Taking B2B Marketing to the “Next Level” in 2010

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

Thanksgiving is next week, and it marks the start of the mad dash to
the end of the year. As I look towards 2010, I see B2B marketers, in
the tech industry and elsewhere, face increasing pressure to reach
decision-makers, justify spending, and deliver high-quality leads to an
increasingly dissatisfied sales organization. Compounding these demands
is a lingering recession and increasing pressure from product
commoditization, new business models, functional outsourcing, and a social groundswell where buyers turn to peers to validate purchase decisions.

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Bing/News Corp: Not a Game Changer

It’s Berlin, Circa 1989, and the Media Industries Are East Germany

James McQuivey

Allow me to add my voice to the chorus of those applauding the fall of the Berlin wall twenty years ago this month. It was this event that taught me firsthand why revolution is simultaneously impossible as well as inevitable. In 1986 I sat with other students from around the globe just blocks from the wall and debated whether it would ever come down. The naïve among us insisted freedom was imperative: It was inevitable. The others asked if we had stopped to think about the massive relocation of people, economic resources, and government structures that such a revolution would require: It was impossible.

Until it happened, just three years later.

 

Brandenburg tor eastside

The author, pictured left, photographed in front of the Brandenburg
Gate from what was then the East German side

 

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Oprah abandons broadcast TV for a life in cable: Oprah, we need to talk...

James McQuivey

Just this Monday Sarah Palin told Oprah she was "the queen of talk shows." Which might mean there's no better time to abdicate the throne than when you're clearly on top (and when the #2 talk show, Dr. Phil is produced by you). 

But Oprah didn't just announce that when she wraps her 25th season in 2011 she will wrap the show for good. No, she announced that she would also begin the next chapter in her mega-successful life: she's going to move to cable. Her cable network, titled OWN, for Oprah Winfrey Network, was actually announced some time ago, so while that's not news, the fact that Ms. Winfrey is moving away from daytime television's most-watched show to build a fledgling cable network is an eyebrow-raiser. 

Because cable TV is no safe haven away from the woes of broadcasters.

Audiences are fragmenting, cable TV is having a harder and harder time maintaining viewers in the face of the DVR and Hulu one-two punch. In fact, OWN was supposed to be up and running this winter but was postponed because of the challenging advertiser climate. It's a climate that's not going to get dramatically better even if our economy continues to improve. That's because advertisers have many alternatives for their advertising dollars, including the Internet, where more and more spending is shifting every day, reaching nearly $26 billion this year (see our July 2009 Interactive Marketing Forecast report for more detail).

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The Data Digest: A Deep Dive Into Asian Consumers' Online Behavior

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

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A final snapshot of our Marketing Forum EMEA

Zia Daniell Wigder

By Zia Daniell Wigder

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Forgive the
long post, but I wanted to make sure I captured the final sessions of our
Marketing Forum EMEA for those of you who were unable to join us in London over the past
couple of days.

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The mobile revolution is just getting started

Thomas Husson

I just presented the latest findings of a new research published "Mobile Technographics in Europe" to Forrester clients at our London Consumer Forum.

This report looks at the state of the European mobile market and at how consumers are using mobile services. We have created different profiles looking at how consumers are using their mobile phones in the different countries.

Over the past two years, the introduction of the iPhone has changed the way consumers and brands perceive mobile phones. It acted as a marketing catalyst, raising awareness of smarter devices and conveying the idea that there are as many mobile services as there are consumers. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly as entertaining and productive devices that can help them in their daily lives. More than 40% of European consumers are beginning to demonstrate sophisticated usage of mobile services.

We expect this to grow over time led by the two most sophisticated group of users (SuperConnecteds and Entertainers). They will change the general perception of mobile phones:

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On to day 2 of Forrester’s Marketing Forum EMEA

Zia Daniell Wigder

By Zia Daniell Wigder

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Our events are well underway in London: We spent Monday with Forrester Leadership Board’s eBusiness Council, then on Tuesday the official Marketing Forum EMEA kicked off. You can follow some of the conversation live on our other blogs - I’ve also
summarized a few of the keynotes below.

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Online Measurement: Taking The Debate To The Next Level

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

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At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.

For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):

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The Data Digest: US Triple Play Subscribers' Profile

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Seventy-seven percent of online consumers have Internet, TV, and phone services. Data from our North American Technographics Mobile And Telecom Online Survey, Q3 2009 shows that of this group, about a third receive all three services within a bundle. Consumers who have a triple-play contract have a higher household income and are more likely to have children.

Profile-triple-play-owners 

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