Officially Introducing The Always Addressable Customer

Melissa Parrish

Today, at long last, we published our report officially introducing the always addressable customer, though I (and others) have been talking about it for a while now. Just to refresh your memory, always addressable customers are people who own and use at least three web-connected devices, go online multiple times per day, and go online from multiple physical locations — and it's already 38% of US online adults.

This report was a true collaboration among many people on the Interactive Marketing research team, including Lizzie Komar, who was a pretty new Research Associate at the start of our journey, and who shares her thoughts about the report and its findings in the following guest post:

The Always Addressable Customer report is finally available to Forrester clients, and we‘re really excited about it.

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NFC: What Lies Beyond Contactless Payments

Thomas Husson

Forrester estimates that close to 100 million Near Field Communication (NFC) devices will ship in 2012. As it finally moves past the chicken-or-egg stalemate of the past five years, contactless technology is once again causing buzz in the mobile world. The 2012 London Olympics will be a showcase and marketing catalyst for NFC services. Will NFC join the cemetery of overhyped telecom acronyms, like DVB-H, or will it scale to enable new product experiences? We expect NFC usage to remain niche in 2012 and even 2013. However, moving forward, NFC will be embedded in most smartphones — and in a greater range of connected devices — enabling many more use cases than just contactless payments.

NFC Is Emerging As The Global Mobile Contactless Standard

With 100 million NFC mobile devices expected to ship globally by the end of 2012 and a growing NFC infrastructure, NFC is emerging as the standard for contactless solutions across the world. Pioneering countries include South Korea, Poland, Turkey, the UK, the US and to a lesser extent France.

Expectations For The Uptake Of Mobile Contactless Payments Are Too High

Turning adoption into mass-market usage among consumers will require not only a lot of market education but also, more importantly, the construction of a value proposition for consumers and merchants that goes well beyond convenience and speed to adding value to the entire commerce process. My colleague Denée Carrington has just published a report on this topic: “Why The Digital Wallet Wars Matter.”

NFC Will Open Up Many Other New Product And Service Experiences

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Epsilon Emphasizes Email Product (At Last!)

Shar VanBoskirk

 

I had breakfast a week ago with Taleen Ghazarian, the VP of Strategy and Planning and Bob Zurek the new SVP of Products from Epsilon.  The meeting was to re-introduce me to Zurek (full disclosure, he is a former Forrester analyst; worked on a lot of our CRM research several years ago) and brief me on his plans for Epsilon’s new platform.  I think Epsilon’s focus on product innovation is overdue (no argument from Zurek or Ghazarian there).  But I agreed with Zurek’s vision for where to take things.  Specifically, his plans are:

Aggressive: Customers told us as part of our most recent email vendor Wave evaluation that they felt disappointed by Epsilon’s unfulfilled promise of a technology update.  Well, Zurek’s charter is create a technology that not only updates any places where current Epsilon tools fall short, but to actually create a brand new platform that out performs any competitors.  We’ll see of course, how it delivers.  But I admired Zurek’s passion and commitment, and his recognition that Epsilon had to over perform here in order to stay competitive in the digital space.

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Best Practices: How To Implement A Mobile Product And Service Road Map

Thomas Husson

Too many firms are investing in mobile technologies without a road map. Most companies are investing in a wide range of mobile technologies, but only 40% of companies that Forrester interviewed have defined a mobile road map for the next 12 months. In fact, few firms have a detailed plan on how to create mobile products and services.

Implementing a mobile road map requires an iterative approach. To add new mobile services, product strategists must evaluate consumers’ mobile behaviors and attitudes, adapt their companies’ mobile business plans, refine their overall digital road maps, and assess the maturity levels of mobile technologies.

Successful mobile road maps require investment in supporting activities. Making specific investments in mobile education and skills development, maintaining organizational flexibility to increase speed to market, and adapting to local markets are key to the success of a mobile road map.

For example, the most advanced firms have a mobile steering committee in place — usually part of a broader digital governance team — with representatives from different business units, different roles, and different geographies. The role of such a governance body is not just to set the vision but also to prioritize and select mobile projects based on a clear list of criteria. One global brand’s mobile governance body, for example, identified up to 100 planned mobile initiatives. To select the best ones and rationalize investment, it put a framework in place with four simple questions for candidates to justify the funding of their projects: What benefits will it bring to consumers; what corporate objectives will it serve; what’s the business case; and what new features will be required in the second year?

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Marissa Mayer Doesn't Fit Yahoo!'s Needs

Shar VanBoskirk

Yahoo! announced tonight that Google's Marissa Mayer would take over tomorrow as Yahoo!'s CEO and President.  Obviously Mayer has long experience in the space and brings good competitive knowledge, particularly related to search marketing.  But I'm disappointed by this choice, here's why.

*Yahoo! needs a strategic visionary, not a product engineer.  Yahoo!'s fundamental problem is that it has too many disparate products with no clear unifying thread that ties them all together. And Mayer's background is in product development...not corporate strategy, not marketing, not brand definition...the areas where Yahoo! has the most critical need.

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Cannes Provides Backdrop For Latest WPP Digital Agency Acquisition

Jim Nail

Cannes this year is hosting more and more evidence of the disappearance of lines between “digital” and “advertising”: A mobile category was launched; the new Branded Content and Entertainment category includes subcategories such as “best use or integration of user generated content”; Twitter co-founder Jack Dorsey was named Media Person of the Year and . . .

. . . WPP used the international advertising festival to announce it is acquiring digital agency AKQA and incorporating it as a separate network within WPP.

AKQA is a great pickup for WPP. It's not only one of the biggest indies left but one of the best at blending creative and technology skills in one organization — a mix that doesn’t always live together easily.

It also fills a hole for WPP. AKQA aspires to a category of agencies I call “brand transformers” that are about more than communications and look to leverage digital capabilities to help clients enter new adjacent product and service areas.

Very interesting that it will be a standalone brand and not folded into one of WPP’s existing networks. Digital agencies VML and Blast Radius bring similar capabilities but are locked in the Y&R network; WPP gains flexibility by having AKQA “at large” in its holdings. In addition, AKQA is a little too big to fold into another network easily, but will need to build heft quickly if it wants to remain separate. Otherwise, in a couple of years, WPP will merge it with other assets.

I think it’s likely Interpublic and Omnicom will react. WPP clearly sees digital as essential to its future. This acquisition definitely puts some distance between WPP and Omnicom, which had been pretty close, and Interpublic, which has a couple of strong assets but doesn’t have the strategic focus that WPP and Publicis do.

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Apple's iOS 6 Will Open Up New Product Experiences

Thomas Husson

My colleague Ted Schadler, who attended Apple's worldwide developer conference 2012 this morning in San Francisco, has nicely summarized Apple's Tour De Force and What It Means For CIOs 

Here are my thoughts on what Apple's announcements mean for product strategists and brands willing to interact with consumers:

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Kicking Off Forrester's Search Marketing Wave(s)

Shar VanBoskirk

I’m doing it.  Waving three vendor categories at the same time.  And I can’t wait (seriously, no satire intended.)

For those of you less familiar, Forrester’s Waves are detailed analyses of technology vendor and service providers done in order to help our user clients select the best partners for them. (Please note: the keyword in the preceding sentence is detailed. A Wave typically takes 12 weeks to conduct and includes multiple inputs like product demos, client reference interviews, and written responses to an RFP-like questionnaire).

Well, over the course of the next three months, I will be waving search marketing agencies, bid management platforms, and SEO automation tools. In the past, I have evaluated only search marketing agencies as many of them provided proprietary technologies, and stand-alone technologies were still quite immature. But since Q4 2011, I’ve gotten more and more inquiries about search marketing technology players as well. And search technologies have really made some strides in the last 12 months.

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Salesforce Buys Buddy Media: Not A Shocker

Melissa Parrish

As an analyst, I make a lot of predictions about various technology offerings. Over the last year those predictions have increasingly focused on the Social Media Management Platform (SMMP) space, specifically about how I expected consolidation as demand increased from marketers, and big tech players realized the necessity and potential of these platforms. It seemed pretty obvious to me that this space would continue to heat up, especially as I fielded more and more phone calls every week from marketers vetting the players in this space. So in answer to the most common question I’ve been getting since last week: no, I’m not at all surprised that a company like Salesforce would buy Buddy Media.

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Prepare For The Second Wave Of Apps

Thomas Husson

 

In July 2012, app stores — first popularized by Apple — will be four years old. There is still a lot of room to improve the discoverability and sharing of apps. For example, locally relevant content and monetization options are often missing. Adding social discovery, personalization, and recommendation features are key to improving the user experience.

However, app stores have already had a dramatic impact on the distribution of games and are starting to offer new forms of engagement between brands and consumers. Consumer usage of the most popular mobile apps has exploded in the past two years. A third of European online consumers ages 18+ who own a smartphone are using apps daily or more frequently. Seventeen percent are using apps several times a day. Stickiness and frequency of usage vary tremendously from one app category to the other. Among European online consumers ages 18+ with installed apps on their smartphones, 57% use social networking and 48% use news apps at least daily, while 69% use finance and banking apps at least weekly.

First-generation apps — aside from gaming apps — rarely made the most of the unique attributes of the mobile platform and were rarely integrated with back-end systems. We believe the market is poised for a second wave of consumer apps that are more personalized and contextual. Here’s what to expect:

■          “Big data” will enable more contextual experiences on mobile apps.

■          We'll see smarter, connected apps.

■          There will be a shift from native to hybrid and web apps.

■          Multiplatform apps will reign supreme.

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