Live From Summit On Customer Engagement 2009

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

Last week, the Customer Strategy Group is
held its inaugural summit on customer engagement – an intimate,
executive conference designed for B2B marketers who manage customer
reference programs, advisory boards, and the emerging area of online
communities.  I spoke to about 75 marketers and sponsors about “Understanding the Value of Customer Engagement”.

In my most recent blog post at B2B Marketing POSTs, I look at what I learned from the morning keynote sessions.

Sharing Lead Management Market Insights with the DemandGen Report

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

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Is there life beyond the iPhone and beyond mobile applications?

Thomas Husson

Let's be a bit provocative after this week's announcement from Apple letting us know that they had sold 7,4M iPhones during the last quarter (+7% yoy). Apple's stock valuation was even higher than that of Google (as of October 20, 2009): $179 bn vs $173 bn. I am not a financial analyst so I won't comment the results from a profitability perspective, but would just like to throw out a couple of ideas to discuss whether this trend will last in 2010. Let's add a pinch of salt without taking into account the fact that Apple could (and certainly will) surprise us with new products.

Beyond the terrific iPhone user-experience, the power of Apple's marketing and the AppStore's ecosystem, part of the success is due to Apple's new business model introduced in July 08. When launching the 3GS, they also announced lots of international (and non-exclusive) deals with operators worldwide and finally accepted to let operators subsidize the device. No doubt there is a huge consumer demand for the iPhone but operators will have to solve a complex equation. It is a little dirty industry secret that many carriers are analyzing the profitability of the iPhone model:

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A Simple Way To Think About Attribution

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

My colleague Emily Riley** has written about attribution modeling -- the "new" approach to online measurement which tracks more than just the last ad clicked.  Emily's approach of "block and tackle attribution" gives marketers a framework for how to track value across both mainstay and social interactive tools.

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Marketers Struggle For Interactive Support

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I'm just back from Dallas where I was part of the iProspect/Range Online client summit -- a one day event of mostly client stories (from a high profile list of marketers) about their successes and woes this year. Overall, I found the event provided a great pulse on present interactive marketer challenges.  But it was less rife with answers or solutions to these challenges.  Maybe that was by design as the

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Why mobile could reinvent social computing

Thomas Husson

Many innovative start-ups have pioneered mobile social networking in the last few years: BuzzCity, Peperoni, Fring, Nimbuzz, eBuddy, Zyb, Plazes, Loopt, Foursquare and many others demonstrated the potential of the market.

 

In the last few months, a bunch of announcements clearly showed that the convergence between mobile and social computing is gaining traction and attracting the largest stakeholders:

 

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Yahoo! Takes Baby Steps Toward Much Needed Search Improvement

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Yesterday Yahoo! announced enhancements to its search advertising business and consumer experience.  These enhancements include the following:

  • Enhanced reporting -- Advertisers will now be able to see how their search ads are performing on Yahoo.com compared to partner sites also serving Yahoo! search ads

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The Role of Social Media in Creating Customer Engagement

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

Customer reference programs, advisory boards, and customer councils are vital activities in B2B marketing. But these activities risk sliding into second-class status among
executives if marketers fixate too much on numbers and not enough on
creating community involvement among these highly-engaged customers.

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Lead Management Market Overview Published!

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

Lead management automation requires a degree of process maturity
many B2B firms don't possess.  The result? In the market overview
report about this market, published today,
I found underachievement by vendors and users alike. While the benefits
of adopting lead management automation are clear -- successful
implementations enjoy more predictable deal conversions, faster sales
cycles, and real alignment between marketing activity and sales results
-- market penetration is low. We estimate that only 2% to 5% of B2B
firms have invested in full LMA functionality to date. 

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Mobile augmented reality

Thomas Husson

The pace of innovation is accelerating in the mobile space like never before and opening up new opportunities. Mobile has the potentiel to bridge the digital and the real worlds. Not a day without a new mobile augmented reality service or application out on the market. Of course, that's still niche but it clearly demonstrates the potential of the mobile platform.

If you disagree or if you don't get my point, just watch the video below

This video is not brand new and has already been seen close to 500,000 times. The service is provided by an innovative start-up that offers a reality browser available for Android. However, these types of applications are flourishing. See for example the Métro Paris application here or more recently the Meilleursagents.com app here.

 

I bet the best mobile service at the next MWC conference in Barcelona will be a mobile augmented reality app or service. If you haven't submitted your service, the contest is now open at www.globalmobileawards.com.

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