A Wild And Crazy Week For Technology Marketers

Kim Celestre

I am back from a very relaxing vacation on the Oregon coast and cannot believe all that has happened during that short time. Google purchases Motorola, HP gets out of the PC business, an earthquake hits the East Coast and Steve Jobs resigns from Apple. And I am not even mentioning the many other interesting announcements that did not get significant coverage this week, such as this, this and this. Can't wait to see what the next week has in store for us...

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Interactive Growth Does Take $$ From Traditional Advertising, Even If Interactive Investments Are Not In Ads

Shar VanBoskirk

I've received a few questions and have seen some social conversations around the theme "marketing is not advertising" relating to my recent interactive marketing forecast. I in no way meant to imply through the research that marketing and advertising are the same thing, nor is this the point of the research. So if you are hung up on that notion, let me 1) provide a bit of background on the report, 2) recommend that you read the full report -- I think inferring conclusions from the summary slide published in AdAge may be confusing without our detailed definitions, and 3) iterate that the primary conclusion of the report is that spend on interactive media and technology is no longer experimental, but now established budget line items.

I've worked on this report since 2004, and the report originally began as an online *advertising* forecast -- sizing spend on online media, which at that time was primarily display ads. We've done the report 5 times since 2004, and with each new report, it became clear that budgets were growing to include other investments besides online media. So we have adjusted the forecast to best represent what is included in clients' interactive budgets.

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Interactive Marketing Spend Will Near $77 Billion By 2016

Shar VanBoskirk

By 2016, advertisers will spend $77 billion on interactive marketing – as much as they do on television today.  Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 26% 35% of all advertising spend within the next five years.**

What does this growth mean for you?

1)      Interactive media has gained legitimacy in the marketing mix. In past forecasts, we found that interactive budgets grew because of marketing experiments, or firms looking for lower-cost alternatives to traditional media. No more. The next five years of growth comes from bigger interactive teams spending sizably to bake emerging media into their strategies for creating rich customer relationships.

2)      Search’s share will shrink. Search marketing (paid search and SEO) will continue to own the largest portion of the interactive marketing pie. But its overall share will decline as marketers shift search spend into biddable display investments, mobile marketing, and even social media.

3)      Display media will rally. Bolstered by advances in audience targeting and bid-based buying approaches, advertisers will renew their love affair with display media. We expect display investments to grow as marketers apply display instead of search. And niche or remnant inventory sells for higher prices due to demand-driven pricing.

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Can Marketers And IT Work Together To Master The Flow Of Your Customer Data?

David Truog

Marketers, how are you getting along with IT these days? It matters more than it used to. The job your company expects you to do is more and more entwined with technology. And so are the people in your target market.

Our research at Forrester shows almost half of US adults say technology is important to them.  And the ecosystem of suppliers of marketing-centric technologies and services is ballooning.  So whatever your aim as a marketer — whether it’s listening to the market, engaging with potential customers, or measuring the results of those efforts — you can’t do your job without these many technologies of new channels, new services, and new products.

This technology entwinement is especially tight when your company tackles the challenge of mastering the flow of customer data throughout the organization, from inputs across customer touchpoints, to the many ways you subsequently engage those customers. The struggle is not only in how to do this but also in how to do it sustainably: How to remember what data’s been collected, how it’s been used, what the outcomes have been, and on and on.

Where it gets messy is that marketers and IT often sing from different hymnals when it comes to making the most of all the relevant technologies. You’re eager to get to market with exciting new tools for engaging with potential customers, and you’re willing to experiment. But your IT colleagues often seem to be focused above all on cutting costs and avoiding risk — goals that rarely mesh well with what you’re trying to get done as a marketer. Not surprisingly, one marketing exec that Forrester interviewed recently called IT the “Department of No.”

Whereas in the past it may have been possible (even expected!) for marketing and IT to work at arm’s length, it’s not an option anymore.

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C3 Gets An Impressive Start As It Evolves From Idea To Startup

Kim Celestre

Recently, I had the opportunity to meet with the C3 leadership team in their San Mateo, CA, headquarters. Many of you may not be familiar with C3, as they have been operating in stealth mode for the past few years, working with industry thought leaders, partners and customers to build out their very robust energy resource management software platform. "Monitor, mitigate and monetize your energy and resources" is the company's tag line.

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Acquisio Supports Agencies With Paid Search Technology

Shar VanBoskirk

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.

Mobile Location Becomes Invisible

Thomas Husson

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.
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Why Apps Aren’t The Killer App For Mobile Marketing

Nate Elliott

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:

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It's Time For Tech Marketers To Go Big With B2B Social Media Strategies

Kim Celestre

Today I had lunch with a favorite colleague (from my pre-Forrester tech marketer days) who owns a marketing agency in the San Francisco Bay Area. We had a very lively discussion about how his agency is seeing an explosion in demand for B2B social media strategies. He is in the process of adding headcount to his social media team to meet the needs of his clients, and he is excited about the potential he sees in the B2B space. I have heard similar feedback from other agencies and clients who want to take advantage of the opportunities social media has opened for B2B.

Social media is playing an increasingly important role for B2B marketers who want to build improved customer engagement models that drive value. This should not be surprising considering the social nature of individuals who work in a business environment.  Information is constantly exchanged within one's network of colleagues, peers, vendors, customers, and partners. These relationships are critical for success and social media facilitates the interactions required to grow and nurture them.

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Want My Job? (Or One Very Like It?)

Nate Elliott

Don't worry, I'm not planning on going anywhere just yet! In fact, I love what I do at Forrester: Put simply, I look for the most interesting and difficult-to-answer questions in interactive marketing, I spend a month talking to really smart people and collecting data on those questions, and then I write reports and give speeches that answer those questions for our clients. (My favorite recent questions have included "What's the best way to use interactive marketing as a branding channel?" and "How can marketers use social data?") In the process I get to collaborate with fantastic, thought-leading colleagues like Shar VanBoskirk, Sean Corcoran, Thomas Husson, and Zach Hofer-Shall; I get to dig into the best and richest data anywhere in the industry; and I get to work for some amazing clients all over the world. It's a pretty sweet gig.

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