Looking Forward To Forrester's Marketing & Strategy Forum In London Next Month

Benjamin Ensor

Many of my colleagues in the eBusiness & Channel Strategy team at Forrester have been working extremely hard for the past few weeks, preparing for next week's Consumer Forum, which is taking place at the Hilton in Chicago on October 28th and 29th. Among my colleagues who are presenting their latest research are Brian Walker, Diane Clarkson and Zia Daniell Wigder, while Carrie Johnson is hosting the entire event. I'm sure it will be two days well spent.

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The Data Digest: Why Travelers Befriend A Brand

Reineke Reitsma

Social media has forever changed the way travelers interact with each other and companies — and its use is still growing. Forrester Technographics® data shows that 26 million more US online leisure travelers use social media in 2010 than in 2008. In fact, leisure travelers are really connected to travel companies beyond booking: A high 41% of US online leisure travelers have become travel social fans (TSFs) by friending, following, or becoming fans of a travel company or destination on a social networking site like Facebook, YouTube, Flickr, or Twitter. But why do they do this?

As the data shows, discounts are a powerful motivator. One in three friends, follows, or fans travel companies and destinations to learn about the seller's offers and discounts. As a result, smart travel organizations will start using social networking sites as extensions of their Web sites for travel deals. Travelocity, for example, has a 'roaming gnome' on its Facebook page that offers and promotes the company’s "Deals Toolkit." JetBlue Airways has a dedicated Twitter account, @JetBlueCheeps, to push special deals. Who will follow with the holiday season coming up?

Thinking outside the American and European box

Zia Daniell Wigder

One trend over the past year has been a growing interest in markets outside of North America and Europe. We're getting an increasing number of inquiries about markets in Asia-Pacific, Latin America and the Middle East - companies are anxious to map out their strategies for major eCommerce markets like Japan and China, as well as others such as Brazil and Russia. Retailers with an offline presence in affluent markets like the Gulf States are considering supplementing their traditional retail channels with an online one.

If you're looking to expand into any of these areas of the world, I wrote up some observations which were just published in Internet Retailer yesterday. Have a look if you're interested in emerging trends among online buyers in China, Japan, South Korea, Australia, Brazil and the UAE. 

The Trader Joe’s Experience: Simplicity For A Cost Leader

Paul Hagen

I came across a recent Fortune article describing the activities behind Trader Joe’s experience, which illustrate well many aspects I talk about for Cost Leaders in my latest customer experience strategy report. One aspect I found interesting was Trader Joe’s general absence of self-service that I pointed to for low-cost leaders. Rather, the company focuses more on simplicity and layers over it a distinct culture embedded in employees. It pays employees well — meaning it can be more selective in finding individuals who embody its culture — while keeping prices low through other means, such as limiting its selection. The company makes tradeoffs to deliver on low-cost expectations.

My take: There’s no single customer experience strategy, just as there is no single company strategy. The point for both is to find the mix of aligned activities that provide a company with competitive advantage.

Get Ready For Kinect To Completely Change Our Lives

James McQuivey

I'm in the business of identifying when there's a change in the wind coming that will push us in a new direction. On balance, I've been successful. So much so, that when something I staked my career on becomes commonplace, people are so used to it that they look back and think I was only pointing out the obvious. Like when the most senior faculty member in the advertising department at Syracuse University rejected the "Interactive Advertising" course I proposed to teach in 1996 because online advertising was "just a fad." I took a stand and got to teach the class, over his objections. Fast forward to today and online advertising is so obvious that predicting it is a thankless task.

I say this because I am about to take a stand I want you to remember. Ready? Starting November 4th, Kinect for Xbox 360 will usher us into a new era Forrester has entitled the Era of Experience. This is an era in which we will revolutionize the digital home and everything that goes along with it: TV, internet, interactivity, apps, communication. It will affect just about everything you do in your home. Yes, that, too.

I've just completed a very in-depth report for Forrester that explains in detail why Kinect represents the shape of things to come. I show that Kinect is to multitouch user interfaces what the mouse was to DOS. It is a transformative change in the user experience, the interposition of a new and dramatically natural way to interact -- not just with TV, not just with computers -- but with every machine that we will conceive of in the future. This permits us entry to the Era of Experience, the next phase of human economic development.

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How Mature Is Your Mobile Strategy?

Thomas Husson

How Mature Is Your Mobile Strategy?

To help consumer product strategists and executives answer this question and benchmark their mobile consumer strategy, Forrester fielded a Global Mobile Maturity Online Survey in Q3 2010. We interviewed more than 200 executives in charge of their company’s mobile strategy across the globe (40% in the US, 40% in Europe, and 20% in the rest of the world).

First, only a third of respondents said that they had had a mobile strategy in place for more than a year. Companies in this situation are from many different industries, but online players, media companies, and financial institutions are often more advanced. Forty-five percent of respondents are just waking up to the mobile opportunity and thinking about integrating mobile into their overall corporate strategy — just like they did a decade ago with the emerging online channel.

For the majority of respondents, mobile is mainly seen as a way to increase customer engagement, satisfaction, and loyalty. Mobile is less useful as a way to acquire customers and generate direct revenues — just 2% expect to generate more than $10 million in mobile revenues for 2010. While companies are assigning clear objectives to the emerging mobile platform, 23% of respondents still consider their primary objective with mobile to be to “test and learn.”

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Great Customer Experiences Balance Empathy With Problem Solving

Ronald Rogowski

I recently wrote a post describing an experience I had with an Empowered customer service rep at American Express. To sum it up, my 2-year-old was getting credit card applications in the mail so I called to get it stopped. The agent was surprised that this could have happened and moved quickly to get my daughter’s name off the marketing list. She was genuine and helpful. It was a great experience.

Since then, I’ve had a couple of not-so-positive experiences with other companies that have amplified the impact of the experience I had with American Express. I’ve also witnessed another that a colleague of mine had that made the American Express experience even more genuine.

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Already Marketing On Social Networks? Then You're Already Marketing On Mobile

Melissa Parrish

One of the reasons marketing on social networks is so popular is that the consumers a brand can reach are largely active, vocal and willing to connect -- with each other and with their favorite brands.  But did you know that 22% of US online adults with cellphones access their social networks via mobile at least monthly?   In my new report, I explore research that shows that these particular social networking users are even more active, vocal and willing to connect than the general population.

Consumers who access social networks via mobile over-index on every rung of the Social Technographics® ladder, except for inactives.  More interesting?  Mobile social users have specific, focused intentions that differ from desktop mobile users:  They're interested in immediacy, entertainment, and in knowing which of their friends and favorite places are physically nearby. 

Keeping in mind the specific interests of these extremely socially active consumers, marketers can optimize their already-existing social campaigns to make them even more successful for mobile users.  For recommendations on how to optimize your own campaigns with little additional effort or cost, check out the full report.

Have you already optimized your social messaging for mobile users?  If so, I'd love to hear what you changed and what the results were.  Head to the comments section to share your case studies!

500MM Users...So Why Can't They Show You The $$??

Sucharita  Mulpuru

I was so glad to read Malcolm Gladwell’s piece in the New Yorker, because as a Facebook bear, I often feel alone in the wilderness.  Finally, I thought, a widely respected contrarian on the topic of social networks!  He says the “revolution won’t happen on Twitter.”  And I say “no one's revenue will come from Facebook.” 

While there is no shortage of bragging about how many people in the world are on Facebook, sadly none of them have generated any significant revenue for other companies. That may very well be The Social Network's bane.  I spend much of my day talking with, surveying and interviewing retailers and the general consensus I hear about social networks is that they just don’t drive revenue.  Nearly 60% of retailers agree that the returns on social marketing efforts are unclear.  Retailers tell us Facebook fans don’t buy after becoming fans, they don’t click on the posts that retailers make, and no one visits or buys from the Facebook stores (unless that’s the only place where your merchandise is available).  I contrast social networks with search, which even 10 years ago was regarded as one of the most effective marketing tactics out there even when few retailers were using it.  The State of Retailing Online Report from way back in 2001 had 88% of retailers saying paid search was effective.  To this day, search continues to retain that honor.  Social networks?  Not so much.  Only 7% of retailers say it’s an effective customer acquisition source.

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Brand Experience Workshop: Learn The Tools Of Web Site Brand Experience Reviews (October 27th, Hilton Chicago)

Ronald Rogowski

Ever wonder why Web sites offer such lackluster brand experiences? Want to know how your site can help you differentiate your brand online?

If you care about how your brand succeeds online and are attending Forrester’s Consumer Forum 2010, I encourage you to consider attending our Web Site Brand Review workshop on Wednesday, October 27th (the day before the forum) at the Hilton Chicago.

During this one-day session, I will be presenting insights into the dos and don’ts of creating Web sites that effectively build brands. Attendees will learn the same methodology Forrester uses to evaluate how well sites build brands as published in reports such as “Best And Worst Of Brand Building Web Sites, 2008,” “Best And Worst Of Financial Services Brand Building Web Sites, 2009,” and "Web Site Brand Experience 2010: Hotels." 

This promises to be an educational, interactive, and entertaining way to learn the tools that will help you create the online experience your brand deserves. And, if you are attending the forum, we are offering a special discounted rate. For more information, and a detailed agenda, please visit the event page.