No Matter The Mobile Technology, Extend Your Product Packaging To Engage Customers

Thomas Husson

My colleague Reineke Reitsma recently published a blog on the limited but growing uptake of QR/2D barcodes.

Let’s face reality. Usage is low and marketing execution is poor to date, with too many campaigns that lack a clear consumer benefit and that provide a bad user experience by not offering mobile-optimized content. Today, mobile bar codes are an interesting tactic to engage with early adopters.

However, moving forward, we expect QR codes to gain traction and to be increasingly mixed with other technologies (including radio technologies like NFC) to provide extended product packaging solutions. Bar codes do not have to be just cold, emotionless, black-and-white squares. Solutions now exist to personalize QR codes’ designs and seamlessly mix them into a logo or band chart – even merging QR codes and NFC tags, as in the example below from mobiLead solutions.

The 2D bar code market will follow the same path as the 1D bar code market: fulfilling the need for certified and scalable platforms dealing with millions of standard code generation. Mobile bar code vendors will have to move into scalable mobile engagement platforms, progressively integrating multiple access technologies, such as Near Field Communications (NFC) tags, image recognition, or audio tags such as Shazam, and offering deep analytical tools. Beyond the emerging role of 2D bar codes in sales, we expect a growing number of brands — especially in the nutrition and health space — to systematize the use of bar codes on product packaging. Consumers want access to more product information, and brands can leverage mobile technologies to create a consumer relationship.

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Q&A WITH MICKE PAQVALÉN, FOUNDER, CHAIRMAN AND ENTREPRENEUR AT KIOSKED

Christine Overby

At Forrester we spend a lot of time analyzing the impact of digital disruption on business, technology and marketing. We even wrote a book on the subject. But don't just take our word for it. At Forrester's Forum For Marketing Leaders EMEAMicke Paqvalén, Founder, Chairman and Entrepreneur at Kiosked - a platform that turns any online content, images, videos and applications into interactive and viral storefronts - will present his view on what it takes to think, and act, like a (digital) disruptor. The below Q&A gives a summary of my conversation with Micke as a preview to his session on day two of our Forum, which takes place in London on May 21 - 22.

 

Q: You've founded and sold several successful start-ups. How do you tell the difference between real innovation opportunities and over-hyped ideas?

A: When I hear about new business ideas I always ask one question: How does it benefit everyone involved or which existing problem does it solve? That’s it. It’s a simple test, but if it fails the business will fail. If a business idea is not beneficial it is an over-hyped idea, which sadly happens too often as well. Hype is an important factor of business but I would rather create long-lasting impact.

Q: In your view, what is the future of content?

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The Future of Marketing is (better) Context

Anthony Mullen

I was lucky enough to spend some time in Kerala working with Indian classical musicians many years ago. I first arrived during the monsoon season, and along with the world-class thunderstorms that I watched from a thin rubber bath mat on the roof, I could see the jungles getting greener and the people happier. For thousands of years, monsoons have had significant economic, emotional, and cultural importance in India. Rain determines whether there will be food to eat, and monsoon season typically used to signal the long-awaited return home of soldiers to their wives. Classical music in India, unlike its Western counterpart, is always very attuned to time, place, and mood. Rāgas, the name given to Indian classical forms, have rules to help guide improvisations in the moment and the monsoon season has inspired the Malhar group of ragas, a formulation specifically attuned to the emotions, environment, and context of the monsoon season.

Marketing and advertising, like Indian music, has always been contextual. As far back as 1867, billboards were being rented by marketers in dense urban areas outside train stations, and even earlier, direct mail took demographics into account to determine which regions and people to deliver flyers to. The truth is, though, that targeting brush strokes were broad, with flesh and bone staff doing a much better job of understanding a moment, a customer’s intent, and what the best thing to say would be. 

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Q&A with Arthur Calderwood, Senior Vice President, Marketing & Sales Operations, SITA

Christine Overby

In the run-up to Forrester’s Forum For Marketing Leaders EMEA next week, I also had a chance to connect with Arthur Calderwood, Senior Vice President, Marketing & Sales Operations at SITA, in advance of his Marketer Spotlight presentation one day one of our event. Arthur will be speaking about how at SITA he blends experiences, products, and messaging to achieve the brand vision. Check out a preview of Arthur’s session in the below Q&A, or join me in London, May 21-22, to hear SITA’s full story. 
 

Q: Does content and thought leadership play a more important role in B2B branding today? At what stage in the customer lifecycle does content make the biggest impact?

A: Content is critical in building credibility and also as a way to differentiate versus your competitors. But from a B2B perspective you have to be sure you are or can be seen as a credible thought leader with the right expertise to deliver valuable content and opinion. Many companies end up writing pieces which are often too generic, do not deliver real value and unfortunately blend into the mass of other communication on the same topic. Strategically you need to carefully pick the topics you will address, possibly partner with another credible source on the topic, conduct some primary research and be willing to take a stand in the discussion. At SITA we have, for the air transport industry, run a series of annual trend surveys and reports (Airline IT Trends, Airport IT Trends, Baggage & Passenger Self Service trends). These provide us with a platform to write content, released through all channels, to engage the market. They are fortunately unique in our market and have established SITA as a credible source for this type of know-how.

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Q&A WITH MARKUS KRAMER, GLOBAL MARKETING DIRECTOR, ASTON MARTIN LAGONDA

Christine Overby

It's just one more week before Forrester's Forum For Marketing Leaders EMEA (May 21st to 22nd) in London kicks off. Our analysts are excited to unveil the latest Forrester ideas such as the mobile mind shift in Europe, the database of affinity (in which we expect Google to win platform of choice over Facebook), and the latest in mobile marketing and engagement. Our analysts will combine forces with industry keynote speakers such as Frank Boulben, chief marketing officer at Blackberry; Markus Kramer, global marketing director at Aston Martin Lagonda; Pete Blackshaw, global head of digital and social media at Nestlé; Greg Williams, executive editor at Wired; Yannick Grecourt, COO, head of strategy and marketing at Deutsche Bank Belgium; and Micke Paqvalen, founder and chairman of the innovative startup Kiosked.

As we make our final preparations for the event, I caught up with Markus Kramer, global marketing director at Aston Martin Lagonda, about the opportunities and challenges specific to luxury brand marketing. Here's what he had to say:

Q: Based on your experiences at Aston Martin, and before that at Harley-Davidson, what in your view makes marketing for luxury brands different? 

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Strengthen Your B2B Brand With Better Content Distribution

Peter O'Neill

Peter O’Neill here with some comments about being truly effective at content marketing. Did you know that B2B buyers say that 70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales? At Forrester, we like to talk about the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers.

Content marketing has therefore become much more than product and solutions collateral, campaigns, mailings, and fulfillment. B2B marketers have to be great at being found by buyers in their early research phase (the phases we call discover and explore). In a way, successful marketers will “fool” their buyers into consuming their thought-leadership and educational content in stages 1 through 5 — while hardly realizing its source. And the most successful marketers will learn how to mix their brand "scent" into that content without appearing to be selling — to the extent that buyers will count it as part of their 70%.   

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How will the Database of Affinity change marketing?

Nate Elliott

Last month I published new research on the Database of Affinity — a catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter — and how that database will change marketing. And I'm pleased to say I've gotten a lot of great feedback on that research. So I'm excited to be presenting the idea on stage at our Marketing Leadership Forum in London later this month.

What is the database of affinity?

I hope you'll be able to join us in London on May 21 and 22.

EUROPEAN SOCIAL MEDIA MARKETING SPENDING IN GOOD SHAPE, UPCOMING LEGISLATION THE MAJOR INHIBITOR

Anthony Mullen

Guest Post by Researcher James McDavid:

In my new report, "Western European Social Media Marketing Forecast, 2012 To 2017," I'm exploring some of the drivers and inhibitors that will impact social media marketing spending in Europe over the next 5 years. From growing adoption amongst consumers and ever more devices integrating with social networks, to the uncertainty ushered in by the coming European data privacy legislation, I'll look at how these factors will influence the willingness of marketers to spend on social media marketing. 

The good news is despite the economic headwinds across Europe, spending on social media marketing is still forecast to rise ― from €1.4 billion in 2012 to reach €3.2 billion in 2017, reflecting a 17.6% compound annual growth rate (CAGR). As social media marketing in Europe heads towards maturity, the pace of growth slows somewhat but the trend continues upwards. We're also forecasting the percentage of online users who are present on social networks in Europe to continue to rise, from 63% in 2013 to more than 70% by 2017, so if you thought social had already reached a point of saturation, think again. 

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Introducing the Mobile Mind Shift Index (May 1 Webinar)

Josh Bernoff

We are in the midst of a mobile mind shift. This is not just about "mobile first" or apps. This is a complete change in the psychology of consumers.

In a change in behavior that can only be called Pavlovian, people with smart mobile devices request information and receive service. What's the weather? That's the weather. Where's the nearest Gelato shop? There it is. Does this laptop have good ratings? Sure it does. What are my friends up to on Facebook? Each request cements the idea that smartphone has everything you need. As a result, consumer start by requesting, then expecting, and then demanding that companies give them instant service. This is the mobile mind shift:

The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.

But how far along are people on this shift? Have your customers made the shift? How many of them are demanding mobile utility?

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The Marketer Diaries - What I Learned From The 2013 Forrester Marketing Leadership Forum

Kim Celestre

I am probably one of the few individuals who lives in the San Francisco Bay Area and only heads to Los Angeles during Forrester's annual Marketing Leadership Forum.  I recently had the opportunity to visit Los Angeles for the second time and, just like last year,  did not venture too far from my hotel.  I have yet to experience the true LA "scene" or even get a glimpse of an actor, musician or sports star!  But the highlight of my annual trip to LA is having the opportunity to completely immerse myself in various discussions with fellow marketers (yes, I still consider myself a marketer at heart!).  Who needs to see Ozzy Osbourne's Jessica Simpson's mansion in Beverly Hills when  I get to mingle with the real "stars" who are the clients,  attendees, vendors and Forrester employees who participate in the Marketing Leadership Forum with such passion?

 

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