The Sales Enablement Forum Is ALSO For B2B Marketing Leaders - Check it out!

Peter O'Neill

I would like to take the opportunity to remind you of our upcoming Sales Enablement Forum on March 2-3 in Scottsdale, Arizona,where the overall theme this year is about the different approaches required to optimize your B2B sales channels. Our research shows that more transactional buyers now prefer more automation and self-service (eBusiness); whereas executives who are involved in buying prefer (no, insist on) having conversations and engagement that match their problem-solving needs. So we have designed an agenda that covers direct selling, selling through channel partners, as well as selling through eBusiness interactions. And, as this is a strategic topic, over and perhaps above the discipline of selling itself, most of the presentations will be made by marketing leaders in the B2B companies we have invited.

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Focus Social Marketing On Clear Business Outcomes

Clement Teo

Asia Pacific marketers have moved from experimenting with social media in the recent past to integrating it into their marketing mix. However, a large number are guilty of setting and measuring metrics, such as vanity metrics, that do not inform the next course of action.

To increase your chances of social marketing success, you must:

  • Build an understanding of your audience. Brands all too often mistake social media platforms as a broadcast channel and rave about their own products and services without first understanding the conversations going around them. Astute marketers will first deploy listening platforms by studying the social behaviors of their target audiences and the context of their conversations. Forrester’s Social Technographics® will tell you both how social your audience is and the types of social behaviors in which they engage.
  • Invest in social marketing based on clear business outcomes. Many Asia Pacific marketers are still allocating media budgets based on user consumption of media — or worse, on how budgets were allocated in previous years. But this model is obsolete, thanks to new methods of accessing data and harnessing technology. Marketers must be able to answer which specific social activities drive specific business outcomes and boldly reallocate marketing investments based on these. For instance, marketers must show how their Facebook strategy has driven fans to their eCommerce site and helped stimulate them to complete a sale.
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eCommerce Sales In Brazil, Mexico And Argentina Will More Than Double By 2019

Zia Daniell Wigder

Latin America remains solidly on the radar of eCommerce leaders taking their brands global—at the same time, local players are rolling out sophisticated offerings of their own to compete with the growing number of international players in the region. Which trends will propel eCommerce forward and how big will these markets be in five years? Our newly published forecast addresses both topics for the three largest markets in Latin America: Brazil, Mexico and Argentina. We find that:

Young, increasingly digital shoppers are driving eCommerce across the region... The markets of Latin America boast not just a rising middle class, but also a young, digitally savvy population. Indeed, while the average age in the US is 38, in Brazil and Argentina it’s 31 and in Mexico just 27. These young consumers are accelerating the shift to online shopping and embracing mobile just like their counterparts around the globe. Still, business leaders that are eagerly eyeing the region must bear in mind that mobile commerce is still at an early stage—it does not yet represent the same high percentage of online sales as in some Asian markets.

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The Pinterest Conundrum

Nate Elliott

I’ve been thinking a lot about Pinterest for the past year. I first planned to write a report about the social upstart last summer. When that deadline passed, I was certain I’d produce something in the autumn. Now here we are in the dead of winter, and at long last today we published our report on how marketing leaders should use Pinterest.

The reason it took so long? Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.

On the one hand, there’s so much opportunity:

  • Pinterest boasts a fantastic audience. In fact, 21% of US online adults visit Pinterest at least monthly — nearly as many as use Twitter and more than use Instagram and Google+. Those users spend freely online, they’re willing to engage with brands in social media, and when they talk about products on Pinterest they drive vast amounts of traffic to brand sites.
  • Pinterest’s data has the potential to drive more sales than Facebook’s data. After all, Facebook users generate mostly affinity data: information about their tastes and preferences, based on their past experience with brands and products, that’s better suited to targeting brand advertising than direct marketing. But Pinterest users don’t only share historical affinities; they share the kind of purchase intent data that’s more commonly seen on search engines like Google. And just as ads targeted with Google’s data generate outstanding direct response, so will ads targeted with Pinterest’s data.
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Enterprise Marketing Technology Embraces The Mobile Mind Shift

Rusty Warner

This week Teradata became the latest Enterprise Marketing Software Suite vendor to extend its commitment to mobile, announcing the acquisition of Appoxee, an Israeli-based mobile marketing SaaS provider. Appoxee complements Teradata’s Digital Messaging Center (based on the 2012 acquisition of eCircle) with technology capabilities for messaging personalization, contextual targeting, in-app notifications and mobile analytics.

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Announcing Forrester’s 2015 B2C Commerce Suites Wave

Peter Sheldon

Over the past 3 days some 30,000 retail attendees from across the globe gathered in New York’s Javits Center for the annual National Retail Federation Big Show. This year there was a visible increase in both the number of commerce technology vendors exhibiting and the size of their respective booths. For the eBusiness, omni-channel, merchandising, digital and business technology teams in attendance, 2015 will represent another year of robust investment in commerce suite technology. However, retailers face a daunting task differentiating between the vendors in what is an increasingly mature solution space. As luck would have it, Forrester has just released our 2015 Commerce Suite Platforms Wave update to help you. We spent the last 4 months putting eleven of the leading commerce technology vendors through a grueling process of due diligence, product demos, capability assessments and customer reference checks. We looked beyond features to examine toolset usability, extensibility, integration of suite modules, and innovation strategy. Here’s what we found:

  • Demandware, hybris, IBM, and Oracle Commerce lead the pack. These four vendors represent the best of the best and reflect a solution space that has been maturing since its inception 15 years ago. These  vendors go head-to-head in almost every midmarket and enterprise commerce deal and for the buyers of these solutions, the ultimate selection decision often comes down to price, vision, and alliances more than functionality and features. When it comes to the core capabilities (such as pricing, offers, site search, promotion, carts, and checkout), these vendors all pack a heavy punch, with extensive, mature capabilities that, frankly, go beyond the needs of many of their clients.
     
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Your 2015 Mobile Insurance Resolution? Align Your Mobile Insurance Strategic Plan With Changing Market Realities

Ellen Carney

Like most of us, you probably made a few resolutions you’re hoping to keep in 2015—eating better, exercising regularly, and  reading more.  Why not add one more resolution that will help you, your company and more importantly, your customers and agents?  Keep your mobile insurance strategy current with new technology; customer, employee, and partner expectations;  and pressures that are coming from competitors and more importantly, non-insurance competitors.   Because one thing’s for sure—the pace of change in mobile and insurance is crazy, as evidenced by all the new examples of mobile insurance innovation that we uncovered while writing our soon-to-be published update of our 2012 report,  “The Future Of Insurance Is Mobile”.

Need some help in updating your mobile strategic plan? Earlier this week, we published a major update to the Strategic Plan chapter in Forrester’s  Mobile Insurance Playbook. The report, “Get Mobile Insurance Strategy Right By Designing For Customers' Mobile Moments”, answers two essential questions: How do we build a strategic plan, and what should be in that strategy?  It also provides a framework for the plan that encompasses four processes:

  1. Identify mobile moments and context.
  2. Design the mobile engagement.
  3. Engineer processes, platforms, and people for mobile.
  4. Analyze results to monitor performance and optimize outcomes.
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Has Technology Changed How We Think?

Shar VanBoskirk
I've just started work on a report tentatively titled "How People Choose." I'm interested in studying how technology is influencing user decision processes. My hypothesis is that technology is fundamentally rewiring us so we actually rely more heavily on gut-based decisions than on well-rationalized ones. If you buy Daniel Kahneman's notions of fast and slow thinking (others have called it irrational and reasonable, or emotional vs rational thought), then my theory is that people are outsourcing more and more of their rational decisions to technology. This means, that what is left for most of us is a heavier reliance on our fast thinking, our impulses, and our gut-based response, when making decisions.
 
If this hypothesis is true, then marketers should actually focus on influencing impulse, rather than all of the linear, direct-response types of marketing sequences they prioritize today.
 
I'm just kicking off my research, so my overall hypothesis may evolve as I get some research under my belt. But my end goal is to write a report for marketing execs that would help them think through HOW to influence user decisions in a future where the fundamentals of how we make decisions have changed.
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Customer Obsession Differentiated Uber's Hailing Services In China

Gene Cao

Uber faces fierce competition in China from local taxi hailing service providers Didi and Kuaidi Taxi, which both launched Uber-style e-hailing services in 2014. Both providers use a costly subsidy model to entice taxi users to switch to e-hailing services. Kuaidi Taxi, which recently received $700 million in Series D funding to buy more self-owned e-hailing vehicles, has hired more drivers and continues to provide subsidies. Uber has a smaller user base than either Didi or Kuaidi and limited funds that it can leverage — so to win customers in China, Uber must engage customers differently. Uber can leverage its global organization’s existing customer analytics strategy and tools to better understand their (potential) customers and engage with them throughout the customer life cycle.

On New Year’s Eve 2014/2015, it was predicted that taxi service would be unobtainable as people concentrated on the New Year countdown. Uber analyzed historical customer data and was able to provide more appealing e-hailing options than Didi’s and Kuaidi’s cash coupons. Uber contacts customers in advance and asks them to confirm any rate increases due to its dynamic pricing model; this helps to set the correct expectations with customers about fares:

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What Will You Do Differently In 2015?

Erna Alfred Liousas
The start of a new year provides an opportunity to take stock of our environment and do things a bit differently. This year, I am addressing the role microvideo can play within a marketing strategy. 
 
Though we all enjoy receiving information about items that are of personal interest, we may find we have a few “go-to” sites.  This may be due to the presentation of the content, the ease with which we can interact with it, or a host of other reasons. Microvideo is versatile and provides numerous opportunities for marketers. Let’s use color as an analogy for this type of content. I have certain colors in my wardrobe because they work across a multitude of other colors. Marsala, Pantone’s 2015 color of the year, is described as an “elegant, grounded statement color when used on its own or as a strong accent to many other colors.” 
 
 Twitter profile for Pantone highlighting 2015 color of the year Marsala
 
Microvideo is similar. It can stand on its own or supplement targeted interactions with your customers. Just take a look at what Lowe's has done to keep us inspired. 
 
Vine profile for Lowe's
 
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