In my last post, I steered B2B marketers away from building social
destinations focused on their products and services by suggesting they
participate in open, social networks before jumping on the community
bandwagon. I do think there is a place for B2B communities, but these
sites need to focus truly on the community first, not trying to sell a
firm’s wares. Case in point: ComplianceOnline.
I wrote up how you can can use ComplianceOnline's model to build an online community serving the needs of your firm in a recent report. I found that B2B marketers can learn how to build a successful B2B community by
following three key lessons: Gather the best content, encourage the
community to vet and contribute to it, and give members equal
opportunity to engage with potential buyers who visit.
If I had a dollar for every time I heard “our salespeople lack the skills or ability to (insert any of the following: cross-sell, sell higher, sell to value, get ahead of the RFP)” I would be a very rich person.
On June 17, Forrester published my latest research on
how business buyers use social networking sites to inform purchase
decisions, the role these sites will play in future buying processes,
and three key ways for B2B marketers to tap into open, social network
Two key insights coming from this research:
discussion forums and online communities are poised to become the
online supplement for colleague interaction and the decision to join in
community activity depends mostly on the quality of the participants —
the discussion relevance, demonstrated experience, and shared
The New York Times has put together a very interesting interactive graphic that shows how recessions behaved in the past, and what this means for the future. Please note that the picture below is a static image.
Saw this article today in moco ranking mobile ad networks in the US. They published these numbers, but don't stand behind them - at least entirely. I'm interested in digging a bit deeper into the UV calculation.
Millennial Media: 45.6 million
AOL/Platform-A's Third Screen Media: 28.6 million
AdMob: 25.7 million
Microsoft's MSN Ad Network: 25.4 million
Jumptap: 23.4 million
Quattro Wireless: 23 million
Yahoo! isn't mentioned. Google is not there - guess this doesn't include Search, but these online giants are popular at least with the consumers we survey. Oh, and no application networks or SMS. The article does back up Millennial's claim to reach. They'd have to be reaching just about every person who browses the mobile web in a given month - even those with one page view - to hit this published number. Aside from the rankings, good to see all of the networks doing so well. These numbers have been growing steadily over the past couple of years. With smartphones selling so well, usage of data services is growing. Forrester's data shows relatively few daily browsers outside of smartphone owners. Most of these ad networks show similar usage patterns. All of this traffic together Choosing ad networks isn't a topic I've researched yet. We do advocate though that brands find their customers, understand their mobile behaviors, and build a strategy from there. With the momentum in consumer adoption of mobile data services, it will soon be hard for any consumer or business-oriented brand to avoid the medium as a channel to engage with consumers for much longer.
Today Digeo went live with its Moxi Mate, the companion to its Moxi HD DVR, designed to provide whole-home DVR functionality. I sat down with Greg Gudorf, CEO of Digeo, a few weeks back and he previewed the box for me. A couple of my reactions were: 1) the quality of box-to-box streaming is phenomenal; 2) they even designed it so you can turn the panel lights off at night, assuming it will be a bedroom accessory.
The real secret power of this, however, comes with the free inclusion of PlayOn software, which allows your PC to stream online video from Netflix, Hulu, YouTube (and really any other online media content you want including music and photos) to your Moxi Mate box. This is a clever end run around the problem of trying to get the rights to integrate Hulu content into the box directly. (As we saw with Boxee, this is not something Hulu is excited to enable as it threatens their relationships with content owners.)
Love the device. But the fight over how media content will get around the home has only just begun, let the games begin!
The views expressed on this website/weblog are mine alone and do not necessarily reflect the views of my employer, Forrester Research.
I started this blog because I am passionate about how technology - specifically wireless - can impact businesses and how they engage with their customers. I worked as a management consultant for a number of years before becoming a wireless industry analyst at Jupiter Research. At Jupiter, I found that I was spending a lot of time interpreting our technology (and in my case wireless) research for regular consumer product and service companies. I figured, "why not write mobile research directly for these non-telco companies," as I call them.
In 2006, I launched mobile marketing and media coverage at Jupiter. When Forrester Research acquired Jupiter Research in August 2008, I decided with my corporate transition to make a coverage transition as well. I wanted to expand upon this research I'd started at Jupiter and look at mobile strategies more broadly. I wanted to conduct research and advise our clients on how mobile can help them achieve a wide range of business objectives.
Every consumer product and services company should be considering how they will engage with their customers within the mobile environment. Many clients ask me, "How will I know when I should have a mobile presence?" I ask, "How did you know when you needed a Web presence? Was it when 5% of your customers were online? 10% Was it when your competitors had a website? When did you decide to add rich media to your website? What percentage of your customers was connecting via broadband?" I ask many of our clients this question. The answer with most is, "The decision was strategic. We knew we needed a web presence. We sensed that the Internet would be an important medium for us to engage with our customers." Mobile will be the same. A mobile presence isn't table stakes today, but it will be.
We are very excited about the launch of the CMR blog, and are looking forward to engage in a conversation with you on topics that are close to our hearts. The blog will have multiple contributors, and I’d like to introduce the four key contributors to you:
Corina Matiesanu, Director, Data Operations and Insights, will publish on topics related to market research best practices and global consumer insights
Jackie Anderson, Consumer Insights Analyst, will publish on topics related to consumer behavior, social media, market research best practices, and customer segmentation.