Forrester Blogs For Marketing & Strategy Professionals
This is a roll-up of all Forrester blogs written for Marketing & Strategy Professionals. Role-specific blogs are listed below. Visit Forrester.com to learn how we make Marketing & Strategy Professionals successful every day.
Companies are trying to get in touch and have a conversation with their customers through social networks, but customers' interaction with companies are mostly driven by promotions or personal gain. Data from our North American Technographics online survey shows that the majority of consumers reached out to companies to enter a sweepstake of to register for a promotion. .
I just arrived back from a packed Shop.org Annual Summit. Several of us
from Forrester took part in the conference, with Sucharita delivering a keynote
on day one and Patti interviewing eBay’s John Donahoe on day two.
More and more clients are asking me to help them assess how ready their clients (usually businesses) are to engage with them via social media. This generally drives a research project. The answers are aften much more positive than clients expect.
Recently I was presenting at a major conference by Purina. What amazed me is how many retailers and distributors of horse, goat, and cattle feed were using Facebook and Twitter to stay in touch with their clients on the range.
If Web 2.0 social media is that penetrated into the farbric of America, so that it is now common "out on the range," I can think of few other businesses that would not benefit from its adoption for marketing, market research, or generally driving customer intimacy.
Does anyone have any surprising social media stories they can share?
Lead management automation requires a degree of process maturity
many B2B firms don't possess. The result? In the market overview
report about this market, published today,
I found underachievement by vendors and users alike. While the benefits
of adopting lead management automation are clear -- successful
implementations enjoy more predictable deal conversions, faster sales
cycles, and real alignment between marketing activity and sales results
-- market penetration is low. We estimate that only 2% to 5% of B2B
firms have invested in full LMA functionality to date.
Today iRex announced the launch of its first consumer eReader, which will be available for sale for $399 at Best Buy, Costco, and other US retailers this holiday season, with distribution in Europe coming in Q2 2010. The skinny:
It used to be that sales people could hit their numbers by responding to inbound inquiries (leads, RFIs, RFP, etc) from various companies within their territory. Now, however, these same reps are forced to develop opportunities from scratch as go-to-market models are increasingly more account–based than in the past. In addition, most firms are finding their win rates for unsolicited RFPs drop below 25%, a fact that contributes to the growing cost of sales.
The pace of innovation is accelerating in the mobile space like never before and opening up new opportunities. Mobile has the potentiel to bridge the digital and the real worlds. Not a day without a new mobile augmented reality service or application out on the market. Of course, that's still niche but it clearly demonstrates the potential of the mobile platform.
If you disagree or if you don't get my point, just watch the video below
This video is not brand new and has already been seen close to 500,000 times. The service is provided by an innovative start-up that offers a reality browser available for Android. However, these types of applications are flourishing. See for example the Métro Paris application here or more recently the Meilleursagents.com app here.
I bet the best mobile service at the next MWC conference in Barcelona will be a mobile augmented reality app or service. If you haven't submitted your service, the contest is now open at www.globalmobileawards.com.
If you are in the office when reading this blog post, please take a moment to look around to your colleagues and register what they're doing. Are they on the phone? Using their BlackBerry's? Do they have an iPhone on their desk? Are they using the PC? What for?
To understand better how employees perceive and use technology Forrester recently launched a product called Workforce Technographics(R). We surveyed 2,000 people in the US with jobs in which they use a computer covering topics like how much time they spend with their computers and phones, which applications they use daily or even hourly, what applications they find indispensable, who they work with, and much more.