alphabet. 

Forrester's research shows that technological change reduces competitive barriers. Building and sustaining customer relationships is the exception. In some ways, technology actually enhances relationship creation and maintenance. Top firms recognize this and get customer-obsessed to beat their competition.  By investing strategy, budget, and energy in the following four areas, they:

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Content Marketing On Messaging Apps Must Follow The Customer Life Cycle

Clement Teo

In case you haven’t noticed, the number of smartphone users in Asia Pacific has grown – we estimate that it breached the 1 billion mark in 2014. This is the first time that more people in the region used smartphones than feature phones.

When coupled with the fact that the region is also a leader in innovative messaging apps, such as WeChat, Line, and KakaoTalk, marketing professionals can start to see how Asia Pacific is ripening into a mobile-led commerce and marketing harvest – creating a commercial marketplace where users interact and trade and offering organizations growing sales and marketing opportunities.

However, many B2C marketing professionals today limit that potential by only focusing on promoting flash sales or discounts, as seen on the likes of WeChat and Line. Marketers must consider longer-term use cases to fully mine these apps' potential. Unless a messaging app user is specifically searching for and ready to buy a particular product or service, marketers who continue to pepper the app’s chat room with meaningless discount messages will have wasted their investment. In addition, users will likely move to the next competitive (i.e., cheaper) offering when it comes along, running the risk of marketers facing a race to the bottom with cutthroat pricing.

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Run On Smartphones Before You Walk On Smartwatches

Thomas Husson

Apple will sell more than ten million Apple Watches and dominate the smartwatch category in 2015. Despite the hype, this will only represent 1% of the 2 billion smartphones’ installed base. Should B2C marketers even care? Yes, because the Apple Watch is a good way to learn how to deliver extremely contextual experiences to a niche of early adopters and influencers. Because Apple Watch will boost sales for the entire wearable market, it is also a good opportunity to anticipate and innovate on connected objects.

However, smartwatches are a double-edged sword for marketers. On one hand, they offer unique opportunities to develop brand proximity and hyper-contextualized alerts for consumers in their micromoments. On the other hand, they risk damaging the brand by oversaturating customers with irrelevant messages and raising privacy concerns.

Most branded apps I had the opportunity to test did not deliver value. I even ended up deleting some iPhone apps that did not offer relevant messages. I think marketers should not even consider Apple Watch if they haven’t implemented a mobile messaging and push notification strategy. To differentiate among other apps, you must mature your push notification approach to deliver truly personalized experiences in the context of your overall customer relationship management.

For marketers having a more advanced mobile strategy, now is a good time to start working with app developers or their agencies to plan for native Apple Watch Apps by taking advantage of all the sensors on the device, and to build their own “complications”, mashups of data that would be pertinent for a given user at a given time.

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Join Our 2015 Global Mobile Executive Survey

Thomas Husson

For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, my colleagues Julie Ask, Jennifer Wise and I are updating the survey again to help business executives and marketers benchmark and mature their mobile strategy and services.

Planning and organizing for the use of mobile technologies is a complex task. Integrating mobile as part of a broader corporate strategy is even more complex. However, some players are leading the way and working on infrastructure, staffing, and competencies that are hard to see unless you look closely. If you want to understand the role that mobile is playing in various organizations, what their objectives are, how they measure the success of their mobile initiatives, and a lot more, you just have to share with us your own perspective and we will aggregate the answers.

For your efforts, we will share a free copy of the survey results.

If you’re in charge of your company's mobile consumer initiative or if you’re familiar with it, then please take this survey.

Click HERE to start the questionnaire.

If you’re not familiar with your company’s mobile consumer approach, please forward this survey to the relevant colleagues who are in charge of defining or implementing your mobile consumer approach.

  • The survey takes less than 20 minutes to complete.
  • The survey will be live until September 7, 2015.
  • Responses will be kept strictly confidential and published only in an aggregated and anonymous manner.
  • Needless to say, we will filter responses and exclude irrelevant answers as well as answers from vendors, agencies, or consulting organizations.

Scotiabank Uses Mobile Messaging To Increase Digital Sales

Peter Wannemacher

[Note: This blog post is based on a new Forrester research report; clients can read the full text here.] 

Two years ago, digital executives at Scotiabank looked at the state of mobile banking and recognized the opportunity to roll out targeted mobile marketing to existing customers using the firm's mobile apps. At the time, too few banks were leveraging mobile as a marketing, sales, and cross-selling touchpoint — a problem that is still evident among US banks.

But rather than simply throwing random banner ads at mobile banking users, the digital team at Scotiabank opted to take a targeted approach that served up relevant offers in the user's context, made the "buy" task flow as convenient as possible, and put the bank in position to expand the effort in future years.

As a result, digital executives at Scotiabank have seen mobile cross-selling rates — as measured by year-over-year growth in unit sales via mobile banking — more than double, up 165% since the firm launched this effort.

Scotiabank’s mobile cross-selling initiative is just one example of a brand embracing the idea of mobile moments. Forrester’s wider research shows that mobile moments are becoming a major battlefield in banks’ efforts to win, serve, and retain customers.

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Digital Executives At Banks: Steal Ideas From Retailers To Win More Customers

Peter Wannemacher

Over the past decade, digital executives and teams at banks have made strides in digital selling by upgrading and improving their public websites — and more recently their mobile apps and sites. But conversion rates on many banks’ websites remain low — in some areas, well below 10% — even as consumers’ expectations for digital experiences rise.

To take their digital selling to the next level, digital marketing and sales teams at banks should look outside the banking industry for fresh thinking. One area to look for inspiration is retail: By adapting digital tactics that best-in-class retailers use, banking digital teams can make adjustments to their websites and mobile apps that boost conversion rates and sales overall. Forrester has just published a new report that outlines “What Banks Can Learn From Retailers' Websites.” Here are just three of the ideas we discuss in the report:

  1. Merchandise around customers’ needs and journeys rather than product silos. Retailers have found success by merchandising entire site sections, and even microsites, around customer journeys and events. Yet our research finds that virtually all banks still use products as the organizing principle on their websites. In 2013, Wal-Mart created a complete "back to college" microsite with digital marketing on key landing pages. As a result of this and other digital merchandising efforts, Wal-Mart increased the number of back-to-school products sold on its website by 30% year-over-year.
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Mobile-First Will Not Be Enough

Thomas Husson

The global mobile revolution is still in its early stages! Forrester forecasts that there will be nearly 3.5 billion individual smartphone users among more than 5 billion individual mobile subscribers by 2019. Mobile will clearly be the new battleground where you must win, serve, and retain your customers globally. Mobile is no longer simply a digital channel; it is an opportunity to transform customer experiences and to invent new businesses. It will be the hub of new connected experiences in mature economies but the ultimate “converged” medium in emerging ones.

To move away from simply shrinking and squeezing their desktop PC websites and ads onto mobile, many B2C marketers have embraced the notion of “mobile-first”. They are starting to design websites and marketing campaigns with mobile in mind instead of simply retrofitting their approach to mobile. More often than not, mobile-first still implies that you consider mobile as channel. While you must design with mobile in mind and adapt your content to smaller screens, this approach won’t be enough to fully address the upcoming global mobile revolution.

Marketers must now leverage mobile to transform their customer experience and to act as a catalyst for business disruption.

■  B2C Marketers must transform the overall experience to win in customers’ mobile moments . . .Marketers must stop thinking about mobile as a goal or a strategy and start thinking about how it can help them achieve their overall marketing and business objectives. Only 14% of the companies we surveyed have started down this path, and only 4% of them have allocated the resources, budget, and organization needed to undergo their own mobile mind shift. Those that are investing in the mobile mind shift are pulling ahead.

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What Can We Expect At Mobile World Congress 2015?

Thomas Husson

I remember the first time I attended 3GSM in Cannes: It was primarily a B2B telecoms trade show and centered on DVB-H, WiMAX, and other technology-centric acronyms. Fast-forward 11 years, and Mobile World Congress (MWC) will be the center of the business world for a couple of days (March 2 to 5). Some things don’t change: We will continue to hear too much about technology. Simply ignore the hype, especially around 5G; it will have no impact at all on your marketing strategy for the next five years!

However, the list of keynote speakers is a good indication of what MWC has become: a priority event for leaders willing to transform their businesses. The CEOs of Facebook, Renault-Nissan, SAP, MasterCard, and BBVA will be speaking, and more than 4,500 CEOs will be among the 85,000 attendees (only 25% of which are from operators). It is fascinating to see how mobile has changed the world in the past 10 years — not just in the way that we live and communicate but also in terms of disrupting every business. I strongly believe that mobile will have a bigger impact than the PC or Web revolutions. Why?

First, mobile is the fastest and most ubiquitous technology ever to spread globally. People in Asia and Africa are skipping the PC Internet and going direct to mobile phones; they’re the ultimate convergent device and often the only way to reach people in rural areas. As Andreessen Horowitz's Benedict Evans put it, mobile is “eating the world”. It has already cannibalized several markets, such as cameras, video recorders, and GPS, and is now disrupting entire industries, changing the game for payments, health, and education, especially in emerging countries. Second, mobile is the bridge to the physical world. It is not just another “subdigital” channel. This alone has a huge impact on business models. Last, mobile is a catalyst for business transformation.

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Which Banks Lead In Digital Sales? Find Out Here

Peter Wannemacher

[This blog post was co-authored by Rachel Roizen]

Hot off the presses: We’ve just published our 2014 US and Canadian Bank Digital Sales Benchmark reports, in which we assess the public websites of the five largest retail banks in each country — as well as their mobile sites and downloadable apps for smartphones and tablets. Our benchmark looks at a range of criteria across four categories: discover, explore, buy, and onboard (see image below).

Read the full reports by clicking on the following links:

                      

Here are some of the findings from the research:

  • Bank of America narrowly edges out the competition to take the top US spot. For the second year in a row, Bank of America earns the highest overall score among the five largest retail banks. The firm excels by simplifying the online application process (it takes just a few minutes and guides the user with clear feedback and progress indicators) while supporting digital shoppers with chat and click-to-call options. At the same time, Bank of America enables easy cross-channel shopping for digital researchers who want to move offline to apply, with branch appointment scheduling available online.
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Mobile (And Mobile Natives!) Will Be A Catalyst For Organizational And Cultural Changes

Thomas Husson

Marketing teams are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result? Marketing leaders are unsure about how to organize and support their growing mobile initiatives — they’re not even certain what responsibilities and talents they should allocate to mobile.

While CMOs are the primary leaders of mobile strategy among C-Suite executives, there’s rarely one clear mobile leader simply because mobile is not solely the domain of marketers. A third of marketers we interviewed still lack CMO support. While executives consider mobile as strategic, only 35% of marketers we surveyed consider they have the budget they need to support their initiatives. More often than not, we have found that marketing leaders lack mobile skills and ways to coordinate mobile across the company.

To help marketing leaders figure out the impact of mobile on their organizations, we have just updated our “Organize For Mobile Marketing Success” report.

Looking down the road, the widespread adoption of mobile technologies will deliver unprecedented levels of change for marketing leaders and their teams as:

  • Agile approaches to marketing will become standard. To embrace the velocity and agility required to reap the benefits of the mobile world, marketing leaders will need to transform their teams’ organization and processes. Mobile’s data granularity and velocity will drive the need to constantly iterate marketing campaigns and tactics.
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