Interactive Design Agencies In Europe — Please Report Your Capabilities In Forrester's 2012 Online Survey

Jonathan Browne

Once again, I'm going to write an overview of the European interactive design agency market to help Forrester clients identify design agencies to help them with their projects in Europe. The report title will be "2012: Where To Get Help For Interactive Design Projects In Europe." Participants will receive a copy of the research and their details will be included in the report.

I would like to invite interactive design agencies in Europe to participate. Please complete the agency survey at the following location:

https://forrester.qualtrics.com/SE/?SID=SV_3ItaKu2lYfupm3G

The survey is designed to gather data from European firms that have significant experience in designing and developing digital experiences (web, mobile, etc.). Survey questions cover interactive agency size, practice areas, industry expertise, locations, and a range of costs for typical engagements. If you know any agencies that should be included in my report, please forward the survey link to them or show them this blog post.

Thank you!

P.S. If you want a preview of the survey, you can see all the questions on the following site:

https://forrester.qualtrics.com/CP/File.php?F=F_089Q1OJFXDCdXvK

 

UPDATE (10/May/2012): Survey deadline extension. This survey will be open until 15/May.

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For P&G, Will The Revolution Be Digitized? Not The Way You Might Think

Jim Nail

 Last week’s announcement by P&G CMO Mark Pritchard that it intends to cut marketing costs in part by shifting money from TV to digital sounds like a possible revolution in the marketer’s traditional TV-centric approach. I agree with my colleague Tracy Stokes that this is not the end of TV.

Nor is it the beginning of a new drive for CPG brands to build digitally based one-to-one, CRM-style customer relationships.

But it is an opportunity for interactive marketers to increase their presence and impact on brand teams if they look ahead of the curve on how the increasing digitization of media, adoption of new devices, and impact of big data will have on TV advertising. Interactive marketers should position themselves to lead brands in the future by adding the tools and concepts of mass branding to their skill sets, then mapping their career path to these changes:

  • Today: Brands like Tide and Bounty still thrive with a brand strategy rooted in mass reach and emotive messaging. Now that is best delivered by TV, but Internet advertising has played the role of reach extender for years. The growth of online video should enhance this role but interactive marketers risk losing control of this medium unless they set aside their traditional action metrics and learn to speak mass media metrics with their colleagues.
  • Tomorrow: Digital will become more important as the Splinternet further fragments media consumption. But tablets and smartphones offer more than reach extension through complementary experiences that will key off the TV ad. Traditionally trained TV experts don’t have the conceptual framework to envision these opportunities; interactive marketers who can plan the reach and design the experiences will have an edge.
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Mobile Internet Use In The US Is Two Years Ahead Of Western Europe

Michael O'Grady

In two recently published forecasts — Forrester Research Mobile Adoption Forecast, 2011 To 2016 (Western Europe) and Forrester Research Mobile Adoption And Sales Forecast, 2012 To 2017 (US) — we looked at mobile Internet usage across the US and 17 countries in Western Europe.* Tracking the evolution of mobile Internet usage allows us to understand changes in consumer behavior and to better understand such things as the rise of mobile commerce. We found that in 2011, less than one-third of mobile phone owners in Western Europe connected to the mobile Internet at least monthly; this equates to 100 million individuals. In the US, monthly mobile Internet penetration reached 114 million people, approaching half of handset owners. Even the UK, which is one of the leading proponents of mobile Internet usage in Europe, lagged the US, with less than 40% of mobile phone users connecting to the mobile Internet at least monthly.

European economic woes have almost certainly had an impact, but factors like higher smartphone penetration, competitive data plans, higher post-pay subscriber penetration, and the faster rollout of 4G networks and handsets in the US than in Western Europe help explain this difference. In 2011, more than 17 million US mobile phone users already had 4G compatible handsets compared with only 1.6 million in Western Europe.

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Proving Theodore Levitt Wrong About Sales

Lori Wizdo

I (Lori Wizdo) am on a plane, flying to San Francisco, to participate in Forrester’s Technology Sales Enablement Forum. As I was prepping for my (limited) role in the event, I had a flashback to one of the most famous disses of the sales profession ever written. 

It’s contained in the 1960’s article "Marketing Myopia”, written by Theodore Levitt, which has become one of the best known and most quoted of Harvard Business Review's articles. The article is essentially about having a business strategy that concentrates on meeting customer needs rather than selling products. A key take away, which most marketing or business school grads remember, is the observation that “had railroad executives seen themselves as being in the transportation business rather than the railroad business, they would have continued to grow.”

However, it is also in this article that Levitt was breathtakingly critical of the sales profession: "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about." He went on to explain that sales "does not...view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody 'out there' who, with proper cunning, can be separated from his or her loose change."

Well, that might have been true then (who I am to disagree with a marketing legend) but it’s definitely not true now – and certainly not in the tech industry. 

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Translate Customer Analytics Into Action

Srividya Sridharan

Companies adopt advanced analytics tools and techniques to convert data into intelligence and drive key customer-facing business decisions. We see that customer intelligence (CI) professionals involved in customer analytics broadly perform three activities:

  • Generate analytics: Create and produce analytical insights using analytical tools and technologies.
  • Apply analytics: Choose the appropriate analytical methodology for the business problem and apply it to the context of the customer lifecycle.
  • Activate analytics: Use analytical output and insights to optimize customer experiences and to drive customer growth, share of wallet, retention, and lifetime value.
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The Data Digest: Introducing the Splinternet Engagement Index

Reineke Reitsma

My colleague Josh Bernoff recently published a report called 'The Splinternet Engagement Index." The idea behind this index is that it's getting harder and harder for companies to keep up with the pace of technology developments. Your customers now live in the splinternet — the fragmented world of web, social, video, and mobile touchpoints. Consumers want to reach you across all these touchpoints, but you can't afford to be everywhere.

The Splinternet Engagement Index is a single tool that measures customers' engagement with each of the four touchpoints and identifies how likely a group of customers is to demand connections across multiple touchpoints. First, the index measures consumer engagement with each touchpoint (based on a list of eight activities per touchpoint); it then scores the cross-touchpoint engagement.

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The Age Of The Customer Drives Four Insurance eBusiness Mega-Trends In 2012

Ellen Carney

This year, North American insurers overall are pretty darn happy. For starters, there clear signs that the economy is finally starting to gain steam, premiums are on the rise, the market’s firming, and the political will may well shift enough to revisit past regulatory reforms, particularly those that impact health insurers.  And these factors are coalescing into the new strategies for 2012.  In our “Trends 2012: North American Insurance eBusiness And Channel Strategy”, we discuss what factors are driving insurance ebusiness teams to:

  1. Become obsessed about their customers
  2. Get serious about how to collaborate better with their agents
  3. Focus on the infrastructure that supports the digital business
  4. Refine their thinking about what eBusiness means to the insurance ecosystem
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Lessons Learned From 1,500 Website User Experience Reviews

Adele Sage

After more than 12 years of evaluating website user experience, Forrester reached a major milestone — completing 1,500 Website User Experience Reviews. That's more than 100 reviews per year or more than 10 per month. Whew! We've been busy.

These reviews (using an expert/scenario/heuristic review methodology) span B2C and B2B sites, intranets, and employee portals across many industries and countries. What we do: We identify target users and attempt to accomplish realistic user goals for those users, and then we evaluate the experience on a set of 25 criteria graded across possible scores of -2 (severe failure), -1 (fail), +1 (pass), or +2 (best practice) for each criterion.

So what did we find?

  • Many poor experiences. Since scores for each of the 25 criteria range from a -2 to +2, total scores could range from -50 to +50, and passing all tests would result in a grade of +25 or higher. But the average score across all of our reviews was only +1.1, and only 3% of the sites earned a passing score (that's a total of 45 sites out of the 1,500. Yes, you read that right: 45).
  • Fluctuations in scores over time. The average score rises and falls when we look across versions of the methodology and over time. But, finally, in the latest version, there was a significant increase in the average score over the years just prior — a trend we hope to see continue. There's a similar pattern when we compare B2C and B2B sites. B2B sites have consistently lagged behind B2C sites in user experience scores, but we're finally seeing that gap narrow.
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Latin Americans’ Love Affair With Social Extends To Mobile Phones

Roxana Strohmenger

In 2009, we started the Latin American Technographics® product to understand how emerging Latin American markets like Brazil and Mexico are adopting and using technology. During this time, we have seen some very cool findings with respect to social media and social tools. We found that:

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SoLoMo Or So Not Yet?

Melissa Parrish

Are you thinking about SoLoMo yet?  My clients definitely are, and I haven’t been surprised by the number of questions I’m getting about it considering that 86% of US online adults engage in social media and 2/3 of online Generation Y fall into the SuperConnected category of Mobile Technographics®. But what does SoLoMo really mean?

It’s a concept that brings together social, local, and mobile media — and it’s intriguing to marketers because incorporating social engagement, local targeting, and the mobile customer into a single program seems like it should lead to especially creative and effective engagement. But I’ve been researching this topic over the past couple of months and I have a couple of concerns:  

  • First, the way we talk about SoLoMo puts too much focus on the technology and easily lets marketers slip back into technology-first strategies driven by trends rather than audience insights.   
  • Second,  SoLoMo programs often take the form of a check-in offer today. This can certainly be an effective marketing tactic for retailers and brands with brick-and-mortar presences. But isn't there something SoLoMo can offer other brands?
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