In less than one week, Forrester's Forum For Marketing Leaders (April 29-30) kicks off in London. In addition to industry thought leaders from the likes of adidas, BBC, Eurostar, and Royal Bank of Scotland, we will be hearing from Nigel Vaz, Senior Vice President & European Managing Director at SapientNitro. During the panel session, "The Future Of Agency and Brand Relationship," Nigel and fellow experts will be discussing the role of agencies in helping brands succeed in the age of the customer.
In the run-up to the forum, I caught up with Nigel to get his perspective on the key challenges and trends in the agency-brand relationship. Here's what he shared with me, and do join Nigel at the forum to get the full story.
Q: How do you see the age of the customer impacting your clients' businesses?
A: The emergence of a whole new consumer group with different behaviours, expectations, and requirements has been fascinating to watch. This group of digitally empowered consumers own multiple devices and are online frequently throughout the day from multiple physical locations. Essentially, the adoption and usage of technology is more advanced among these leading consumers than is the case at many companies which seek to serve them. They expect brands to meet them in those places and spaces at a time of their choosing and for the experience to be consistent, wherever the touchpoint may be.
This is a guest post by Samantha Merlivat, a researcher serving B2C Marketing Professionals.
Programmatic advertising is revolutionizing the way online display is traded. It is set for high growth in 2015 across all of Europe and is a top item on marketers’ list of tech to investigate this year. After an initial take-up limited to direct-response, brand marketers are showing growing interest in programmatic buying and dedicating larger budgets to programmatic display campaigns. They embrace the ability to leverage first-party data to reach customers online and understand that therein lays their competitive advantage in the world of online display.
At the same time, European publishers – eager to meet brand marketers’ demand for more targeted, automated deals – are increasing the amount of premium inventory available through exchanges, primarily through private marketplaces. “In Europe, we see inventory and programmatic deals that are becoming more premium – even more so than in the US at moment,” notes Jerome Underhill, vice president of services and operations EMEA at AppNexus. These trends will fuel the growth of online media advertising spend, which will continue to expand at an annual rate of 12% in Western Europe until 2019.
This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.
Forrester’s Western European Online Display Advertising Forecast projects that online display advertising spend will rise at a CAGR of 10.3% between 2014 and 2019, jumping from €7.3 billion to €11.9billion. Two factors will account for the double-digit growth rate:
Mobile display will pick up quickly over the next five years, with tablet taking off full speed in virtually every European market. With their larger screen real estate and growing role in customers’ path to purchase, tablet-based ads will grow at a 40.5% CAGR over the period, attracting a third of total online display revenue by 2019.
Video and rich media formats are also growing strong. Video in particular will increase 20% annually over the next five years. Attracted by the higher opportunities for story-telling and building engagement, marketers will be willing to invest higher CPMs in these formats.
Since joining Molton Brown, shortly after its purchase by the Kao Corporation, Amy has modernised the brand and business operations, particularly in the areas of eCommerce, eCRM, and other digital marketing programmes. She has also successfully leveraged resources across the Kao organisation to help accelerate Molton Brown’s growth outside of the UK home market, and more recently has been working with the other Kao brands to better leverage digital assets and talent within the Kao organisation in EMEA and the Americas.
In the run-up to the Forum, I caught up with Amy and asked her these questions to uncover some of her messages for the marketing leaders attending our London event. Do join us on May 13-14 to hear Amy's full story!
William Hill PLC, one of the world's leading betting and gaming companies and trusted UK high-street brand, has recently undergone a significant strategy review. The strategic changes came in response to the fact that more and more of its customers want to engage with the company via digital and increasingly also via mobile platforms — which at Forrester we refer to as the mobile mind shift.
In this new business context, William Hill now focuses on three main initiatives for expansion: 1) develop a wider product range, 2) encourage greater multichannel usage, and 3) increase internationalisation. To better understand how it is tackling these business priorities and, in particular, how the firm is driving multichannel usage by delivering visible value (and in context), we invited Kristof Fahy, William Hill’s Chief Marketing Officer to deliver a keynote presentation at Forrester's Forum For Marketing Leaders in London coming up on May 13-14.
In the run-up to the Forum, Kristof was kind enough to answer a few questions to provide a sneak preview to the content from his speech. I hope you enjoy his responses as much as I did, and I look forward to seeing many of you in London!
Q. You’ve led marketing efforts at a wide variety of companies, from big and established brands like Orange and BlackBerry to challengers like Yahoo. Are there key things that all brands—regardless of size and industry—should be doing today to stay relevant and top of mind in our hyper-connected, multi-channel world?
I have just returned from our Forum For Marketing Leaders in San Francisco, and am now looking forward to being the host at Forrester's Forum For Marketing Leaders in London (May 13-14). Our analysts are excited to share with the European audience our latest Forrester thinking on brand-building in the post-campaign era and how to balance achieving business objectives whilst delivering highly contextual, real-time customer value. We will be joining forces with key industry keynote speakers such as Kristof Fahy, Chief Marketing Officer at William Hill, Amy Nelson-Bennett, President at Molton Brown Global, and Francesca Nieddu, Managing Director, CRM and Sales Planning, Intesa Sanpaulo.
As we make our final preparations for the event, I caught up with Francesca Nieddu from Intesa Sanpaulo about the marketing opportunities and challenges specific to retail banking. Here's what she had to say:
Q: Retail banking marketers aren't typically known for being customer-centric as they tend to focus their marketing efforts around products. What was the biggest barrier you faced as you attempted to pivot?
Today we’re publishing two reports exploring the current state of online video advertising, one focused on US and Canada and a second on Europe. This is a piece of research Forrester has conducted periodically over the past five years, allowing us to map the growth of the medium as it has risen to become a major component of the marketing plans for many brands, and this long-term perspective has allowed us to identify both the good practices and the bad habits that have taken root in the practice.
Amongst the positive elements are:
Many publishers now take great care to ensure that video content on their site is presented in an uncluttered fashion. This is allowing marketers who’ve bought in-stream ads access to consumers without having to compete against a barrage of banners on the same page.
Publishers in the US are leading the way here in delivering ‘clean’ viewing experiences – The New York Times and USA Today are good examples of how to present video in a way that benefits both advertisers and consumers.
The adoption of interactive ad formats has also gathered pace, bringing new and engaging approaches to in-stream video ads and facilitating a break from a ‘TV-lite’ medium toward something with its own creative boundaries to play with.
Over the past few years, the rise of the always addressable customer combined with a challenging economic environment and stagnant markets has created a perfect storm — challenging marketers' ingrained assumptions about how to best invest their budgets. And with that comes one major recurring question that senior marketers must face. While simple, it still proves daunting for marketers: How can I make sure that I have best allocated my marketing and communication investments to support my brand in the marketplace and clearly drive positive outcomes? We at Forrester have created a brand-new research framework — called playbooks — designed to effectively answer this crucial question, not only helping marketers figure out where to start but also providing a practical step-by-step guide to help achieve mastery in a given area.
Today I'm pleased to introduce you to the marketing mix optimization playbook to help you master the art of multichannel planning and the science of marketing mix modeling. With this playbook, we will help you to:
Discover: Chart a new course for marketing planning to drive effectiveness. Marketers will learn to better orchestrate their programs across platforms by mixing art and science and adopting the RaDaR framework.
Plan: Build a link between marketing investments and business outcomes. Marketers will learn how to assess their maturity and competencies for a modern marketing mix modeling initiative.
Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense competition stretch organizational capabilities to their limits. Enter the customer-obsessed CMO who can transcend the operational status quo and lead a companywide journey to establish new sources of competitive advantage. In my presentation at Forrester’s Outside In: A Forum For Customer Experience Professionals EMEA in London next week (November 6th to 7th), I will be explaining how CMOs can positively change the corporate culture around customer obsession. I will also be leading the track “Why We Need To Build A Customer-Obsessed Corporate Culture,” which takes a closer look at the challenges involved.
In preparation for the event, I caught up with one of our industry speakers from this track, Veronique Tordoff, UK market customer experience leader, Philips Electronics, to talk about how Philips Electronics is dealing with these challenges. Check out a preview of Veronique’s session in the below Q&A, or join me in London to hear the full story.
Marketing mix modeling solutions have been around for quite some time, providing marketers in several key categories with complex statistical models that aim to find the correlation between past marketing activities and business outcomes, like sales or market share.
However this space has recently seen significant changes, due to a few specific dynamics:
The proliferation of digital and social media with increasing importance in the marketing mix.
Marketers' increased demand for tools that are not only able to deliver insights on past campaigns but also able to give forward-looking recommendations on how to improve marketing return on investment (ROI) in the future.
The rising role that sophisticated software plays in integrating the ever-growing number of data streams and in enabling complex analysis to be navigated and customized via powerful graphic user interfaces.
To help navigate this complex and highly relevant space for senior marketers, our research team has published the first Forrester Wave™ for vendors in the marketing mix modeling space. We screened more than 30 vendors, shortlisted six that we consider to be the key players in this very fragmented market, and ranked them according to more than 40 different criteria. The evaluation uncovered a market in which:
MarketShare, Marketing Management Analytics, and ThinkVine lead the pack.
SymphonyIRI is a Leader but lacks collaborative functionalitites.
Marketing Analytics and Ninah are competitive Strong Performers.