We've been teaching our 25-criteria methodology for ten years (we've updated it six times during that period) to cliients who want a method for identifying problems in value, navigation, presentation and trust on their sites. But during this recession, clients told us they wanted something even more focused - shorter, quicker, cheaper, easier to do.
Here at Forrester we continue to see a lot of industry excitement around mobile marketing. In a recent survey more than 60% of mobile marketers told us they'd continue to increase their spending on the channel despite the bad economy. And according to our latest ad forecast, mobile marketing spending in the US will more than quintuple over the next five years.
There's just one problem: SMS is the only mass-reach mobile marketing channel, and no one -- not marketers, and certainly not users -- seems to like it much.
Welcome to Forrester's newest blog - My colleagues and I will use this space to share our thoughts and engage in dialogue with you about customer experience. We want you to participate by posting comments, challenging our ideas and sharing your opinions.
In Q1 I met with an SEO automation vendor called Altruik. Under development since 2006, Altruik launched in January and provides a technology solution to help dynamic (and static) sites get top search engine rankings.
Before Altruik, I'd had a spate of updates from search marketing automation tools (Marin Software, Kenshoo, Omniture Search Center, Coremetrics), but all focused on the paid search side. Altruik was the first enterprise-level technology I had met dedicated to SEO.
I was watching TV last night when one of Apple's iPhone commercials targeting a "persona" or segment came on TV. Love these commercials. Growing their user base requires them to move beyond early adopters.
This one was targeting small business owners. They showed credit card processing (cool!), label printing (ok, that seems hard) and FedEx shipment tracking (ok, very, very useful again and not just for small business owners). I imagine these applications get a lot more interesting with 3.0.
Who will they target next? Doctors? Sales people? Dog owners? Zookeepers? Distributors? Restaurant managers? Ok, sounds far-fetched, but why not? The vast majority of cell phones in the workplace are brought to work by the individual. Let's see more of these commercials - we all need more reasons why our employers should volunteer to pay our monthly data plans. Help us rationalize the purchase and monthly service plans with productivity applications.
During my presentation at Forrester's Marketing Forum on April 23, I previewed Forrester's latest forecast of interactive marketing spend. We expect marketer spend on display media, search, email, mobile and social media to reach nearly $55 billion by 2014.
I had breakfast last Friday with Robert Tas, CEO of Sportgenic an ad network and advertising management platform focused on targeting advertising to sports enthusiasts. He was in Boston meeting some agency partners (although he did manage to catch game 7 of the Celtics/Bulls series while in town!)
He shared a few observations based on ad sales at his business so far this year: