Thoughts About NFC, Contactless Services, And Nokia Lumia Devices

Thomas Husson

A couple of weeks ago, I stated that there was much more to Near Field Communications (NFC) than just contactless payments. The WIMA conference starting today in Monaco will showcase numerous use cases for the technology.

I continue to believe that most consumers using an NFC device in 2012 will more likely use it for device-pairing or data-sharing purposes than for payments. Pairing NFC accessories and reading NFC smart tags will open up new opportunities. NFC will be a key technology for interacting with the world around you — and it is time to test it, as highlighted in this recent piece of research written by my colleague Anthony Mullen. There is an ongoing debate about bar codes’ potential replacement by NFC; I think both technologies serve different objectives and have different advantages but will continue to co-exist. Radio and optical technologies are converging, as highlighted by French startup Mobilead, which does a fantastic job of delivering a great branded experience mixing QR codes and NFC tags.

Read more

Tech Marketers Have A Reason To Love LA...The Forrester 2012 Marketing Leadership Forum!

Kim Celestre

I am embarrassed to admit that I have lived in the California Bay Area for 18 years and have yet to venture outside of the Los Angeles airport. Some have told me that I "am not missing much," yet others are surprised...as if one is never truly a "Californian" unless you have been to LA for a visit. Well...this year will be my first official visit "in" LA...and excited that the reason for breaking my 18-year streak is Forrester's 2012 Marketing Leadership Forum!  My Tech Marketing (i.e., "Travis Martin") colleagues and I have a very energetic, interactive, and fun session in store for you. Join us to learn how to improve your marketing strategies by using "journey marketing" to engage with your customers.  Peter Burris and Chris Kelley will kick off our TM track session  on April 18 with "Driving Revenue With Journey Marketing." I will follow Chris and Peter with "Getting From Good To Great: How To Create A Winning Social Marketing Strategy." On day two, Lori Wizdo is presenting: "Engage Customers With Lead Nurturing" and Peter O'Neill and Tim Harmon close our TM track session with "Marketing To Customer Value." 

Read more

To Succeed In Social Media, Lower Your Expectations

Nate Elliott

I've been hopscotching Europe this week, seeing clients and colleagues in London and Istanbul — but my thoughts have been in Los Angeles, where in a couple of weeks I'll be giving a speech called "Taking Social Media From Cool To Critical" at the 2012 Forrester Marketing Leadership Forum.

I chose that topic because it’s a concern I hear almost every day — and sure enough, I heard it from several clients on my travels this week. "We’ve put time and resources into social media marketing, because it seemed like we had to, but . . . it’s just not having much of a business impact." By comparison, four or five years into the era of search marketing, most companies were making a killing from their SEM programs. The same goes for email marketing. But here we are four or five years into the era of social media marketing — and for many companies, social media is still a curiosity, a sideshow that attracts lots of interest but adds little value. It's still cool, but at most firms, it's just not a critical part of the marketing plan.

I think the main reason marketers still struggle to make social pay is simple: They overestimate social media as a marketing tool. Let me be clear: I'm not bashing social's value for marketing; social media can have an enormous impact on the success of your marketing programs, as we’ve seen time and time again. The point I'm making is that it can’t create that success all on its own. You need to use it as merely one tool in your marketing tool kit.

Read more

Direct Marketers Share Smart Online Lessons

Shar VanBoskirk

My colleague Sarah Takvorian attended the New England Direct Marketing Association’s (NEDMA) spring Marketing Technology Summit in Boston. Here are the lessons learned in Sarah’s words: 

  • Create socially enabled marketing campaigns. In his keynote address, Harry Gold, CEO of Boston’s digital marketing firm Overdrive Interactive, reminded us that you don’t need a million Facebook fans (in fact, most companies will never reach that number). To capitalize on the fans you do have, and in turn extend your reach to the people who orbit those fans, you need to integrate social media into your broader marketing mix, working across channels and allowing their successes to play off of and feed into one another and then measuring the results, of course. 
  • Add clear calls to action. Prominently display “Like” or “Share” buttons in your emails or on your site’s most interesting, share-worthy content (perhaps a compelling graphic, article, or product). When someone presses Like on your site, they might not be a Facebook fan, but their action will still feed back into their Facebook newsfeed, thereby allowing you to tap into their network of friends and boosting your brand’s social presence. For example, Levi’s increased its Facebook traffic by 40% when it invited users to “like” content on its Website. 
Read more

Introducing CLICK For Customer Communities

Kim Celestre

Join me for an interactive webinar on Tuesday, March 27 at 10am PT/1pm ET on a new Forrester framework for building an online community called "CLICK." CLICK is a new approach tech marketers can use to define the critical elements of a community: context, linkages, identity, conversations, and knowledge assets. 

Why are we so passionate about communities here at Forrester? Well, our research has consistently shown that communities/discussion forums/support forums are the most influential social media information source for BT tech buyers.  In addition, some B2B companies are achieving outstanding results with their community efforts by lowering support costs and increasing conversion rates. And that is just the beginning. We predict that we will see many more success stories in the future.

Most importantly, tomorrow's webinar provides a rare opportunity for you to provide your comments and feedback on a new framework that is in the final stages of development. You can influence the outcome!  Yes...YOU.   Hope to "see" you tomorrow.

For P&G, Will The Revolution Be Digitized? Not The Way You Might Think

Jim Nail

 Last week’s announcement by P&G CMO Mark Pritchard that it intends to cut marketing costs in part by shifting money from TV to digital sounds like a possible revolution in the marketer’s traditional TV-centric approach. I agree with my colleague Tracy Stokes that this is not the end of TV.

Nor is it the beginning of a new drive for CPG brands to build digitally based one-to-one, CRM-style customer relationships.

But it is an opportunity for interactive marketers to increase their presence and impact on brand teams if they look ahead of the curve on how the increasing digitization of media, adoption of new devices, and impact of big data will have on TV advertising. Interactive marketers should position themselves to lead brands in the future by adding the tools and concepts of mass branding to their skill sets, then mapping their career path to these changes:

  • Today: Brands like Tide and Bounty still thrive with a brand strategy rooted in mass reach and emotive messaging. Now that is best delivered by TV, but Internet advertising has played the role of reach extender for years. The growth of online video should enhance this role but interactive marketers risk losing control of this medium unless they set aside their traditional action metrics and learn to speak mass media metrics with their colleagues.
  • Tomorrow: Digital will become more important as the Splinternet further fragments media consumption. But tablets and smartphones offer more than reach extension through complementary experiences that will key off the TV ad. Traditionally trained TV experts don’t have the conceptual framework to envision these opportunities; interactive marketers who can plan the reach and design the experiences will have an edge.
Read more

Event Season Has Sprung

Kim Celestre

For many, spring brings visions of robins, tulips, Easter bunnies, and longer days. For Forrester analysts, it marks the beginning of what I like to call "event season," which officially kicks off with Forrester's Tech Sales Enablement Forum. This event takes place at the lovely Palace Hotel in San Francisco on March 19-20. For those attending, you may catch me during one of the Q&A sessions on Tuesday.  Come say "hi" if you spot me there!  And better yet...mention that you read this blog :-)

In April, we have the Forrester Marketing Leadership Forum in Los Angeles on April 19 - April 20. I will be presenting with other Forrester colleagues at the Tech Marketer track session on April 19. And I am planning a special "tweet jam" that week to discuss many of the topics from the event. Stay tuned!
 
On May 8, I am the keynote speaker for Ragan's "Advanced Social Media Strategies Conference" at the Cisco campus. I am very excited about this event, and will be talking about "the New Age of Social"...and what it means to PR, marketing and communications professionals. 
 
Read more

How Is Social Impacting Your Business? Join Our #IVJam Tweet Jam On Monday, March 12!

Kim Celestre

I am honored to be at InsideView's Insider Summit on Monday, March 12 at 9:15am PT to host a keynote and tweet jam. Join me and my fellow analysts, @ZacharyRD, @loriwizdo, @JRSilber, and @timharmon for a lively and interactive discussion on the impact social media and social data are having on marketing and sales processes. 

The tweet jam hashtag is #IVJam

Some of the topics we will discuss are:

  1. How do you think social media impacts an organization’s lead-generation and lead-nurturing processes?
  2. How has your company reacted to the use of social media for work purposes?
  3. How has social media influenced your customer's buying experience?
  4. What are the best practices for using social media to engage with customers?
  5. What results are you getting from your social media tactics?
  6. What are your top social business priorities in 2012?

 We look forward to your participation!

Stay tuned to this blog for a recap on the event and attendee feedback!

Thoughts From My Pilgrimage To Mobile's Mecca

Thomas Husson

Once again, I've just spent a couple of days in Barcelona at Mobile World Congress (MWC). Year after year, the show is opening up to non-telecom players and going beyond mobile. Think about the rise of personal cloud-based services delivering consumer experiences across devices, Sony's marketing efforts to promote seamless entertainment across different screens, or the emergence of the "phablets" acronym (devices in between a phone and a tablet, such as Asus Padfone or LG Vu).  

While it is difficult to summarize all the news and announcements, here are some thoughts on MWC 2012:

Read more

2012 Mobile Trends And What They Mean For Product Strategists

Thomas Husson

When revisiting our 2011 mobile trends, Julie Ask and I concluded that many, if not all, of them were still evolving and relevant. We have placed the main new trends for 2012 into four categories: business, ecosystem, consumer expectations, and technology.

Mobile Is A Key Business Strategy Enabler

Product strategists must work with other roles in the organization to:

  • Develop a scalable approach to delivering mobile services. Organizations will need a strategic approach to building and spreading institutional knowledge as well as governance for the development of mobile services.
  • Craft a mobile strategy that extends beyond phones. The emergence of tablets in particular will require a different approach than smartphones.
  • Differentiate on the delivery rather than the content of mobile services. In 2012, “how” mobile services are delivered will differentiate them — not what they offer.
Read more