The Hidden Power Of Mobile

Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer online and offline behaviors.

While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a subdigital channel.

Marketers must reconsider mobile’s role in their entire marketing plan. They should:

  • Link Mobile To Offline To Unlock Its Full Potential

To bridge digital and offline marketing, marketers must rethink the total impact of mobile ads, use mobile to augment traditional marketing campaigns, and apply mobile data to improve overall marketing effectiveness. Mobile data is the new customer gold mine, providing both personal data on individuals and the world they live in as well as contextual data combining offline and online behaviors in real time.

  • Start Measuring Offline Attribution Now

Marketers must put mobile at the heart of their identity resolution plan and work with data partners to make the most of emerging mobile offline attribution solutions. Given the importance of sales in physical stores, it matters to understand not just if mobile drives traffic to store but the extent to which it increases total sales.

Clients willing to know more, “The Hidden Power of Mobile” Report is available here.

According to Forrester’s mobile maturity framework, less than 20% of brands leverage mobile to transform the entire offline experience. If you want to benchmark your own mobile maturity, take about 20 minutes to answer our questionnaire. We will share back with you the aggregated topline results.

Join Our 2016 Global Mobile Executive Survey

For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, my colleagues Julie Ask, Jennifer Wise and I are updating the survey again to help marketers and business executives benchmark and mature their mobile strategy and services.

Planning and organizing for the use of mobile technologies is a complex task. Integrating mobile as part of a broader corporate strategy is even more complex. However, some players are leading the way and working on infrastructure, staffing, and competencies that are hard to see unless you look closely. If you want to understand the role that mobile is playing in various organizations, what their objectives are, how they measure the success of their mobile initiatives, and a lot more, you just have to share with us your own perspective and we will aggregate the answers.

Read more

The Future Of Messaging Apps

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.

Read more

After Brexit, Will Paris Become The New Startup Hub In Europe?

Paris will be the capital of technology innovation and startups for the next three days with more than 5,000 startups, 400 speakers, 30,000 attendees, and 100 top VCs attending Viva Technology Paris.

CEOs and CMOs of the largest French companies will attend and speak as well as Eric Schmidt from Alphabet/Google, John Chambers from Cisco, David Marcus and Sheryl Sandberg from Facebook, Tim Armstrong from AOL, Robin Li from Baidu, Yuanqing Yang from Lenovo, and many others.

Vendors will demonstrate lots of innovation, including Sony Playstation’s Virtual Reality, Tilt Brush and Jacquard by Google, and Facebook’s pop-up, not to mention numerous talks and roundtables on AR, VR, drones, robots, 3D printing, wearable tech, machine learning, and connected cities and homes.

Let’s face it: Until now, London was the primary digital hub attracting lots of startups, investor money, and digital talent. Following Brexit, Forrester expects digital and customer-facing talent to migrate out of the UK. Beyond company headquarters, there is a new competition between Paris, Berlin, Dublin, Amsterdam, and Barcelona, and many other cities to attract startups and R&D centers.

The timing is perfect for Viva Technology Paris to offer a unique opportunity to showcase France’s assets:

Read more

Master Mobile Moments To Win In The IoT World

Marketers are always falling in love with mobile’s latest “shiny new object” and new technology acronyms — 5G, BLE (Bluetooth Low Energy), NFC (near-field communication), RWD (responsive web design), etc. — and they’re constantly looking for the next platform, whether it’s virtual reality (VR), bots, artificial intelligence (AI), or the internet of things (IoT).

However, it is time to stop this quixotic quest for a paradigmatic new platform to replace mobile! Instead, recognize that mobile will activate these adjacent technologies to enable new brand experiences.

I’ve just published a new report, “The Internet Of Things Redefines Brand Engagement,” which looks at the benefits that IoT will open up for marketers and how IoT and mobile will overlap in the years to come.

Over the past decade, smartphones have become a sort of black hole, integrating a huge array of sensors, but mobile is now exploding back out to our environments. Sensors and connectivity are expanding beyond smartphones to our wrists, bodies, cars, TVs, and washing machines as well as to buildings and “invisible” places in the world around us. The IoT is generating tectonic shifts among digital platforms and tech vendors, signaling a new wave of disruption, and unleashing new forms of competition.

The IoT is also redefining brand engagement by enabling marketers to:

  • Listen to their customers and analyze their real behaviors.
  • Create more frequent and intimate consumer interactions.
  • Differentiate their customer experience.
  • Build new offerings and business models.
Read more

Beyond ROI: Showcasing The True Impact Of Mobile Marketing

My colleague Jenny Wise and I just updated the business case report of Forrester’s mobile marketing playbook with new data, examples and primary research.

B2C Marketers know mobile is a strategic imperative but the vast majority don’t strategically integrate it in their marketing-mix with only 13% saying they do so systematically. Only 27% of marketers we surveyed told us the ROI of their mobile marketing campaigns was profitable and a stunning 67% told us they simply cannot measure it!

Why? Because marketers:

  • Don’t align objectives and KPIs. There is a misalignment between their top objectives — improving customer satisfaction and transforming customer experience, which they barely track.
  • Can only start to benefit from vendors’ advanced ROI tools. Greg Stuart, CEO of Mobile Marketing Association, sums it up better than anyone else: “It seems crazy that CMOs haven’t pushed vendors to do marketing mix measurement comparing TV, mobile, and all other media and that the MMA, working with our research partners, is the only entity to have developed an industry methodology for an opportunity this obvious and big”. You can find out more on MMA's SMoX research here.
  • Find it difficult to measure the impact of mobile on other channels, especially offline.
  • Have limited mobile expertise of their own.
  • Can’t prove they need it to take budget from existing pools.
Read more

The State Of Mobile Marketer Tactics: 2016

I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In fact, RWD was by far the most common tactic that marketers were using or planning to use in 2015: Only 9% of marketers we surveyed are not planning to use it. When fully implemented, RWD can improve the user experience, but more often than not, it’s implemented as a quick fix to the problem of multiple screen sizes. It often prevents marketers from thinking about the need to contextualize offerings for different devices. Customers do not necessarily want the same content across all their screens. However, a scarily high percentage of marketers we surveyed — 47% — admit their mobile services are primarily a scaled-down version of their PC services. In short: 

  • Marketers misuse mobile marketing tactics. B2C marketers often focus too much on piloting the latest mobile shiny objects and, unfortunately, do not invest enough in adapting to mobile experiences’ core touchpoints -- like email or search -- that most consumers use to engage with brands.
  • Use mobile to transform brand experiences. Too few marketers think of mobile as an opportunity to transform the brand experience. To really differentiate themselves, they should develop mobile-unique interactions delivering visible value with apps, messaging, and online-to-offline tactics.
Read more

Back From Yet Another Pilgrimage To Mobile's Mecca

After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event.

MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our surrounding environment. This year, innovation and key announcements did not so much come from new flagship smartphone manufacturers but instead focused on solutions that enable mobile devices to activate adjacent technologies — like VR, 360-degree cameras, 5G, and the IoT — to build the next generation of connected experiences. Let's cut through the hype to look at what the headlines really mean for B2C marketers:

  • VR is really still hype. Samsung massively surfed on the VR "wow" effect and heavily promoted its Gear VR headset while Facebook's CEO insisted that VR is the next-generation platfrom and will shape the future of social. After the distribution of five million of Google's Cardboard VR Viewers since June 2014, the buzz will continue with Oculus Rift and PlayStation VR (to be launched mid-March at the Game Developer Conference), creating awareness for digitally immersive experiences. But reach will be extremely limited, as the technology will only attract a niche set of users — especially gamers — in the first two years. However, marketers at retail, automotive, travel, or luxury real-estate companies with a digital innovation agenda should keep an eye for signs of VR adoption beyond the "techno-few."
  • Use mobile to unlock IoT consumer experiences. IoT remains first and foremost a B2B and industrial play. However, B2C marketers can combine mobile and IoT to activate new brand experiences.
Read more

What To Expect From Mobile World Congress 2016?

From February 22 to 25, Barcelona will be the center of the business world. Do not expect a specific industry focus but expect announcements impacting any industry: from payments to automotive. Why? Because “mobile is everything”.

 

 

Read more

2016 Mobile And App Marketing Trends

In November, Forrester released its mobile predictions for 2016, highlighting how mobile will act as a catalyst for business transformation and explaining why the battle for mobile moments will redefine the vendor landscape.

Let’s now take a closer look at how mobile will impact marketing in 2016.

A year ago, Forrester argued that most brands would underinvest in mobile in 2015. This is likely to remain the case this year, since too many marketers still have a narrow view of mobile as a “sub-digital” medium and channel. This is good news for the 20% of marketers who told us they have the budget they need and for the 33% who said they know how to measure mobile ROI. In 2016, this growing minority of leading marketers will start to fully integrate mobile into their marketing strategies. These mature mobile marketers will measure the impact of mobile across channels, see a clear opportunity to differentiate their brands, and increase their investments in mobile initiatives. Here’s what else we expect to happen:

  • Integrating mobile into your marketing strategy will become a key differentiator. While most brands are trying to mobilize their ads, few are going the extra mile: serving their customers in their mobile moments by transforming the entire customer experience. Only those that do go that extra mile will differentiate their brands via mobile. Leaders will also start measuring the impact of mobile on offline channels and will end up allocating up to 20% of their marketing budgets to mobile.
Read more