“The State Of Consumers And Technology: Benchmark 2012, US” Shows How Consumers Connect

Gina Fleming

I am delighted to announce that our annual report on The State Of Consumers And Technology: Benchmark 2012, US is now available. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers have changed over the years. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual Technographics® online benchmark survey that we've been fielding since 1998 and for which we interview close to 60,000 US online adults. The report covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile.

We analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. Age is a key factor behind consumers’ usage of and attitudes toward technology. However, one finding spans the generations: Consumers of all ages embrace the opportunity to find information and connect with people and brands wherever they are. And while online penetration in the US remains the same as a year ago — at 79% of all adults — the depth of Internet usage has grown; more consumers go online on a daily basis and they connect on more devices. The graphic below illustrates our point: US smartphone owners use their device almost everywhere. They aren’t just connecting at home but wherever they go; in fact, they’re more likely to access the Internet on their phone in a store than in their own kitchen.

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Our B2B Marketing Tactics Survey On Revenue Acceleration Has Several Surprises

Peter O'Neill

 

This month, we have been studying the returns from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey of more than 328 B2B demand management marketers in the US and Western Europe. We asked a total of 34 questions, covering the revenue acceleration tactics that marketers deploy and in which lead-to-revenue process phase; how effective these tactics were in terms of conversion rates across the L2R processing; and several other questions about resources. We also asked about their progress in adopting various systems of marketing automation software. Lori Wizdo presented some of this data in her Webinar on November 20which Forrester clients can replay. Data highlights and curiosities include:

·  US marketers prefer tradeshow and print. US-based companies have a 50% larger allocation on this spend item compared with European companies. They also  allocate 30% more for print advertising.

·  Top-performing marketers spend differently. Companies with better-than-planned revenue growth, or where marketing contributed more than 50% to the sales funnel, mixed the 16 possible tactics differently, with the biggest differences in their usage of trade shows, SEO, and social marketing for lead origination.

·  B2B marketers prefer to create their own content, mostly for lead nurturing. Even more, the data shows them stuck in the product marketing comfort zone, and their marketing content fails to deliver at all in the awareness phase.

·  Email campaigns can work, if done well.We asked if they “send out individualized mails based upon prospect-specific data and behavior.” While 30% said yes to this, among the top performers, it was 48%.

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Outside In Holiday Promotion (Part Two) — Book Giveaway!

Kerry Bodine

Our book giveaway contest is over and our 10 randomly selected winners are:

Holly S. from Fannie Mae
Arshad F. from Mobrise 
Thomas Z. from CIO2020.com
Juha-Pekka H. from P&C Insurance
Monika K. from HSBC
Francesco R. from Pasticceria Romeo
Kim P. — @retaincustomers
Christian B. — @CSinnovations4
Derek G. — @derekgardiner
Zsolt N. — @zsoltnagy4
 
Someone from Forrester will be in touch soon. Congratulations, and happy reading!

 

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What simple innovation brought billions in new investments to Fidelity? What basic misunderstanding was preventing Office Depot from achieving its growth potential? What surprising insights helped the Mayo Clinic better serve both doctors and patients? The solution in each case was a focus on customer experience, the most powerful — and misunderstood — element of corporate strategy today. Your gut already tells you that customer experience is the key to business success. Now you can prove it. Based on fourteen years of research, Forrester’s new book Outside In offers a complete roadmap to attaining the experience advantage.

Want to win a copy of Outside InWe’re giving away 10 copies this Friday, December 14. You can enter to win two different ways:

Option 1: Tweet

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Groundswell B2B Awards

Peter O'Neill

One of the most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And we know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers. This year, we received 45 entries and we judged submissions across seven categories: Listening, Talking, Energizing, Spreading, Supporting, Embracing, and Mobile. 

Earlier in November, we announced the winners and then presented a Webinar to Forrester clients where we discussed the awards process, criteria, highlights, and named all the winners. And we described why they won their awards as well as featuring many other entries that we thought warranted an honorable mention.

Download this podcast to hear more from Kim Celestre, Zachary Reiss-Davis, and myself about the Groundswell B2B Awards (it runs for around 45 minutes):

https://s3.amazonaws.com/ForresterTechnoPolitics/webinar_110812_oneill_celestre_reiss.mp3

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The Globalization of eCommerce in 2013

Zia Daniell Wigder

In 2012, online retailers continued to expand into new geographic areas, with many eyeing eCommerce markets beyond those of North America and Europe. Local partnerships and adaptations were key: In China, Neiman Marcus, Macy’s, and eBay all invested in or partnered with local players to expand their footprint in the market. In India, Amazon launched with Junglee, an online shopping service adapted to comply with foreign direct investment restrictions – in Brazil, the company launched with e-books.

The next year will see eCommerce organizations continue their global initiatives. In 2013, we expect to see the following trends:

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Stuck In The Middle…Delta Makes It A Remarkable Journey

Sheryl Pattek

Last week I started my trip to Boston on a packed flight in a middle seat. If you travel as often as I do and have been stuck in the middle, you know how unpleasant it can be. 

So, you can imagine my surprise when Delta turned my stuck-in-the-middle experience to a remarkable one of customer delight.   

Delta exceeded my expectations by delivering on the promise of what Forrester calls a TRUE brand — trusted, remarkable, unmistakable and essential. In our 21st Century Brand Marketing Playbook, we discuss how these four traits will strengthen the brand pillars that support consumers' new expectations of brands. And how brands that can forge an emotional connection with their customers will enjoy a sustainable competitive advantage. By delivering a remarkable brand experience, Delta strengthened its brand promise, created a strong emotional connection with me, and more.

Here’s how Delta changed my unpleasant travel experience to a remarkable one:

  • I was sitting in a middle seat on a flight from Atlanta to Boston on Monday afternoon
  • First thing Tuesday morning, I received the email below from Delta apologizing that my travel experience was not as comfortable as they would have liked.
  • And, they didn’t stop there. They deposited 500 miles into my SkyMiles account for the inconvenience.
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Our Upcoming Forum On Revenue Acceleration Touches Sales, Marketing And Channel

Peter O'Neill

My colleagues and I (Peter O’Neill here) have been busy here at Forrester putting together the agenda for our next Forum which is in Scottsdale, Arizona, on March 4, 2013 under the title “Accelerating Revenue In A Changed Economy.” Now, achieving that objective requires contributions from many different parts of a B2B enterprise – it is more than a sales enablement topic. So we have gathered together a strong team of analysts from across Forrester to work on content and invite leading practitioners who they work with to provide insights and to advise members on these three B2B functions:

·  The sales and marketing teams that support the direct sales organization that must be empowered and enabled to grow their assigned accounts

·  The marketers in the demand-generation group who must power up their revenue management processes, find new logos and generate new business (see previous blog)

·  The channel management team which needs to orchestrate and manage the partner community to win their loyalty and business.     

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Engaged Employees Do The Right Thing Because It’s The Right Thing To Do

Harley Manning

Recently I was on a panel about the impact of cultural change on customer experience. My fellow panelists included Meltem Uysaler, a senior vice president of customer experience for Citi, and Patricia John, the customer experience director for Europcar UK (a car rental agency).

Right at the end of the session, Patricia responded to an audience question by saying that Europcar focused on creating a customer-centric culture because they can’t script every interaction. Therefore, employees need to be able to make the right judgment calls on their own when dealing with customers (or anything having to do with customers, which includes virtually everything a company does).

Patricia John is right. At Forrester, we see this dynamic time and again through our research. For example, every time I see USAA’s Wayne Peacock speak, he always uses the phrase, “We do the right thing because it’s the right thing to do.” That’s extremely credible coming from Wayne: He’s the EVP of Member Experience at USAA, which is the number one bank, the number one credit card provider, and the number one insurance provider in our Customer Experience Index.

You, too, probably see this dynamic because it plays out in the news every day. Just compare the decision made by a Southwest Airlines pilot to the decisions made by some United Airlines employees.

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The Data Digest: Uptake Of Mobile Messaging In Europe

Reineke Reitsma

This week, there was a lot of blogging and commenting around Facebook possibly acquiring mobile messaging company WhatsApp. And although WhatsApp quickly denied that Facebook acquisition talks were happening, I still really enjoyed all the analysis shared by the different technology blogs on why this would be an interesting deal. Many of these mentioned the differences between adoption of Facebook Messenger and WhatsApp in Europe versus in the US.

In fact, the news got me wondering to what extent consumers use mobile messaging at the moment. Forrester’s European Technographics® Consumer Technology Online Survey, Q4 2012 shows that just over one in 10 online European adults (16+) use mobile messaging (e.g., WhatsApp, Skype, or Viber), and this rises to 21% for European smartphone owners. Further analysis shows that usage is very much driven by age:

 

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Using Mobile Phones To Augment Our Reality

Julie Ask

I was standing out in Union Square in San Francisco a couple of weeks ago. It brought back memories of my "crazy lady in Macy's" journey. This time, I was standing on the sidewalk in front of Forever 21. Capturing the looks of those passing by watching me use my phone to look at the shop window could have been more interesting than what I was capturing on my screen. I give marketers and retailers credit for pushing the envelope and experimenting with mobile technology. Unfortunately, it seems like we are not a LOT further along than we were a year ago. Some combination of the CPUs, GPUs, and networks cannot keep up with the tracking to overlay much more than 2D images. The experiences are triggered from a narrow band or library of symbols, graphics, and pictures. 

Retailers shouldn't be discouraged from using AR; AR is a very good tool to facilitate the discovery and consumption of simple content. 

I also believe that AR is well suited for entertainment and amusement - a good way to engage with the consumer base and offer an enhanced experience. 

Check out the muppets Band-Aids. 

Also check out the Zappar t-shirts being sold; the cost of the service is low, with Zappar sharing in product revenue. Their time-to-market is short in terms of preparing the content. Their app is already in the app store - altogether, very low barriers to entry to use AR with your products. 

 

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