Live Streaming from Forrester Marketing Forum 2010 - Day Two

Christine Overby

Marketers shoot at lighthouses

While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.

Day Two of the Forrester Marketing Forum goes deeper into the org structure and processes needed to be adaptive. Morning keynotes from Dave Frankland of Forrester and Tom Boyles, Senior Vice President at Walt Disney Parks and Resorts, focus on the theme of “Know Thy Customer” – specifically how marketers make sense of customer data in order to deliver great experiences. Then up, it’s Josh Bernoff and Augie Ray to unveil Forrester’s new Peer Influence Analysis in the keynote “Energizing Word of Mouth through Social Media”. Afternoon track sessions and guest executive forums dive deeper into the best practices and case studies of adaptive marketing. Thanks to all of you who have Tweeted, posted pictures, and, in general, kept up a lively online conversation!

Today's Live Stream
8:30 a.m.-8:40 a.m. PST

Day Two Opening Remarks
Carlton Doty
, Vice President, Research Director, Forrester
Christine Overby
, Vice President, Role Manager - Interactive Marketing, Forrester

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Marketing Forum Day 1 Wrap-up

Christine Overby

Forrester forums always go by in a blur - so many ideas and conversations crammed into 2 short days. I'm still synthesizing, but even so, there are some key insights that I've jotted down from my seat in the speaker's gallery:

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Live Streaming from Forrester Marketing Forum 2010 - Day One

Christine Overby

Update: Day 1 was a great dive into the theme of Adaptive Marketing. While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.

We are so excited to be in Los Angeles hosting the 4th annual Forrester Marketing Forum! This year, we have 550 attendees from various industries and roles – all here to connect and discuss how to design a flexible marketing organization that thrives on change.

Our bang-up roster of keynotes include: Pam Kaufman, CMO of Nickelodeon; Steven Sickel, SVP of Marketing at Intercontinental Hotel Groups; Tom Boyles, SVP of Marketing at Walt Disney Parks and Resorts; James Cornell, CMO of Prudential Retirement; Chris Bradshaw, CMO at Autodesk (the software firm that made the movie Avatar possible); Deborah Nelson, SVP of Marketing at HP; and Marjorie Tenzer, VP of Marketing & Communications at IBM. Below are the highlights of the speeches and the twitter stream for those of you who couldn't make the trip and for those of your monitoring from the event.

How Do You Manage Multinational Social Media Programs? We'd Like To Know!

Nate Elliott

Lately, a lot of our clients have been asking about how to manage their social media programs across more than one country. It's a real challenge: While some sites (like MySpace) have long offered solutions to help marketers direct users from different countries to the correct branded page, the current social media leaders (Facebook, YouTube and Twitter) don't seem to do this nearly as well. How, then, do you make sure that the Facebook page on which you post UK-specific content doesn't misinform your European fans? How do make sure the support community designed to help your US customers doesn't confuse your Canadian audience? Do you create multiple pages in each social network to serve all the countries in which you operate? Or do you maintain a single presence in each network, and avoid posting any country-specific material? If you offer different product lines in different countries -- or use radically different marketing strategies market by market -- it only gets more difficult.

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Why in-stream ad frequency is rising -- and why it'll rise further

Nate Elliott

Earlier this month, Corey Kronengold at Online Video Watch was complaining about the in-stream ad load at MLB.tv. But unfortunately for Corey – and for the other two-thirds of US Internet users who now watch online video – the ad load seems likely to get heavier rather than lighter.

In the fourth quarter of 2009, my team and I spent at least 30 minutes watching video on each of 84 leading sites in the US and Europe to better understand how marketers and sites are deploying online video ads – an exercise I’ve conducted each of the past three years. What did we find? Advertising, and a lot of it. In fact, 85% of US web sites and 64% of European sites now accept in-stream ads. And we saw more advertising per online video hour than ever before. 

85% of US web sites accept in-stream video ads

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Mobile Advertising: Apple, Google, And The Mobile Operators

Thomas Husson

Following its acquisition of Quattro Wireless for $275,000,000, Apple has just announced the launch of iAd, its mobile advertising platform (see my colleague’s take here). Adding the $750,000,000 that Google is ready to invest in AdMob (the deal is still under FCC scrutiny), the two most disruptive new mobile entrants have invested more than $1 billion — a clear signal that mobile advertising has long-term potential. The main difference between Google and Apple is that Apple is only just entering the advertising business, while Google’s entire business model simply IS advertising. However, that potential has yet to be realized. Does that mean stakeholders can generate significant revenues in the short term and that operators will be bypassed once again? I have read in various places some strange comments suggesting that Google’s mobile ad revenue share with mobile operators would be a way to finance network evolution. Just compare the cost of a base station and the significant investment required to finance 4G with absolute mobile advertising revenues and you’ll quickly figure out for yourself that this is unlikely to happen anytime soon. This is more of an online advertising discussion around the Net neutrality debate (remember France Telecom’s CEO warning that he was not “building freeways for Californian cars”!) but it will crop up later for mobile.

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Who's leading mobile innovation?

Thomas Husson

Conventional wisdom in the mobile industry is that Japan and South Korea are the most advanced mobile markets worldwide while US is lagging behind and Europe somewhere in the middle. This is less and less true.

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How CAN SPAM Matters For Transactional Messages

Shar VanBoskirk

Marketers must follow the FTC’s CAN-SPAM guidelines as they apply to transactional messages; however, transactional emails are frequently embedded with promotional content. We’ve found that retailers can, on average, generate an additional $2.9 million annually by including promotions in their transactional communications. When content gets mixed in together, we often hear clients asking: where is the line drawn between promotional and transactional messages?

While there is no silver bullet for determining the difference between each message type, there are some guidelines that can help you determine whether or not the message will be subject to the CAN-SPAM Act. The FTC places a great deal of weight on the subject line of a message, so if the subject line would lead the recipient to think it’s a transactional message, it’s a transactional message for CAN-SPAM purposes.  Additionally, the content of the message matters.  If the majority of the message is commercial, or the bulk of the transactional part of the message doesn’t appear at the beginning of the message, CAN-SPAM considers the message a commercial one.

Regardless of message type, there are a few best practices to keep in mind to comply with CAN-SPAM (and maintain a good sender reputation).

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Liberty, equality and mobility

Thomas Husson

I find it quite amazing to see the societal impact of mobile phones. 

They have changed the way we communicate and live. There is a drastic change in the way children and parents communicate, in our individual relationships with time and location and in so many other parts of our daily lives. There are interesting books and theses about this topic. I recently came across an interesting view point from Russell Buckley about the "Unintended Consequences and the Success of Blackberry in the Middle East", which is further proof of how disruptive mobile can be. As communication and creation/media tools, mobile phones offer new ways to upload and access information (remember the riots in Iran). As such, governments have to monitor and anticipate this impact. 

Beyond this, public authorities can make the most of mobile services. Many local councils, regional and national governments, and transport authorities are launching mobile initiatives, creating new value-added services for citizens, and trying to use mobile to connect with the least connected. They need to anticipate the arrival of NFC technology and make the most of more mature mobile ecosystems. They should balance their mobile investments with the constant need to avoid discriminating against particular groups of citizens and to allocate funds to projects with critical mass. Governments in particular can play a key role in stimulating ideas for new services and in backing and funding the most relevant initiatives.

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Integrating Social Media Into B2B Marketing Strategies: A (Final) Webinar With Harte-Hanks

Laura Ramos

Four years ago, I waved good-bye to my Pharma industry research and began writing about B2B marketing best practices, as part of Forrester's marketing and strategy research group headed up by Elana Anderson. Harte-Hanks sponsored my first Webinar in this new role -- called "Improving the Maturity of your Lead Management Process" -- and Elana and I teamed up to present the webcast that aired on June 7, 2006. At that time, my research on lead management best practices was only beginning and social media was an emerging concept that Charlene Li had just started to explore in Forrester's seminal research, the "Social Computing" report. A lot has changed since then.

Through an amazing coincidence, my life as one of Forrester's top B2B marketing analysts begins and ends with Harte-Hanks. Tomorrow, March 30, I will broadcast my last Webinar with Forrester and I am so very pleased to do so with folks at Harte-Hanks who helped me launch this journey.

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