In January we published a spate of research around automation tools specific to the search marketing space. See "Automation Helps Marketers Scale Organic Search" and "The New Paid Search Automation Landscape." Our audience for these reports is the enterprise marketer. So we represented here tools that sell directly to marketers. But, of course, there are vendors who service marketers indirectly -- by selling agency-enabling technologies instead.
One such vendor, Canadian-based Acquisio sent me some case studies recently about the efficiencies it brings agencies. Like the vendors we featured in our report (e.g., Adobe Search Center, Marin Software, Kenshoo, Efficient Frontier), Acquisio provides bid optimization, campaign management, and reporting. But Acquisio's sweet spot is providing these services for agencies that might manage high volumes of keyword groups across several search engines for multiple clients. One agency grew its client base by 50% without adding any new headcount by using Acquisio to support campaign workflow, bids, and reporting.
The takeaway here for agency readers is that there are considerable firms outside of the set we profiled in our published research that might provide particular value for you.
Maps and navigation are not yet mainstream, but they are more useful as product features anyway. This means that location is no longer a service like maps or navigation but is increasingly an enabler of new product experiences.
Location and maps are increasingly becoming features of new mobile products and services.
Location will happen automatically, behind the scenes. Adjustments will be invisible from a user perspective (think about the automatic weather update on your home screen widget).
Relevancy of local data will improve quickly. The era of basic point of interest (POI) information is over. Enriching addresses with more accurate information on opening hours, real-time data (traffic information, promotions, etc.), product/brand data, dynamic data (consumer reviews, inventory information) will deliver greater consumer benefits.
New algorithms will bridge the physical and digital worlds. Coupling more accurate local data with user context and other sources of information will foster the development of crowdsourcing and predictive analysis (e.g., predicting traffic congestion or air quality monitoring). Moving forward, these new algorithms will have far-reaching consequences well beyond mobile.
It was more than 10 years ago that I listened to my first sermon about the growing importance of mobile as a marketing channel. It was late 2000 or early 2001; I was working at DoubleClick at the time, and my boss left the company to join a mobile startup, claiming we should’ve already had a mobile ad offering in place because it wouldn’t be long before smartphones replaced PCs entirely.
Suffice it to say I’m still waiting anxiously for a chance to throw away my computer -- and likewise, marketers are still waiting for mobile to become a genuinely important marketing channel. It’s not that they’re pessimistic: In fact, the marketers in our surveys rank mobile just a hair behind social media in terms of channels they think will grow in effectiveness over the coming years. But anticipation has never quite equaled reality -- and so most interactive marketers across the US and Europe continue to bide their time, waiting for a mobile marketing opportunity that’ll match the hype.
And that’s where mobile apps appear to come in. Few interactive marketing opportunities are more hyped than mobile apps, but in our search for a mobile marketing channel that really works we’ve lost sight of one crucial point: Marketers’ target audiences don’t care nearly as much about branded applications as the marketers themselves do. In fact:
We work with a lot of different types of marketers at Forrester, and we always customize the recommendations we deliver to different clients based upon their unique situations and needs. But over the past few years there's one piece of advice I've found myself giving nearly every company I work with: "Hire a listening vendor."
I love listening platforms and the social data they create; it's a powerful source of information that, used correctly, can make marketers and their programs more effective. But not enough marketers are taking advantage of these benefits.
Develop your messaging. If you want to create messages that resonate with your audience, you need to know what they care about. Many of our past Forrester Groundswell Award winners have used private listening communities to craft their marketing messages; increasingly, we're seeing companies use data from public social media to guide their messaging as well.
Source your creative. We know that consumers trust what they hear from other consumers more than any other source of information -- why not use listening platforms to identify positive social content that can be included in campaign creative? I've even seen a UK bank, First Direct, use social sentiment data in an outdoor advertising campaign.
For the past five years, we've been running the Forrester Groundswell Awards to recognize the companies that do the best job using social media -- and last year we added an international category for the first time. We were thrilled to recognize some fantastic international social media programs in 2010 -- from companies who both used social technologies in an innovative way and were able to show how their social programs helped build brand awareness, develop new products and services, or generate leads and sales -- and I'm excited to see the entries we receive for 2011.
If you think you (or your clients) have used social media exceptionally well in the past year, and the program was targeted to consumers outside the US, we'd love to see your entry. Feel free to browse the rules here and to submit your entry here -- just remember our deadline is August 3rd. So get busy with those entries -- and good luck!
Our European Interactive Marketing research team continues to grow. We've just opened a position for a Principal Analyst, preferably based in London. We're looking for someone with strong viewpoints on interactive marketing, an analytical mind, and experience solving for the added complexities of Pan-European digital programs (multiple countries, langugages, online behaviours, cultural tendencies).
If this sounds like you, then I hope you'll consider the opportunity and apply (you can do so here). Now is a fun time to be an analyst writing in the space. We get to help our Interactive Marketing clients make the right call on where and how to invest as more money goes to digital marketing, emerging tools promise richer engagement, and more robust measurement demonstrates the business results of interactive efforts. Plus, you'd be joining a great European IM team -- Nate Elliott, Lucilla de Sarlo, Tanya McCabe, Lauriane Camus, James McDavid, and me. OK, I'm a little biased here.
If you want to discuss further, then DM me @coverby. Hope to hear from you!
I have had the opportunity to contribute to a brand-new piece of research led by my colleague Julie A. Ask, vice president and principal analyst at Forrester.
We both believe mobile has the potential to be even bigger and more disruptive than the Internet.
That’s a bold statement! Today, few of the numerous professionals we interviewed are developing digital strategies that leverage context and make the most of the phenomenal technology packed inside mobile devices. Even fewer are anticipating the opportunities that will emerge tomorrow, with technology innovation driving capabilities around the user’s context.
Indeed, the fancy features, such as GPS and NFC, embedded in mobile phones will become common, while new sensors like barometers will reveal more about the user’s environment. The phones will also act as modems, relaying or interpreting information from other machines or from attachments with sensors. In a few years, mobile will be divorced from the PC. While a mobile device may have the ability to act like a PC, it has the potential to do much, much more. Product strategists must step into the leadership role, driving the development of user-context-based products. Increasingly, voice and motion will control devices and applications. There will be an entirely new generation of products and services delivered on mobile platforms that will not originate online.
At the end of the day, who knows you best? Your mobile phone! Why?
Because it will become the device you use to interact with the world around you — your hotel room, your shopping cart, your TV, your bank, your parking meter, your car, your running shoes, and many other aspects of your life. You won’t be able to keep anything secret from your mobile phone.
You'll have to forgive Facebook if they woke up this morning thinking the sky was falling; if they were subject to the same avalanche of news, comments, and questions about Google+ as the rest of us were for these last 24 hours, it'll seem like they've already been condemned to the social media scrapheap. And in case Facebook needed any reminder of how quickly social networking pioneers can fall, Google+ was launched on the same day MySpace, once supposedly valued at $12 billion, was sold for just $35 million to an ad network.
As my colleague Josh Bernoff points out, however, it's a bit too early to write Facebook's obituary. First, we have to consider the fact that Google hasn't exactly lit the social world on fire in the past: Google Buzz was largely ignored, Google Wave was largely ridiculed, and even Orkut may be starting to lose its famous lead in Brazil. Then there's the fact that Google+'s key feature — the ability to organize your friends into "circles" and share certain content only with certain circles — isn't exactly new: Facebook already offers "lists" that let you target which content is seen by which friends.
A couple months ago I talked about the reasons interactive marketing is ready to lead your brand -- namely, that it offers scale that can compete with any other channel, it provides more depth than any other channel, it’s more trusted by consumers than any other marketing channel, and it provides marketers a richer storytelling palette than any other channel.
The logical next question is: If interactive is ready to take the lead, how do we make that happen? A lot of people think budget is the answer; they say if we simply push more spending online we’ll have a better chance to leverage interactive tools. But I’m not fixated just on budget, for two reasons. First, more than 70% of marketers are already taking budget out of traditional channels to fund new interactive spending -- so this budget shift is already under way. But second, and much more importantly, is the fact that simply pouring more money into interactive tools won't fix the flaws in how companies develop their marketing programs.
For me, leading your brand with interactive marketing isn’t about choosing one channel over another; it's about rethinking how all our marketing channels work together. The way we "coordinate" our marketing channels right now is broken: Even today, most marketers develop their TV ads first and then hand them to the interactive team and hope they can build a site or a banner campaign that matches. As we've all seen, this rarely works well.