For the past two years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. Last year, we surveyed nearly 300 executives leading mobile initiatives within their enterprises.
To help business executives benchmark and mature their approach to consumer mobile services, we are updating this survey.
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 answers. For your efforts, we will share a free copy of the survey results.
If you’re in charge of your company's mobile consumer initiative or if you’re familiar with it, then please take this survey.
In 2010 we entered a new 20 year business cycle where successful companies will be those that better understand and serve increasingly powerful customers.
But what happens when government authorities with very specific rules about how companies communicate with customers regulate these interactions? Wealth management, insurance, and pharmaceuticals come to mind as example industries where marketers and relationship managers feel this oversight most acutely. How do you thrive in the Age of the Customer when how you interact - and the data you maintain - is controlled by law?
These are questions that I plan to explore next week with marketing and client experience executives from the Financial Services industry at "The Forward Thinker" sponsored by EarthIntegrate. Thinking through the issues around how to be more customer-obsessed in an industry where every communication could be monitored or audited, I believe the main challenge is not to stray outside the regulatory guidelines while meeting growing client expectations for responsive, online, anytime, anywhere engagement.
All while maintaining the intimacy that high net worth investors, for example, expect of their advisor relationships. Or that insurance members expect of brokers.
This winter has kept many of us, especially those east of the Mississippi, out of malls and instead hunkered down in our homes. The weather is not the brutal part, though. I have been exposed to a lot more commercials in my hibernation (in part because Hulu doesn’t let you skip them), and I can honestly say that, as a marketing analyst, the link between the agency pitch, the production, and the delivery leaves a lot missing along the way.
There are, of course, those ads that put a lump in your throat and use those heartstrings to cause you to act (or at least put it on your wish list.) These ads that relay a strong emotional bond leading you to act are typically more aware of you than you realize. But then there are the ads that you shake your head at. “What were they thinking?” you may ask as you scratch your head after a GEICO “Museum of Modern Insurance” commercial or GoDaddy Bodybuilder ad. Sure they may be clever, but are they useful? Do they really get the register to ring?
Or the David Ogilvy . . . or the Bill Bernbach . . . or the Rosser Reeves . . . or even the Lester Wunderman? All of these Mad Men played outsized roles in laying down the rules of advertising and marketing that have dominated the craft for the past half century.
I've been wondering more and more about who among today's marketing leaders will join this pantheon as I see marketing diverging from the tenets I was schooled in during my early ad agency career.
Apparently, Interpublic has decided that Howard Draft isn't among them, since they have removed his name from the door, reverting from Draftfcb to FCB -- or even the original Foote, Cone, Belding name. Their rationale was to simplify the name, but then they go on to say they will still append the geography (FCB Chicago), the specialty (FCB Health), the name of acquired agencies (FCB Inferno), or even "a highly respected creative leader" (FCB Garfinkel). Yeah, that's a lot simpler. And I guess a leader who takes the agency in a new direction and shakes up an entire industry doesn't make the cut. Sorry, Howard.
Just back from the Forum for Sales Enablement professionals in Scottsdale and the buzz is still there. Maybe that's the effect of cold Boston air after 5 days in paradise, but I think there is more to it. Attendees were on a high with the ideas and approaches they learned to "work back from their customers" to better communicate in the ways buyers need and want in the Age of the Customer.
Check the twitter feed here and you will see some of that energy, like "marketing and sales have to align on the same methodology, but start from the customer perspective", or "buyers want you to give them insight they haven't thought of".
What is that methodology? If Forrester's new 21st Century Selling System in the Age of the Customer. The core idea is simple, model your buyers, so you can map your messages and assign the right messenger to communicate what the buyer needs in order to appreciate your value. The key? There are 4 archetypes of buyers, so there are 4 aligned archetypes of messages and messengers as well, like this:
A version of this post originally appeared on Re/code.
The roller coaster ride for Bitcoin enthusiasts continued this week: There was good news from UK regulators, who have taken a relatively progressive stance on virtual currencies, and bad news with the latest heist of 890 Bitcoin (roughly $600,000) and the resulting demise of a Flexcoin, a Bitcoin storage service. The breaking news frenzy perhaps reached a new peak, with the claim that the real Satoshi Nakamoto has been identified. There’s no doubt that additional revelations are on the horizon when it comes to the first crypto-currency, and with that, the debate about the longevity and usefulness of Bitcoin will continue. In our new report on Bitcoin, we address the following questions:
1. What is Bitcoin?
2. Who are the main players?
3. What headway has Bitcoin made?
4. How viable is Bitcoin as a consumer payment alternative?
5. Should I worry about crypto-currencies like Bitcoin disrupting my business?
6. How can I outsmart crypto-currencies?
Here’s the bottom line: Bitcoin is deeply flawed as an alternative currency or payment method for mainstream consumers. It will, however, be a catalyst for a more efficient global payments system because it demonstrates one way to tackle the many embedded inefficiencies.
Bitcoin Is Not A Viable Payment Alternative For Mainstream Consumers
There are lots of reasons for this dissatisfaction, but the biggest is that most vendors just aren’t solving the problems that social relationship marketers face. Yesterday we published a new report detailing social relationship marketers' top challenges:
Measurement. Most just don't know what impact, if any, their Facebook pages and Twitter accounts have.
Content. Marketers struggle both to decide what type of content to publish, and then to find good content assets to use.
Staffing. Many say they just don't have enough human resources to handle the every tasks of social relationship marketing.
Scheduling. Marketers don't know when to post their content for maximum impact.
Walt Disney once said, “of all our inventions for mass communication, pictures still speak the most universally understood language.” Perhaps he was more prescient than anyone realized at that time: Decades later, the onslaught of social media and the emergence of mobile phones have made his assertion seem truer than ever, as consumers have gained the tools to share a picture with the global population in a matter of seconds. Today, the fascination with pictures has come to define communication that spans both the offline and online worlds.
According to Forrester’s Consumer Technographics® data, sharing visual content is indeed a universal phenomenon — but it is most prevalent in countries like China, India, and Brazil:
Some believe that our obsession with taking and sharing photographs speaks to a modern narcissistic culture. Indeed, Pew Research reports that the majority of Millennial consumers post “selfies” on social networking sites. However, when Ellen DeGeneres’ Oscar “selfie” became the most retweeted tweet ever this week, narcissism was hardly part of the conversation. Instead, Ellen’s post exemplified what can happen when the power of the picture meets the power of social media: large-scale awareness, excitement, and engagement.
We evaluated established SRPs like Spredfast, Sprinklr, Shoutlet, Adobe Social, and salesforce.com’s Buddy Media, and found that none of them were good enough to fall into our “Leaders” category. Why? For one thing, most had significant gaps in their offerings.
But we also found that many of their customers weren’t terribly satisfied. Even though all the clients we spoke with were referred to us by the vendors themselves — and so presumably were amongst each SRP’s happiest customers — most had some reservations about the features, functionality, and service the vendors provided. In several cases, we were shocked by how little the reference clients thought of their technology partners.
One year later, we decided to check in on whether marketers had grown any more satisfied with their social relationship platforms. For a new report out today, we asked 56 marketers who used a variety of SRPs whether they’d recommend their vendor to a colleague — and found that overall, social relationship platforms have a Net Promoter Score of -16. Yes, that’s negative sixteen.
For the past seven years, Forrester has reported on how consumers rate their experiences with major brands in the US by publishing our annual report, the Customer Experience Index (CXi). The CXi has helped us identify customer experience leaders and helped many top brands in the US benchmark their customer experience against their peers.