Why You Should Attend Forrester’s MARKETING 2016 Forum

Carlton Doty

I’ll be brief, because I know you’re busy. If you’re a customer-obsessed marketer, you should plan to attend Forrester’s annual Forum designed just for you – MARKETING 2016. Join us and 600+ marketing leaders in New York City on April 26-27 as we dive deep into the issues that matter most to you. Our agenda this year is comprised of five sections:

1.     Thriving In The Post-Digital Age: Led by our own VP/Principal Analyst Shar VanBoskirk, hear our latest research on what it takes to succeed as a marketing leader in a world where digital embeds in everything.

2.     Customer Understanding: Sick of all the noise about big data? Join VP and Research Director Srividya Sridharan as she uncovers how to move from data, to insights, to business action.

3.     Contextual Engagement: Principal Analyst Rusty Warner will be joined onstage by eBay and J&J as they discuss best practices in using situational context to drive deeper customer engagement.

4.     The Leadership Question: Forrester’s Michelle Moorehead will moderate a superstar panel on the changing leadership role for CMOs.

5.     The Power Of Trust: Principal Analyst Fatemeh Khatibloo will discuss how your ability to manage consumer privacy will be a key differentiator in building trust.

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Back From Yet Another Pilgrimage To Mobile's Mecca

Thomas Husson

After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event.

MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our surrounding environment. This year, innovation and key announcements did not so much come from new flagship smartphone manufacturers but instead focused on solutions that enable mobile devices to activate adjacent technologies — like VR, 360-degree cameras, 5G, and the IoT — to build the next generation of connected experiences. Let's cut through the hype to look at what the headlines really mean for B2C marketers:

  • VR is really still hype. Samsung massively surfed on the VR "wow" effect and heavily promoted its Gear VR headset while Facebook's CEO insisted that VR is the next-generation platfrom and will shape the future of social. After the distribution of five million of Google's Cardboard VR Viewers since June 2014, the buzz will continue with Oculus Rift and PlayStation VR (to be launched mid-March at the Game Developer Conference), creating awareness for digitally immersive experiences. But reach will be extremely limited, as the technology will only attract a niche set of users — especially gamers — in the first two years. However, marketers at retail, automotive, travel, or luxury real-estate companies with a digital innovation agenda should keep an eye for signs of VR adoption beyond the "techno-few."
  • Use mobile to unlock IoT consumer experiences. IoT remains first and foremost a B2B and industrial play. However, B2C marketers can combine mobile and IoT to activate new brand experiences.
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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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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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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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What To Expect From Mobile World Congress 2016?

Thomas Husson

From February 22 to 25, Barcelona will be the center of the business world. Do not expect a specific industry focus but expect announcements impacting any industry: from payments to automotive. Why? Because “mobile is everything”.

 

 

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2016 Mobile And App Marketing Trends

Thomas Husson

In November, Forrester released its mobile predictions for 2016, highlighting how mobile will act as a catalyst for business transformation and explaining why the battle for mobile moments will redefine the vendor landscape.

Let’s now take a closer look at how mobile will impact marketing in 2016.

A year ago, Forrester argued that most brands would underinvest in mobile in 2015. This is likely to remain the case this year, since too many marketers still have a narrow view of mobile as a “sub-digital” medium and channel. This is good news for the 20% of marketers who told us they have the budget they need and for the 33% who said they know how to measure mobile ROI. In 2016, this growing minority of leading marketers will start to fully integrate mobile into their marketing strategies. These mature mobile marketers will measure the impact of mobile across channels, see a clear opportunity to differentiate their brands, and increase their investments in mobile initiatives. Here’s what else we expect to happen:

  • Integrating mobile into your marketing strategy will become a key differentiator. While most brands are trying to mobilize their ads, few are going the extra mile: serving their customers in their mobile moments by transforming the entire customer experience. Only those that do go that extra mile will differentiate their brands via mobile. Leaders will also start measuring the impact of mobile on offline channels and will end up allocating up to 20% of their marketing budgets to mobile.
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Smart Banks Tap Into Customers' Mobile Moments

Xiaofeng Wang

Mobile banking continues to gather momentum worldwide and is also developing rapidly in China. Nearly half of metro Chinese consumers pay bills at least monthly on a mobile phone. While consumers are rapidly embracing mobile moments, most banks have yet to follow them. My recent published Brief: Smart Banks Tap Into Customers’ Mobile Moments tells B2C marketing professionals working at banks how to better address customers in their most relevant mobile moments throughout the customer journey.

Forrester sees the following key trends in China:

  • Banks are embracing mobile channels to serve mobile-mind-shifted customers. Top retail banks, including China Construction Bank and China Merchants Bank, have already adopted a mobile-first strategy.
  • Bank customers’ mobile moments occur throughout the customer journey . . . Leading digital banking teams are addressing customer needs in mobile moments throughout the customer life cycle across a range of mobile platforms, including WeChat.
  •   . . . but most banks don’t always serve customers in all moments. Most banks’ mobile presence primarily focuses on the buy, use, and ask stages and less on the discover, explore, and engage stages (see figure).
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Half Of Metropolitan Chinese Online Consumers Are Social Stars, But How Can You Reach Them?

Xiaofeng Wang

Marketers in China are increasingly investing in social marketing: Three-quarters of the marketers we surveyed in 2015 plan to increase their social marketing budget in 2016. However, they struggle to determine the best social marketing strategies and tactics to engage with their target audience. My report, Take Three Steps Toward Social Success, introduces Forrester’s Social Technographics® model to help them.

  • Step 1: Use the Social Technographics Score to evaluate how important social media is to your marketing plan. Based on how much social media matters to consumers’ interactions with companies (from high to low), your audience falls into one of four groups: Social Stars, Social Savvies, Social Snackers, and Social Skippers. As the majority of metro Chinese consumers are Social Stars or Social Savvies, social marketing is an urgent priority for marketers in China.
  • Step 2: Use the Social Technographics Life-Cycle Rankings to craft the right social strategy. These reveal the stages of the customer life cycle — discover, explore, buy, use, ask, or engage — in which your customers are most likely to use social media. Metro Chinese consumers use social media the most when they’re considering products. So to succeed, marketers in China should leverage social marketing more in the explore stage of the customer life cycle.
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“That’s It, I’m Tweeting!” Does It Have To Be All Bad?

Erna Alfred Liousas
Have you been so fed up with a company you've said, "That's it, I'm tweeting?" Contrast that with the times you've been so impressed with a company you've said, "That was so awesome, I'm going to tweet about it." Customers do use social to ask brands for help. In a recent New York Times article, Jonathan Pierce, director of social media for American Airlines, shares, “You now see folks with Wi-Fi on board — if they need assistance on board, they’ll tweet us,” he said. “Perhaps if their bag isn’t there within five minutes, they’ll tweet us. There’s an expectation from the customers that we’re there to listen to that and act on it.”  
 
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