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:
If you're looking for a best practice on developing mobile strategies, take a look at what E*TRADE is doing. They had a successful launch of an application for Blackberry devices last summer. They are following that today with the release of an application for the iPhone and iPod Touch. See their press release. They have some good numbers on how well their mobile service has done to date. Forrester Research will be publishing a more in-depth analysis later this month. Stay tuned.
I saw this article in the New York Times this morning about a program being run by Adolescent Pregnancy Prevention Campaign of North Carolina and based in Durham. A similar program exists in California.
Great strategy for communicating with teenagers. Here's why:
- Cell phones are personal devices, and the majority of teens have them. They are also "private" devices in that teens can send and receive messages without anyone knowing what they are doing.
- The majority of teens are on their parents' cell phone plan. They don't necessarily have a data plan for browsing the Internet - only a minority do, and any purchase of a downloadable application would likely show up as a line item on their parents' bill. They send HUNDREDS of text messages each month. Who would notice one or two to an agency asking questions about sex.
- More than 99% of cell phone are capable of SMS and the majority of teens use SMS so the agency achieves maximum reach.
- Many teens are on "all you cat eat" SMS plans - or should be. In any case, a single SMS does not tend to be expensive. So there is little if any incremental cost to the end user.
- SMS is carrier-independent. The service (information provided) doesn't need to be tested on various carrier networks for phones - it simlpy works on all phones.
- Someone covers the cost of the short code as well as driving awareness of the service, but in the grand scheme of things, it is not that expensive.
Last week, the number of downloads to Apple's iPhones and iPod Touches finally topped one billion. That is an impressive number coming from approximately 30 million devices in the market.
The word "iPhone" in the title of any newspaper article or otherwise turns heads and sells. I would offer, however, that the impact of the iPhone and its potential have been under-hyped. I believe that the impact on the industry is comparable to that of SMS. May not seem that way today, but it will in the course of time.
Here is a partial list of what it has accomplished so far. Apple has:
- Taught carriers that they don't need to own the end customer experience to profit from those customers.
- Demonstrated that consumers will pay for an experience that is unique and extraordinary.
- Shown carriers that they do well serving the average customer, but aren't equipped to serve each segment best.
- Taught consumers how to download applications to their cell phones.
- Taught consumers that their cell phones could do more than voice calls or text messaging
- Created a platform and a business model that is truly compelling to developers.
- Taught US consumers what "3G" is and accelerated demand for it.
- Weren't afraid to leverage their existing 60+ million billing relationships
- Shown us we don't need "open" for a great consumer experience
- Have ever consumer brand in the country thinking they need an iPhone application
I look forward to 3.0 and its possibilities. I don't think enough is being said about what Apple has achieved.