Join Forrester's 2015 China Social Marketing Online Survey

Xiaofeng Wang

Forrester’s 2015 online survey for social marketing in China is now open. If you’re a marketing leader who is involved in social marketing in China, please take this opportunity to provide your perspective.

Based on the survey results, we will update the Benchmarking Social Marketing Efforts In China report published in November 2013. The updated report will help marketers check if their social marketing efforts are keeping pace with those of their peers.

Why is your input important? This survey will help us:

  • Understand your key focuses in social marketing. Marketing leaders in China put a lot of faith in social marketing and adopt various social platforms and tactics. This data will help you benchmark your key focus for social marketing.
  • Outline your pain points in achieving your social marketing goals. Marketing leaders in China are increasingly investing in social media and expect positive returns, but face internal and external challenges to achieving their business goals.

We will use the results to help marketing leaders in China:

  • Understand key trends to prioritize social marketing efforts. We will highlight the most important social platforms and tactics that you need to focus on and help you prioritize your social marketing efforts effectively.
  • Overcome key social marketing challenges. We will analyze the main challenges that social marketers face in China and help you plan and evaluate your social marketing strategies better.
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Joining The B2C Research Team Ranks

Rebecca McAdams

Hey Everyone!

I’ve been at Forrester over a year and a half now, originally coming from an analyst support role, to more recently, working with Shar VanBoskirk to drive our research around email marketing. I’m excited to announce that, going forward, I will be leading our coverage of the technologies, services, and analytics that support email marketing.

My first report in this new role was an update to our email marketing playbook assessment chapter. This report allows marketers to assess their email marketing campaigns around specific benchmarks defined by Forrester that assess both their business processes, as well as the user experience of their campaigns. Building off of this assessment, I will be publishing an update to our “Best And Worst Of Email Marketing” playbook report, with an assessment of 70 email campaigns, benchmarked against the criteria from the report mentioned above.

I am looking forward to getting to know many of you better and following the evolution of this exciting space. Whether you have insights to share, questions to ask, or email technology and services that you want to tell me about, I want to hear from you! Please engage with me via our inquiry and/or briefing teams, or track me down at Forrester’s upcoming Marketing 2016 Event (April 26, 2016).

A Successful Case Of Positive Social Marketing ROI

Xiaofeng Wang

Marketing leaders face the challenge of achieving a positive ROI —in fact, it is the top challenge for the digital marketers we surveyed in China earlier this year. Fortunately, a few marketers have managed to achieve this, and Spring Airlines is one of them. My recently published report, Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing, tells its success story. From it, B2C marketers can learn how to achieve positive returns on their investments in social marketing initiatives and support their transition to a digital business.

As a private airline and the first budget carrier in China, Spring Airlines is performing well despite fierce competition from much larger state-owned competitors with more resources. Since the airline’s launch a decade ago, Spring’s B2C marketing professionals have focused on making the airline's business operations as digital as possible in order to:

  • Keep operating costs low.Unlike its main competitors, Spring receives no financial support from the government. To keep operating costs low, Spring bypasses travel agents, selling tickets exclusively via its official website and some designated ticket offices.
  • Support its challenger status and catalyze customer obsession. To compensate for its smaller scale and resources, Spring successfully differentiated its brand as an early adopter of digital, mobile, and social and built an extremely close relationship with its customers.
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Does The New Facebook Reactions Get A ‘Like’?

Erna Alfred Liousas

This week Facebook released “Reactions” for two pilot markets: Ireland and Spain. The new reactions available for posts? Love, haha, yay, wow, sad, and angry.

Myself and Forrester analysts Jennifer Wise, Samantha Ngo, Brigitte Majewski across mobile, social, and advertising pow-wowed on this new addition.  Here are our thoughts: 
 
  • Facebook wins from this move. Hello new and granular consumer data. Facebook can continue to optimize its own news feed experience, and grow monetization of its data with improved audience profiles and targeting for ads – on its site, and everywhere else.  
  • Brands may get better sentiment data... Marketers need to go beyond counting likes, so what about counting “angries” vs. “yays” instead? Counts can suddenly mean positive or negative sentiment. Funneling these sentiments into consumer insights can help 1) inform ad targeting with refined consumer preferences and affinities, 2) test emotional story arcs, and 3) fuel retargeting. A clothing retailer could target consumers who react “wow” to dress posts. But the big “if” is: will Brands own Reaction data? We’re hoping yes. 
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Introducing Unified Marketing Impact Analytics

Jim Nail

“Hey…you got chocolate in my peanut butter!”

This line from a 1980’s Reese’s Peanut Butter Cups campaign is a classic in advertising…and aptly describes what is happening in marketing measurement today. (For a blast from the past click here to view this oldie!)

Two proven techniques that work great separately – attribution and marketing mix modeling – work even better when merged into a unified measurement approach.

I suspected the convergence of different marketing analytics approaches was inevitable so earlier this year, my colleague Tina Moffett and I began sharing our ideas on where marketing measurement was headed.   We agreed each approach provides only a partial answer to the marketing ROI puzzle and they shared enough methodological similarity that merging them was plausible.

We’ve just completed research that shows that our intuition is correct and in our new report "Embrace Unified Marketing Impact Analytics to Deliver Value Across Interactions" we dubbed this converged approach as Unified Marketing Impact Analytics (UMIA), defining it as:

blend of statistical techniques that assigns business value to each element of the marketing mix at both a strategic and tactical level. 

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All Things Hair: A case study about brand-building in 2015 AD

Ryan Skinner

I just published this case study about All Things Hair. If you haven’t heard or come across ATH before, it’s a series of YouTube channels initiated by Unilever’s hair care products division. On each national channel (they’re in about a dozen countries now), a half-dozen teenage and twenty-something video bloggers describe how you can get some really important look or style going.*

There are a lot of interesting things going on in this ATH thing that I’m not really going to focus on here, such as predictive search, marketing innovation, influencers, video marketing, product positioning, brand measurement, ecommerce links, audience targeting and paid content promotion. This was Unilever working with Razorfish, so you knew it wasn’t going to be “How VO5 got better email open rates”.

No, what interests me most is how this whole ATH burrito here represents a new way of building brands based on how customers work and think today. Unilever’s not the first to do this, by any means, but – given the fact that they have a little bit of experience thinking about brand-building – they seemed to have done it with their “eyes wide open” if you will. They knew they were reengineering how they built brand value, and proceeded methodically from that standpoint.

So what did this awareness mean when push came to shove?

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Consumers Will Manage All Brand Interactions Via Their Smartphones

Thomas Husson

I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy.

Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual data to consistently deliver customer value will deliver compelling brand experiences that will build brand preference and, ultimately, loyalty.

Even with the emergence of connected objects that send notifications, smartphones will remain the primary interface in which consumers will personalize their digital experiences. Smartphones will become the hub for most interactions between a brand and its customers. In the next five to 10 years, consumers will use smartphone apps to define and control the communication environment in which brands can interact with them. In particular, we see that:

  • Mobile will become the primary touchpoint for brands to engage consumers. Mobile traffic has already overtaken desktop traffic in five major countries: Nigeria, India, South Africa, Indonesia, and Poland.No doubt this will happen across the globe in the next couple of years. B2C marketers will become smarter in engaging customers via mobile, maturing their approach and moving progressively to the holy grail of one-to-one marketing.
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Are Marketers Ready To Double Down And Truly Adapt To The Consumer Of Today?

Erna Alfred Liousas

For two days this week, I enjoyed Hubspot’s Inbound 2015 conference. Hubspot is an inbound marketing platform targeting small to medium-size businesses and each year the company holds a conference bringing together thought-leaders, customers, and partners. This 3.5-day event has over 250 sessions spanning a myriad of topics. Conferences provide different perspectives on the marketing landscape, customer success stories, product updates, philanthropic awareness, networking opportunities, and — my favorite — kernels that can be developed into themes with broader implications. I was happy to experience all those elements and walked away with more than a few kernels with broader implications. I’d like to share a few resulting from comments by Brian Halligan and Dharmesh Shah, Chris Brogan, and Mitch Joel. Let me forewarn you, these ideas may seem provocative, but they make for a good debate and even better research. 

Do Marketing And Sales Become One?

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Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives In China

Xiaofeng Wang

In my previous report, Overcome Top Digital Challenges In 2015, we found that digital marketers’ top challenge is meeting increased pressure to deliver business outcomes. In fact, they’re gradually taking on more responsibilities directly related to business outcomes, such as eCommerce. My latest brief, Digital Marketers Are Embracing eCommerce, And China Is Leading The Way, helps B2C marketers understand this emerging trend and embrace the opportunity to deliver consistent digital experiences to customers.

One-third of the digital marketers in China who responded to our survey indicated that eCommerce is one of their job responsibilities (see the figure). Forrester sees this trend developing in China as well as in Western markets. For example, in the US, Gap redesigned its global CMO role by merging eCommerce and digital marketing in a single executive position earlier this year.

However, the fusion of digital marketing and eCommerce teams is happening more extensively in China because:

  • Social and commerce are more closely intertwined in China than anywhere else. The bond between social media and eCommerce is extremely close in China, exemplified by the strategic partnerships between WeChat and JD.com and between Alibaba and Weibo.
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Leverage The Power Of WeChat’s Mobile Ecosystem

Xiaofeng Wang

With a whopping 549 million monthly active users, WeChat has become the largest mobile social app in Asia Pacific. Smart marketers not only borrow mobile momentsfrom WeChat, but leverage its power across the customer life cycle. My recently published report, Reinvent Customer Relationships With WeChat Mobile, helps B2C marketers understand the dynamics of the WeChat mobile ecosystem and learn how to best ride the wave of the WeChat-dominated mobile revolution in China. The report:

  • Shows how dominant WeChat is in Chinese consumers’ mobile lives.WeChat has become the default social networking tool in China and has disrupted consumers’ mobile behaviors. Metro Chinese consumers already spend more than half of their mobile Internet time on it. In the past year, WeChat users consumed US$15.3 billion worth of mobile data— more than Weibo, shopping, video, music, mapping, and email services combined.
  • Identifies the core features and services of the WeChat mobile ecosystem.WeChat is far more than a messaging app; it’s a rich mobile ecosystem filled with powerful features and services. The key ones that marketers can leverage include branded public accounts, advertising, WeChat Payment, eCommerce, smart services, and linking online to offline.
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