The MMA: Mobile Marketing Is No Longer Emerging. It's Here.

Melissa Parrish

Today at the Mobile Marketing Forum in Sao Paolo, the MMA announced a repositioning to increase its "effectiveness at the global, regional and national levels, and to create additional membership benefits."   The association is shifting its focus from helping to build mobile marketing as an emerging discipline, to 5 tenets they've identified as the building blocks of the now-established industry.  The press release describes these building blocks in this way:
 

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Connected TVs Will Sell, But Will They Get Used?

James McQuivey

I'm a big fan of the digital home, even if the phrase itself has slipped from popular use lately. I cannot wait for it to happen to me -- I'll have connected displays (does the word TV even apply anymore?) throughout the house, including the ones in my pocket, in my lap, or otherwise within reach at all times. Those displays will all speak IP, the language of the Internet, and they'll all speak to each other as well, allowing me to control one display -- say, my TV -- with another one -- my Droid X, for example. There's so much product innovation yet to come in the digital home that I love my job.

I'm not the only one who sees it, of course. If you follow the excited announcements from TV makers and electronics retailers like Best Buy, the next TV we all buy will be a connected TV (defined as a TV set with its own Internet connection whether wired or wireless and some kind of software platform), a critical first step toward that future digital home nirvana.

Connected TVs are going to be a big deal; to understand why, read my latest report which includes US survey results about connected TVs along with a forecast for connected TV penetration through the middle of the decade. It just went live to Forrester clients last week. In the report, we show that thanks to the enthusiasm on the supply side, connected TVs are going to sell like proverbial hotcakes. By 2015, we forecast that more than 43 million US homes will have at least one. That's a remarkable number, especially considering that we entered 2010 with fewer than 2 million connected TV homes in the US.

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The Data Digest: Cross-Channel Media Usage

Reineke Reitsma

Throughout the past 12 years of our Technographics® surveys, we’ve observed digital technology’s role in consumers’ lives increasing steadily.

Today, technologies like PCs and mobile phones, which were once reserved for the most well-heeled tech freaks, are in three-quarters of US households. For media consumption, however, new formats don't necessarily replace old ones. Our Technographics data shows that while new media sources occupy more of young consumers’ time, it’s the traditional media sources that continue to maintain popularity across both younger and older consumer groups.

This continued reliance on traditional media explains why cross-channel media adoption is still seeing slow growth. The Weather Channel leads this race, as it did in previous years, with one-quarter of respondents indicating they both watch The Weather Channel and log in online.

My colleague Jackie Anderson is very busy at the moment analyzing and writing an update to our annual State Of Consumers And Technology Benchmark report that covers topics such as the one mentioned above. When it's published, we'll share some updated numbers. Hint: Some others in the list have done a good job in the past year of engaging people across channels!

1 + 1 = 3. Why Research Vendors Should Collaborate

Reineke Reitsma

As mentioned in some earlier posts, in the past quarters, I have been looking into the role that Market Research professionals play (and can play) with regard to information management. I’ve had many enlightening conversations about this topic with both vendors and client-side market researchers.

Technology developments result in more and more information becoming available internally, and at different parts of the organization. Just think about all the data an average company collects or buys — media measurement data, advertising awareness, advertising spend, retail data, sales data, competitive intelligence, Web-tracking data (from listening tools), Web site tracking, marketing data (e.g., Nielsen Claritas), customer satisfaction surveys, brand trackers, and other primary research data, to name just a few. One vendor estimated that the average research department handles around 50 different research sources!

When I spoke with vendors about their relationship with clients, each and every one of them was looking for ways to increase the level of engagement. For one thing, they are working on best-in-class reporting tools to make it easier for clients to process their data and make it visually more interesting — and hopefully easier to use. However, not many vendors think further than their own set of data. When questioned, they mention that their systems don’t allow for third-party data. Yes, it’s possible to link to internal CRM systems, but that’s about as far as things go.

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The Data Digest: Do Consumers Want To Co-Create With Companies?

Reineke Reitsma

Co-creation and crowdsourcing are hot because companies see these social technologies as a tool to engage with consumers in new and innovative ways and at the same time benefit from their involvement in the design and development of products. In a recently published report, “US Consumers Are Willing Co-Creators,” Forrester Technographics® data shows that 61% of all US online adults are willing co-creators, and they are open to co-creating across a large range of industries.

But interest isn’t equally high across different consumer industries. Below, you’ll find a graphic showing the top five industries that consumers are interested in participating with for co-creation efforts.

Household technology products like PCs and TVs top the list, but CPG, home entertainment (i.e., movies and music), household appliances (i.e., washing machines and refrigerators), and small kitchen appliances follow closely. As usual, men and women have different interests: While women account for 51% of all willing co-creators, they account for a much greater share of the audience interested in co-creating with CPG companies and clothing, footwear, and small kitchen appliance manufacturers.

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Suresh Vittal And Joe Stanhope Consider The News Of IBM Acquiring Unica

Joe Stanhope

I’m pleased to join forces this afternoon with my colleague and Customer Intelligence Practice Leader Suresh Vittal for a joint blog post on the very interesting IBM announcement this morning that it will buy Unica for US$480 million (greater than 100% premium on its previous day close). Suresh has covered Unica for many years in the enterprise marketing space, and I cover them from the Web analytics and online marketing suite perspectives. So besides a striking outcome for Unica’s shareholders, this deal impacts many marketers and customer intelligence professionals. After all, Unica is the preeminent provider of campaign management software and a leading provider of marketing operations, Web analytics, and interaction management solutions.

So let’s walk through some of the implications of this deal:

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The Forrester Wave: Online Testing, Q3 2010

Joe Stanhope

Online testing has consistently been top of mind with Forrester clients since my earliest days with the company at the beginning of the year.  Clients are a major driver in composing my research agenda, and online testing shot to the top of the list. Clearly, the market had many unanswered questions about online testing and it was time to do a deep dive.

To anchor a new stream of research covering online testing, we’ve just published The Forrester Wave: Online Testing, Q3 2010. If you’re new to Forrester’s research, the Wave methodology is Forrester’s time tested, exhaustive, and transparent approach to vendor evaluations. This research is based on data gathered through extensive vendor briefings, product demonstrations, customer reference calls, and online user surveys.  We evaluated eight leading vendors against 82 criteria and interviewed nearly 90 user companies.

This is Forrester’s inaugural evaluation of online testing vendors. This Wave focused on established vendors who offer products that support both A/B and Multivariate testing techniques.  We evaluated the following companies: Adobe, Amadesa, Autonomy, Google, Maxymiser, SiteSpect, Vertster, and Webtrends.

Forrester clients can read the full report to see how the vendors ranked, including underlying scorecard details and the ability to customize the Wave model with personalized weightings. 

We found a diverse market of vendors that are differentiated by several key markers that serve as crucial considerations for online testing programs:

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

Reineke Reitsma

Q3 is always a very exciting quarter for the market research team at Forrester. Not only do we analyze, write and publish our annual State Of Consumers And Technology  Benchmark report (which my colleague Jackie Anderson is very busy with at the moment), but we also start analyzing our annual reports looking specifically at consumers' online behavior. In Q3 we will first publish the US version of the document, followed by European, Asia Pacific, and LATAM versions later in the year. These reports are internally referenced as “the Deep Dive” reports, not only for the level of detail these reports contain but also because of the depth of analysis included. What really makes these reports unique is that they're similar in setup, making it possible to compare online consumer behavior across regions and within regions.

For example, our 2009 APAC Deep Dive report shows that Asia Pacific consumers are active Internet users compared with North American and European consumers but that their interests and activities varied greatly.  And within Asia Pacific it's definitely not one-size-fits-all: The following graphic shows for example how the different countries vary in their uptake of media and entertainment activities:

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The Future Of Search Marketing

Shar VanBoskirk

We published today The Future of Search Marketing; thank you to the many marketers and agencies who contributed to the research.  There are a number of evolutions happening to search marketing now and in the coming three years, including:

  • More content and ways to search
  • Richer search engine interfaces and ads
  • Overlap with social and mobile
  • Increased automation
  • Improved analytics

But what stood out to me as the real future of search marketing was that these changes will actually force search marketers to think more like business planners than like channel managers.  Tactically speaking, this means thinking about “search marketing” as not just SEM and SEO but as an umbrella term that applies to using any targeted media to help an advertiser “get found” (including, perhaps, biddable display media, social networks, and mobile applications).  Strategically, this means focusing more on user intent, your business reasons for using search (and not other media which also drives leads), and fostering collaboration and an awareness of the value of search across your organization.

I've explained these ideas more fully in an article on Search Engine Land.  Or Forrester clients can access the full report here.

Does The UK Need Another Online Payment System?

Benjamin Ensor

I am intrigued by last week's announcement from UK payment processor VocaLink and Australian financial software vendor eWise that they are collaborating to build an online banking transfer payment system for the UK. Online banking transfer systems make it (fairly) easy for online shoppers to authorize payments through online banking by integrating the payment details into their bank's secure online banking site. The customer is routed directly from the merchant's site to the bank to authorize the payment and back again.

In the Netherlands, the iDEAL online banking transfer system has been highly successful. It's now used by some 10 million Dutch online shoppers for about 5 million transactions a month. But the UK's online shopping market is different to the Dutch one in a couple of important ways. Firstly, debit cards can be used to pay online in the UK. Since almost all adults have a debit card, paying online is not a big problem in the UK, unlike many other European markets. Secondly, UK Net users have always been relatively complacent about online security compared with other Europeans. That means that one of the primary attributes of an online banking transfer system -- more robust security -- may not cut that much ice with British online shoppers.

Forrester has long argued that any new payment system needs to overcome three hurdles to succeed: providing a clear improvement over the existing alternatives, driving consumer and merchant adoption, and developing a viable business model for all parties.

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