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.
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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. 
 
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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:

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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.
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How Facebook’s IPO Could Transform Marketing

Nate Elliott

Media reports suggest that Facebook will file for an IPO this week that could value the company at $100 billion — and leave the company sitting on $10 billion in cash. I’m not a financial analyst, so I’ll leave it to Wall Street to discuss and debate that valuation. But the fact is this newfound wealth could not only allow Facebook to solve its biggest business challenges, it could also help Facebook finally achieve its longstanding goal to change how marketing works. So how should Facebook use its IPO windfall?

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I'm Back In NYC

Nate Elliott

I'm really pleased to announce that I've moved back to New York City. I actually started my interactive marketing career in New York almost 15 years ago, and I started my analyst career in New York nine years ago. But for the past seven years I've been plying my trade elsewhere: in London, Berlin, Vancouver, and then back in London again. Now, after half a career spent abroad, it's great to be back home.

What does this mean for my research coverage? Not much, really. I've still got the same job on the same team, and I'll still be focused on the same topics I've covered for years:

  1. Social media marketing. I've been writing about social media since 2004, and I've got no plans to stop now. Last year I published Five Ways Interactive Marketers Should Use Social Data, Social Media Marketing Metrics That Matter, and It's Time To Make Facebook Marketing Work. In 2012 I'll continue to lead our coverage of social media marketing with research on the staff and resources you need to succeed with social media, how marketers can take their social programs to the next level, and even how Facebook might justify its valuation. I'll also keep actively researching how social media can best fit into the marketing mix, most notably through an idea we call The Interactive Brand Ecosystem
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Know About Interactive Marketing In China? We'd Like To Give You Some Free Data!

Nate Elliott

Yes, really. If you make decisions about your company's interactive marketing programs in China, I want to give you some data you probably don't have access to: Survey data on how your peers and competitors are using interactive tools in the country.

You see, I'm working on a handful of reports covering the interactive marketing landscape in China — based on a long trip to the country in August and September of this year, as well as dozens of interviews with marketers and agencies in the country — and now it's time for my final piece of data collection: a marketer survey. So if you set or influence interactive marketing plans in China, and you've got 5 or 7 minutes to spare, I hope you'll take our short online survey. Just leave your email address at the end of the survey, and we'll get you an aggregated copy of the survey results.

And if you don't know about intearctive marketing in China, just sit tight: We'll be publishing some very interesting highlights from that survey right here on the Forrester blogs shortly.

Product Strategists Should See NFC As Much More Than Contactless Payments

Thomas Husson

A year ago, Forrester stated that 2011 would — finally — be the year that Near Field Communications (NFC) began to matter. We predicted that dozens of millions of NFC devices would ship and that the market would start moving away from being niche, although it would still be years away from becoming mainstream. Now that 2011 is coming to an end and it is once again the time for predictions, let’s look back at NFC’s year before we publish our report on mobile trends in 2012 at the start of next year.

I recently got confirmation from trusted sources that 35 million to 40 million would be a good estimate for worldwide NFC mobile phone shipments. 2011 was a game-changing year in that handset makers eventually started to embed the technology in their product portfolio.

Despite the hype about Google Wallet, the reality is that few consumers can use it. It will take a few more years before we reach a critical mass of not just NFC device owners but also users of services enabled by NFC technology. Why? Few services are available now; the out-of-the-box experience is still poor; consumer education is missing; and there’s only limited availability of NFC readers in the retail environment.

Product strategists should stop focusing on NFC as just a contactless payment technology but should instead anticipate new uses for the technology that enable consumers to interact with the environment around them.

Most consumers using an NFC device in 2012 will more likely use it for device-pairing or data-sharing purposes than for payments. Why? Because it can work in a closed loop without the need for NFC infrastructure. Device manufacturers will offer NFC-based multimedia content sharing services, such as the recent Blackberry Tag.

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