How Are Hotels Embracing Mobile Moments?

Xiaofeng Wang

Mobile is changing travelers’ behaviors and expectations worldwide, making mobile moments the next battleground for hospitality and travel industry. Following up on my earlier brief for airlines, my latest Brief: Hotels Differentiate With Mobile Moments shows hotel brands how to better embrace mobile moments.

Hotel customers’ usage of mobile is increasing rapidly all over the world. They use mobile devices for multiple hotel-related activities beyond booking, such as using their mobile as a room key, ordering services, and controlling smart hotel rooms. Hotels have the urgency to embrace mobile moments because they need to:

  • Keep up with the fast-changing behaviors and expectations of mobile travelers. The bar is higher: Services that hotels are starting to offer, like using mobile phones as room keys, are no longer that new to mobile-mind-shifted travelers.
  • Deal with increasing mobile competition from online travel agencies. Large online travel agencies and travel aggregators are consistently creating better mobile services and experiences for consumers and providing more options at the discover, explore, and buy stages than hotels do.
  • Manage a complex, fragmented ecosystem to deliver consistent mobile experiences. Travelers experience a hotel brand through multiple mobile touchpoints; these interactions also occur before, during, and after the stay. Aligning all of these touchpoints under such conditions is a challenge and often takes more time and effort.
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Predictions 2017: The Year Of Action

Cliff Condon

Your business model is under attack. And it’s not by your competitors. It’s under attack from your customers. Three years ago, Forrester identified a major shift in the market, ushering in the age of the customer. Power has shifted away from companies and towards digitally savvy, technology-empowered customers. They now decide winners and losers: Our Empowered Customer Segmentation shows that more than a third all US online adults want new and engaging digital experiences. They will switch companies to find these experiences. In this environment, being customer-obsessed can be your only competitive strategy.   

In Forrester’s 2017 Prediction Reports, we are tracking firms’ progress on their customer-obsessed journeys. In our annual collection of predictions, we look at business strategy, leadership, customer experience, and technology dynamics to examine progress and predict the key events, changes, and trends that will occur in 2017.

Here are three key findings from our 16 predictions reports:

  • The next wave of Customer Experience will have a profound impact on firms’ P&L: The shift to a customer-led market represents an immediate and prolonged threat to company survival. Our research shows a clear correlation between the quality of customer experiences and revenue growth; it also affirms that emotion is a core driver of customer loyalty and spending. The next wave of CX will connect these dots, blending analytics, technology, and design to evoke emotions to drive affinity and directly impact revenue.
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Media Agencies Must Provide Value Beyond Buying

Sarah Sikowitz

Changes in consumer behavior and technology are driving seismic shifts in media buying. Marketers are feeling this acutely as they reach out to media agency partners for strategic support and solutions. At the same time, media agencies are struggling to carve out ways to differentiate — broadening capabilities and moving into new marketing realms. 

The result: a crowded market where it’s difficult to identify which agency partners can strategically engage customers through paid media.

In our Vendor Landscape: Media Buying Agencies (subscription required), we surveyed marketers and over 40 agencies and found an environment where efficient buying is table stakes.

Marketers want media agencies to provide value beyond planning and buying with:

  • Data-driven strategies
  • Cross-channel measurement
  • Creative ideas
  • Unprecedented, but necessary, transparency

Marketers should read this report to understand how media agencies are evolving and what to prioritize in the agency selection process.

I am currently taking inquiries and offering advisory on this topic.  Please reach out to learn more or share your experience in media agency selection.

The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Jim Nail

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions.

Today, Tina Moffett and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave and Cross-Channel Attribution Wave.  This report evaluates 10 vendors on current offering criteria, strategy, and market presence. 

Why did we take this “unified” approach to marketing measurement?  Customer data deluge is putting pressure on marketers to measure the effectiveness of ALL marketing initiatives, across each customer.Marketing mix modeling and cross-channel attribution each provide deep marketing performance insights but each fell short in providing what marketers urgently need: a singular view of marketing performance.

Over the past 18 months, Forrester saw a dramatic shift in solutions; traditional marketing mix modeling measurement providers were investing in technology and methodology develop for attribution and we dubbed this “Unified Marketing Impact Analytics”

This inaugural wave helps marketers make sense of this complex landscape of top providers in the measurement space. By virtue of offering a unified approach today, these 10 vendors are the creme de la creme. We expect to see this landscape evolve, with new players entering into the space and mainstays evolve their core offering even further.

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The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Tina Moffett

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions.

Today, Jim Nail and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave and Cross-Channel Attribution Wave.  This report evaluates 10 vendors on current offering criteria, strategy, and market presence. 

Why did we take this “unified” approach to marketing measurement?  Customer data deluge is putting pressure on marketers to measure the effectiveness of ALL marketing initiatives, across each customer.  Marketing mix modeling and cross-channel attribution each provide deep marketing performance insights but each fell short in providing what marketers urgently need: a singular view of marketing performance.

Over the past 18 months, Forrester saw a dramatic shift in solutions; traditional marketing mix modeling measurement providers were investing in technology and methodology develop for attribution and we dubbed this “Unified Marketing Impact Analytics”. 

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Salesforce Closes their Marketing Cloud Gap with Krux

Susan Bidel

Posted in collaboration with Richard Joyce and Joe Stanhope, with Melissa Parrish.

 

With 150,000 customers, Salesforce, one of the world’s largest providers of customer relationship management (CRM) technology, is a trusted steward of its clients’ first-party customer and sales data. In acquiring Krux, a data management platform that ranked as a Leader in Forrester’s November 2015 Data Management Platform Wave, Salesforce supplements its capabilities with more substantial analytics, artificial intelligence tools, marketing data, and digital audience capabilities and positions itself as a significant competitor to other marketing cloud vendors like Oracle and Adobe. This is a smart acquisition for Salesforce, as Krux is a well regarded vendor in the DMP space, and it fills in a increasingly obvious hole in their Marketing Cloud offering.

The Krux buy, came in at a reported cost of $700 million, according to the Wall Street Journal.just about double the cost to Oracle of BlueKai 18 months ago. The DMP aggregates, normalizes, segments, and syndicates data for approximately 200 marketers and publishers, making 1st, 2nd, and 3rd party data available for marketing and advertising .

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Here Are Your Native Advertising Options Mapped Out

Ryan Skinner

Native advertising corresponds to many types of advertising, from paid search and social ads to the sponsored editorial offerings from media companies. Put simply, it’s confusing as hell to understand.

Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand if a particular kind of native advertising is going to be successful, marketers should assess four criteria: Format, reach, context, and identification.

The seven core types of native advertising** all function to varying degrees against these criteria.

For example, the paid search ad is a proven format that generates a reasonably predictable response rate; an in-feed ‘click to play’ cinematograph will be less predictable, and probably less reliable. Pinterest’s promoted pins provide considerable reach for some populations; a native ad appearing programmatically in apps and targeted for a specific behavior may have far lower reach. Likewise, there’s wide variety for context and identification.

To help marketers make smart decisions, we broke down all seven native advertising types against these four criteria, and explored compelling examples of each. For Forrester clients, have a look at the analysis – our Vendor Landscape: Native Advertising Technologies, Q3 2016. Not a client? This’ll have to do as a teaser. 

*** those seven types: paid search, paid social, in-feed exchanges, native ad vendors, publisher networks, publisher-specific custom native, and influencer activation.

The Trust Crisis in Advertising

Jim Nail

Facebook's admission that their video viewing numbers have been inflated for two years is one more shoe dropping in an ongoing breakdown of the relationships between advertisers, agencies and media companies in the advertising ecosystem. Coming after the ANA's work on transparency, and the unresolved issue of fraud in the programmatic ecosystem, this points to a larger, more fundamental problem in the advertising industry.

I won't try to diagnose them all (my colleague Sarah Sikowitz did a good job on the agency transparency issue on her blog). And I won't even go into the fact that the agencies didn't challenge these bogus counts. 

But I have a word of advice for the digital industry: stop obsessing over bits and pixels and clicks (Oh My!). I've been in digital for 20 years and by now the industry should have learned that no matter how readily available this data is, it is meaningless relative to what advertisers really want to know: is my message getting through and having an impact? I may sound old fashioned, but in contrast to these irrelevant, spurious, and potentially inflated data, I'll take a good-old exposed/unexposed ad communication/awareness/attribute association/purchase intent lift survey any day.

True, I give up the individual-level data the digital prides itself on. But if the data is this weak and subject to manipulation, it is at best an inaccurate view of ad performance and likely to be downright misleading.

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The Future Of Messaging Apps

Thomas Husson

Two years ago, Forrester made the claim that mobile was the new face of social. With more than 3 billion users worldwide, messaging apps demonstrated one of the fastest-growing online behaviors and passed social networks. The reach of these apps is huge, which presents a strong relationship promise for marketers.

From Line’s IPO to WhatsApp’s new privacy policy via Snapchat’s latest offerings or Facebook Messenger’s bots, messaging apps make the headlines. Together with my colleagues Xiaofeng Wang and James L. McQuivey, we have digged into this consumer phenomenon to better understand the opportunities it will unlock for marketers in the coming years. We expect messaging apps to play a key role throughout the customer life cycle but more specifically to enable brands to deepen conversations with their customers during the retention phases. Why? Because messaging apps combine the three keys to powerful relationships in any digital environment: frequency of use, emotional connection, and convenience.

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Marketers, Let's Talk: Pinterest Is Not A Social Network

Jessica Liu

We’ll let you in on a little secret: Pinterest isn’t what you think it is. When Pinterest emerged, it was immediately labeled as a social network alongside Facebook, Twitter, Linkedin, Instagram, and even the ill-fated Google+. Why? Because we as humans like to categorize things and also because Pinterest shares a few key features with social networks, such as user authentication and the ability to create, post, like, and share content. This led marketers to believe that they needed yet another always-on brand presence on Pinterest and dedicated social budget to engage with customers on an ongoing basis. 

The reality is that Pinterest is not a place for customers to engage with brands like they do on other social networks. Rather, Pinterest is better suited for discovery and for helping consumers find information, ideas, products, and services. Marketers know to go to Google to increase their brands' visibility and awareness but don't think about Pinterest in the same way —  and that's a mistake. Don't get us wrong; we're not saying that Pinterest is the next Google. But Pinterest is taking steps that make it more Google-like with its intent-based search and auctioned-based ad pricing, all while maintaining vestiges of a social network.

To learn how marketers can take advantage of Pinterest as a discovery tool, read Collin Collburn's and my full report here.