Forrester’s Customer Experience Marketing Summit 2016 In Sydney Is Fast Approaching!

Michael Barnes

 

Six months after our highly successful Summit for Marketing Leaders in Australia, I’m excited to announce that Forrester’s CX Marketing Sydney 2016 event is less than 7 weeks away.

As all organizations operating in Australia understand, the line between brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies, services and products on their own terms. How can you thrive in this dynamic environment? Start by effectively coordinating between brand, CX, and marketing teams.  

We’ve filled our agenda with senior CX and Marketing professionals from leading organizations across Australia, and beyond. Key topics they’ll cover include:

  • Driving business results, competitive advantage, and growth by delivering the right customer experience.
  • Identifying the key practices and behaviours that fuel CX innovation.
  • Building and maintaining a brand in a digital world.
  • Instilling an understanding of customer emotions into design experiences and branding strategy.
  • Systematically improving CX through effective measurement.
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Apple Does The Right Thing To Defend Customer Privacy

Fatemeh Khatibloo

By now, most of you have read about Apple's powerful public statement of refusal to comply with a court order compelling the firm to help the FBI gain access to the data stored in the San Bernardino shooter’s iPhone 5. Specifically, the FBI requires Apple’s help disabling the device’s data auto-erase function after 10 incorrect password attempts, and Apple is refusing to modify the software to enable this.

Over the past three years, Apple has hitched its brand wagon to privacy, because the firm believes that a) customers care enough about privacy to vote with their dollars and b) as the steward of people’s most personal, sensitive data, Apple has an obligation to serve their best interests. While this isn’t the first time that Apple has found itself targeted by regulators over privacy, this is the firm’s staunchest defense yet against government intrusion. Forrester believes that, with this move:

  • Apple is putting its money where its mouth is. Until recently, there has been plenty of debate about whether Apple has simply been paying lip service to privacy. But this move — along with its recent shuttering of the iAds business — proves that Apple is making serious product and business model changes in support of user privacy. Tim Cook is holding fast on the line he drew in the sand last year at the EPIC’s (Electronic Privacy Information Center’s) Champions of Freedom event in Washington, DC, where he said:
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Benchmarking Social Marketing Efforts In China In 2015

Xiaofeng Wang

The Chinese social media landscape is unique and evolving rapidly. Since the publication of our first report on benchmarking social marketing in China, marketers have continued to invest in social marketing. My latest report, Benchmarking Social Marketing Efforts In China In 2015, tells how their social marketing efforts now stack up against the competition.

The key findings are:

  • WeChat is marketers’ social darling; LinkedIn is stepping into a market dominated by local players. WeChat has replaced Weibo and dominates both marketers’ adoption and satisfaction: A whopping 92% of the marketers we surveyed use WeChat, and two-thirds report being satisfied or very satisfied with it. And for the first time, a Western social platform is gaining popularity in China; LinkedIn has become an essential platform for social marketers there.
  • Effort and satisfaction vary among four types of social tactics and platforms. Based on marketers’ adoption and satisfaction ratings, we have categorized the social tactics and platforms into four groups: essential, optional, undervalued, and overvalued (see the figure). Focus your efforts on essential ones, such as WeChat, and undervalued ones, such as placing ads in online communities.
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Expectations For Mobile World Congress 2016: Is Mobile Everything?

Jennifer Belissent, Ph.D.

We’re now only a week away from the Mobile World Congress 2016 to be held again in Barcelona.  As the excitement builds and we plan our schedules, it serves us to reflect back on last year’s event and to explore what we expect this year.

Mobile World Congress remains the pre-eminent event of the mobile industry and now one of the largest global events across all industries – a fact which illustrates an ambiguity in the meaning itself of “mobile industry.” Last year, over 94,000 people attended the event – a 10% increase from the 2014 event but a 30% increase over the 2013 event. Interest in “mobile” continues to grow – for now.  But the most interesting stat about past attendees is diversification. Yes, the event continues to draw representatives from mobile operators, device manufacturers, network equipment providers, software vendors, and other usual suspects.  But representation from other industries is growing.  Last year almost ¼ of attendees came from industries other than telecom and technology, including 4% from finance, 3% from government and others from automotive, pharmaceutical, retail, education, and entertainment.  I expect even more diversity this year.

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MarTech + AdTech: An Embarrassment Of Riches

Carlton Doty

A CMO and a CIO walk into a hotel bar (Let’s call them Tom and Dick). After ordering a drink, Tom says, “Dick, I really need to start working with a DMP this year, and I want your help selecting one.” Dick says, “A DMP? My enterprise architecture team is building a near real-time, self-service data management platform. We’ll be done by the end of the year. You’re going to love it in 2017!”  With an absent look on his face, Tom says “A DMP is a piece of AdTech that we can use to quickly target tailored audiences with our ad campaigns. It’s not a back-office data warehouse”.  Dick laughs and says, “Ad campaigns? Didn’t you just buy a campaign management tool from one of those so-called marketing cloud vendors? You know, our CRM system has a campaign module, not to mention an enormous customer database.”  Tom’s response: “You’re not getting it. Cross-Channel Campaign Management is a MarTech tool, not CRM. And a DMP is not a customer database.”  Exasperated, Dick shouts, “What the hell is the difference between MarTech and AdTech anyway!” 

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Introducing The New Insights Service Provider

Jennifer Belissent, Ph.D.

Do you ever feel like you’re facing a moving target?  Whether it’s the latest customer requirements, or how to improve operations, or to retain your best employees, or to price your products, the context in which you are doing business is increasingly dynamic.  And, so are the tools you need to better understand that context?  Everyone is talking about the promise of big data and advanced analytics, but we all know that companies struggle to reach the Holy Grail. 

Data and analytics tools and the skills required to use them are changing faster than ever. Technologies that were university research projects just last year are now part of a wide range of products and services. How can firms keep up with the accelerated pace of innovation? Alas, many cannot. According to Forrester's Q3 2015 Global State Of Strategic Planning, Enterprise Architecture, And PMO Online Survey, 73% of companies understand the business value of data and aspire to be data-driven but just 29% confirm that they are actually turning data into action. Many firms report having mature data management, governance, and analytics practices, but yesterday's skills are not necessarily what they will need tomorrow — or even today.

The same goes for data sources.  We all know that using external data sources enhances the insights from our business intelligence.  But which data and where to get it?

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Key Takeaways: 2016 Predictions Webinar

Victor Milligan

The transfer of power from companies to the customer is driving a wide variety of changes: some small and targeted and some that are far-reaching and fundamentally change the trajectory of companies (and careers, I may add).

I had the pleasure of moderating a video webinar last week that explored the customer dynamic, specifically looking at how it will play out in 2016. We also looked at how companies sense and respond to this dynamic change: how well companies are reading the tea leaves and taking action and what actions seem to matter to compete and win in a customer-led market. 

I had a blast moderating this panel with Sharyn Leaver, Michelle Moorehead, and Harley Manning. If you saw it live or on-demand, I hope you had a blast as well and took something away that can make a difference for your company and yourself.

We captured the webinar through a thought-illustration that provides an artistic touch to a great conversation. 

It’s complex, right? There are a lot of moving pieces, big ideas, and really big decisions. So let’s break it down:

Strategic And Operational Pressures Loom . . .  

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The Data Digest: Is Love In The Air For Your Brand?

Anjali Lai

Valentine’s Day is just around the corner, but for marketing and insights professionals, the love between a customer and a brand should be present all year round. Today, building loyal customer relationships is increasingly challenging; it requires effort, patience, and empathy. “Love at first sight” may be a fairytale and few consumers commit to a brand until death do them part, but those companies that forge deeply emotional bonds and align with consumer values gain a competitive edge.

Therefore, professionals striving to foster customer love must understand consumers holistically by answering questions like “What are consumers naturally most passionate about?” “Where are consumers engaging when not with my brand?” and “How do current lifestyles create opportunities to connect with new customers?”

My latest report, which blends Forrester’s Consumer Technographics® survey, behavioral, qualitative, and social listening data, reveals that US consumers who prioritize their health have a distinct attitude that sparks broader lifestyle choices. “Health-conscious” is not just a descriptor; it is also a driver, as consumer commitment to health stems from a deep need for self-improvement. 

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Advocate Marketing Turns Goodwill Into Valuable Customer Engagement

Laura Ramos

Ah yes, the obligatory customer logo slide. As an analyst you get to see a lot of these. (Too many, perhaps.) Any more, these slides mean less and less.

What matters in the digital world -- what Forrester calls the "Age of the Customer" -- is not how many companies or organizations you serve, but how much they appreciate working with you -- and whether or not they are willing to tell others that they do. 

In B2B marketing, sharing customer logos is one small way of validating that you are an effective supplier of products and services. References are another. So are referred business and a host of other marketing programs aimed at turning customer goodwill into testimonial gold. In this digital age, where information accessibility and service-oriented business models favor buyers, it is essential to market with and through your advocates because:

  • Social opens up a new world of advocacy opportunities. Most B2B marketers and technology suppliers point to social sharing as the primary driver in making advocate marketing more important and effective today.
  • A subscription-centered economy makes retention essential. B2B firms must continue to demonstrate value to customers long after the ink dries on the contract to retain their business. Keeping the relationship fresh and top of mind is a key way to do that.
  • Operationalizing advocate marketing scales outcomes. B2B marketers are investing in advocacy to expand reference programs and encompass other aspects of the customer relationship beyond sales support. For little investment, many are seeing bigger returns.
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Finovate 2016: Automation And Personalization Take Centre Stage

Benjamin Ensor

Finovate came to London again this week and I was lucky enough to attend. Here are my thoughts from the two days:

  • This year’s big theme was robo-advice. Every Finovate seems to have an unofficial, accidental theme with a large group of start-ups clustered around the same disruption, like PFM, mobile payments, small business banking or digital wallets. This year it was robo-advice.
  • Robo advice is starting to look crowded. Each of the new digital investment managers has a distinct story. Scalable Capital offers a sophisticated quantitative, value-at-risk strategy. MeetInvest helps investors mimic the strategies of famous investors like Benjamin Graham or Peter Lynch.* Investify lets investors choose themes that feel right. DriveWealth offers fractional share investing to allow low-cost access to the US markets. SwipeStox makes it easy to follow other investors through an app. Capitali.se converts ideas into trading rules. Europe has many countries and investors are diverse. Even so, the market is starting to seem crowded. Clearly the cost of managing investment portfolios is falling, which should enable firms to break even with fewer assets under management, but the costs of regulatory compliance and marketing to achieve growth have not diminished. Investment performance will sort the unicorns from the donkeys.
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