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<a href="/carrie_johnson/10-03-17-ebusiness_leaders_are_optimistic_about_2010" title="eBusiness Leaders are Optimistic about 2010">eBusiness Leaders are Optimistic about 2010</a>
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<p class="byLine">Posted by <a href="/carrie_johnson">Carrie Johnson</a> on the <a href="/ebusiness_strategy">eBusiness & Channel Strategy Professionals</a> Blog on March 17, 2010</p>
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No one that manages a P&L will ever look back at 2009 and say "what a fun year!" eBusiness executives are certainly glad to have 2009 behind them and report to us that 2010 is not as fraught with economic concerns. We just <a href="http://www.forrester.com/rb/Research/trends_2010_ebusiness_optimism_rises_from_2009/q/id/56398/t/2">published the results of our most recent survey </a>of 100 eBusiness and Channel Strategy executives and found that although overall budgets for eBusiness aren't increasing that dramatically, our respondents aren't feeling the heat to cut back like they were last year. </p>
<p>
Even better, our survey respondents are increasing their budget for new innovation and technology. In 2010, the percentage of the online budget dedicated to new investment and innovation is expected to increase or significantly increase at 52% of firms. Hooray! It's a battle cry for all eBusiness execs to step up their games, and for senior executives in their firms to step up their commitment to and support of the channel. Spending (by our respondents) will focus on analytics and then ratings and review platforms.</p>
<p>
Analytics have been a constant in our surveys, and ratings and reviews don't surprise us. Social media is hard for eBusiness execs to get their heads around because many social efforts clearly drive marketing objectives like brand engagement, but the impact on actual sales and conversion is fuzzier. Ratings and reviews are a clearer conversion tool for retailers in particular. My colleague <a href="http://www.forrester.com/rb/analyst/brad_strothkamp">Brad Strothkamp</a> wrote a <a href="http://blogs.forrester.com/brad_strothkamp/10-03-16-usaa_proves_value_web_site_ratings_and_reviews_financial_services">blog post</a> though about the use of ratings and reviews in financial services, which is not nearly as black and white an issue. </p>
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<a href="/tamara_barber/10-03-17-three_key_considerations_social_media_market_research" title="Three Key Considerations On Social Media For Market Research">Three Key Considerations On Social Media For Market Research</a>
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<p class="byLine">Posted by <a href="/tamara_barber">Tamara Barber</a> on the <a href="/market_research">Consumer Market Research Professionals</a> Blog on March 17, 2010</p>
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<img src="/f/b/analystpix/Tamara-Barber.gif" alt="Tamara Barber" title="Tamara Barber" width="89" height="89" class="analystPicture" /> <p>
For my current research on social media and market research, I’m interested in listening platforms (and the text analysis that’s usually packaged with them) for the purposes of mining the social Web – be it on blogs, open community sites, social networks or the like. </p>
<p>
There’s a lively debate around the value of social media listening for market research, and there are many people willing to share their opinion. Last week, I attended a Webinar on this very subject, hosted by <a href="http://www.peanutlabs.com/peanutlabs/" target="_blank">Peanut Labs</a>, with multiple guest speakers from the industry. Here are some of the key points that market researchers should consider when assessing the need for – and effort in -- social media research. </p>
<p>
<strong>“Process and methods need to be developed to make social media data be another source for Marketing Research” --</strong> From Jean Davis, co-founder of <a href="http://www.conversition.com/" target="_blank">Conversition</a>, and former president of Ipsos Online, North America. <em>This</em><em> means: Platforms need to be created with the market researcher in mind. They must be able to reliably sift through online conversations to sort out low-quality data; apply weighting schemes to that data reflects that true share of volume that different sources have online; and create constructs so that data from social media can be proxied to represent common measures such as five-point scales and top-two boxes. </em></p>
<a href="/tamara_barber/10-03-17-three_key_considerations_social_media_market_research" class="readMore arrow">Read more</a> </div>
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<a href="/brad_strothkamp/10-03-16-usaa_proves_value_web_site_ratings_and_reviews_financial_services" title="USAA proves the value of Web site ratings and reviews to financial services">USAA proves the value of Web site ratings and reviews to financial services</a>
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<p class="byLine">Posted by <a href="/brad_strothkamp">Brad Strothkamp</a> on the <a href="/ebusiness_strategy">eBusiness & Channel Strategy Professionals</a> Blog on March 16, 2010</p>
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<img src="/f/b/analystpix/Brad-Strothkamp.gif" alt="Brad Strothkamp" title="Brad Strothkamp" width="89" height="89" class="analystPicture" /> <p>
Numerous conversations over the last few months with financial service firms has proven one thing to me - most are dealing with questions around social media and social commerce and yet few are sure how best to proceed. Much of what has been written thus far centers around the role social can play in the areas of marketing and brand, but there are beginning to be more stories that are surfacing around uses directly related to eBusiness on a firm's Web site.</p>
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<p>
The best case I have seen for social on a Web site came from USAA and is part of a case study I wrote with Tom Vaughn, director of social media at USAA. <a href="http://www.forrester.com/rb/Research/case_study_usaa_uses_social_media_to/q/id/55081/t/2"><strong>View Now</strong></a>.</p>
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<p>
What separates USAA's story from others we have heard? It is backed up with direct ROI and metrics in areas that drive the business - <em>conversion and sales</em>. USAA was able to prove that providing ratings and reviews using Bazaarvoice's solution drove an incremental 15 thousand plus products sales in a nine month period.</p>
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So should you rush out and add ratings and reviews to your Web site? Probably not since most financial services Web site fail to get the basics done right. But assuming you have the basics down, I would consider adding this one to your functionality roadmap.</p>
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Brad</p>
<a href="/brad_strothkamp/10-03-16-usaa_proves_value_web_site_ratings_and_reviews_financial_services" class="readMore arrow">Read more</a> </div>
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<a href="/ian_fogg/10-03-16-cloud_missing_ingredient_third_device_ipad_strategy" title=""Cloud" is the Missing Ingredient for a "Third Device" iPad Strategy">"Cloud" is the Missing Ingredient for a "Third Device" iPad Strategy</a>
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<p class="byLine">Posted by <a href="/consumer_product_strategy/ian_fogg/index.html">Ian Fogg</a> on the <a href="/consumer_product_strategy">Consumer Product Strategy Professionals</a> Blog on March 16, 2010</p>
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Apple pitched the iPad at launch as <a href="http://news.bbc.co.uk/2/hi/8483654.stm" target="_blank">a third device that consumers would use alongside the PC and the phone</a>. While the iPad has genuinely innovative software and hardware, Apple has done little new to make the device easy to use in tandem with existing devices, beyond what is already in the iPhone. Consumers must sync the iPad using a cable with PC/Mac iTunes to transfer music or videos; while photos and podcasts are easiest if loaded the same way.</p>
<p>
Apple has left too much in the hands of consumers to transfer and manage manually. For example, if a consumer wishes their video viewing position to be remembered across their devices, then they must sync first the iPad with iTunes, followed by syncing their iPhone or iPod. Contrast that with Amazon's Kindle: Whispersync maintains a person's reading position automatically between Kindle apps on PC or iPhone and Kindle eReaders.</p>
<p>
The same issue hits multiple areas on iPad from games' scores and progress, the reading position on Apple's own eBooks, and the preferences of Apps downloaded from Apple's App Store, email, calendar and contacts.</p>
<p>
There are workaround for some of the above from app developers. Games built with the <a href="http://plusplus.com/" target="_blank">Plus+</a> network essentially have their own cloud service built in. Consumers may sync Calendar/email/contacts with a cloud by using a specific provider such as <a href="http://www.google.com/mobile/sync/" target="_blank">Google apps</a>, a corporate account with Exchange, or Apple's own MobileMe. Other apps have their own app specific cloud abilities like Evernote or the iPhone/iPad Kindle app.</p>
<p>
For iPad to really fly, preferences, usernames, passwords, and content should transfer automatically across the different devices that Apple intends consumers to use together: PC, phone, and iPad. Apple should use a consumer cloud to do it. Consumers should not have to think, all of this should just work. Tethered sync is a twentieth century product feature.</p>
<p>
If Apple does not extend its consumer cloud services, iPad will rely on a patchwork of cloud services to deliver the third device experience. But, as a consumer cloud is essentially software, Apple could easily fix all of these things mid-life for existing iPad owners. iPad is after all very much a version 1.0 .</p>
<p>
Every time I think of the iPad as "the third device," the image of Orson Welles from the film <a href="http://www.imdb.com/title/tt0041959/" target="_blank">the Third Man</a> appears in my head:</p>
<p class="rteindent1">
<em>"You know what the fellow said – in Italy, for thirty years under the Borgias, they had warfare, terror, murder and bloodshed, but they produced Michelangelo, Leonardo da Vinci and the Renaissance. In Switzerland, they had brotherly love, they had five hundred years of democracy and peace – and what did that produce? The cuckoo clock."</em></p>
<p>
iPad is no cuckoo clock, but it's not, yet, a Michelangelo either.</p>
<a href="/ian_fogg/10-03-16-cloud_missing_ingredient_third_device_ipad_strategy" class="readMore arrow">Read more</a> </div>
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<a href="/mark_mulligan/10-03-16-why_michael_jackson_worth_more_dead_he_was_alive" title="Why Michael Jackson is Worth More Dead than he Was Alive">Why Michael Jackson is Worth More Dead than he Was Alive</a>
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<p class="byLine">Posted by <a href="/consumer_product_strategy/mark_mulligan/index.html">Mark Mulligan</a> on the <a href="/consumer_product_strategy">Consumer Product Strategy Professionals</a> Blog on March 16, 2010</p>
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<a href="http://www.nytimes.com/2010/03/16/arts/music/16jackson.html?src=me">The estate of Michael Jackson have reportedly signed a deal worth at least $250 million with Sony Music. </a> It might seem like a lot of money (heck, it is a lot of money) but this isn’t the crazy gamble on yesteryear that it might at first appear:</p>
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</p>
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<div class="item-list"><h3></h3><ul class="terms terms-inline"><li class="first"><a href="/category/sony_music">Sony Music</a></li>
<li><a href="/category/record_labels">Record Labels</a></li>
<li><a href="/category/paid_content">Paid content</a></li>
<li><a href="/category/music_industry_meltdown">Music Industry Meltdown</a></li>
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<a href="/mark_mulligan/10-03-16-three_key_questions_record_labels_digital_age" title="Three Key Questions for Record Labels in the Digital Age">Three Key Questions for Record Labels in the Digital Age</a>
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<p class="byLine">Posted by <a href="/consumer_product_strategy/mark_mulligan/index.html">Mark Mulligan</a> on the <a href="/consumer_product_strategy">Consumer Product Strategy Professionals</a> Blog on March 16, 2010</p>
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<a href="http://www.dnaindia.com/entertainment/report_warner-music-kkrbertelsmann-mull-emi-bid-sources_1359625">News reports today suggest that Warner Music may be planning for buying some or all of EMI in a post-bankruptcy fire sale. </a> As a Brit I’d be particularly sad to see EMI meet such a disappointing end, but there is an unnerving sense of inevitability with current events. I’m not a financial analyst and I’m not going to attempt to comment on the likelihood of Terra Firma meeting its debt obligations. But what I do think is interesting and relevant from a strategic perspective are the questions EMI’s predicament raises about the role of record labels in the digital age.<br />
</p>
<p>
In fact there are three key questions record labels need to ask themselves:</p>
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Are they relevant and necessary anymore?</li>
<li>
Are they innovating enough?</li>
<li>
What role should they play?</li>
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<p>
Here's my take on what the answers should look like...</p>
<a href="/mark_mulligan/10-03-16-three_key_questions_record_labels_digital_age" class="readMore arrow">Read more</a> </div>
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<li><a href="/category/music_industry_meltdown">Music Industry Meltdown</a></li>
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<a href="/augie_ray/10-03-16-my_blog_end_road_or_change_lanes" title="My blog: The End of the Road or a Change of Lanes?">My blog: The End of the Road or a Change of Lanes?</a>
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<p class="byLine">Posted by <a href="/augie_ray">Augie Ray</a> on the <a href="/interactive_marketing">Interactive Marketing Professionals</a> Blog on March 16, 2010</p>
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<img src="/f/b/analystpix/Augie-Ray.gif" alt="Augie Ray" title="Augie Ray" width="89" height="89" class="analystPicture" /> <p>
In three days, it will be the two year anniversary of my first blog post on <a href="http://www.experiencetheblog.com" target="_blank">Experience: The Blog</a>. Originally intended to be an exploration of experiential marketing strategies, my interest and focus quickly turned to social media and how the growth of the peer-to-peer groundswell creates challenges and opportunities for marketers. It is apt to recall how my blog started as one thing and became another, because change is in the air again. I'd like to reflect on that change, put it into context and invite you to join me as I shift my blog publishing to a new address.</p>
<p>
A month ago, <a href="http://blogs.forrester.com/augie_ray/10-02-07-my_thoughts_forrester_analysts_and_blogging" target="_blank">news broke that Forrester would be altering its blog policies</a> and analysts would shift their industry-related blogging into a new, common platform on Forrester.com. I posted at the time that I believed aggregating Forrester's thought leadership in one place made sense and that I was eager to continue blogging, sharing news and building my reputation within the new Forrester blog. </p>
<p>
The reaction was swift and emotional. Hundreds of tweets and blog posts weighed in on the topic; a few supported the new blogging policies, but most did not. One person tweeted I was "licking the boots of (my) corporate paymasters," and a friend sent heartfelt condolences at the loss of my blog. I ignored the tweet and assured my friend that I was not progressing through any of the stages of grief (unless bemusement was one of those stages.)</p>
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<a href="/steven_noble/10-03-16-staying_nimble_age_global_matrix" title="Staying nimble in the age of the global matrix">Staying nimble in the age of the global matrix</a>
</h2>
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<p class="byLine">Posted by <a href="/steven_noble">Steven Noble</a> on the <a href="/marketing_leadership">Marketing Leadership Professionals</a> Blog on March 16, 2010</p>
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<img src="/f/b/analystpix/Steve-Noble.gif" alt="Steven Noble" title="Steven Noble" width="89" height="89" class="analystPicture" /> <p>
We've seen it happen a thousand times before: a marketer gets excited about an emerging field like customer analytics or social media marketing, develops a sensible plan of action, and then runs face-first into reality, which looks something like this:</p>
<ul>
<li>
"HQ has already signed off on my budgets for this year; this will have to wait until next"</li>
<li>
"Maybe if I can get Peter, Paul and Mary to agree to this at the regional marketing love-in, we can work together to convince global to consider it in the future"</li>
<li>
"I heard the trial in North America is going well; but by the time the roll-out progresses through Europe, Asia, Latin America and Africa, a year will pass"</li>
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"Stuff it; let's just do our own thing; HQ can worry about process and efficiency later"</li>
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<p>
In other words, adaptive brand marketing is hard for any company — but especially for multinational enterprises. But the world does wait for your next global conference call. Customers keep buying and talking and changing their behaviour, as do your competitors. MNCs have no choice other than to stay nimble in the age of the global matrix, which is the topic I'll speak about at <a href="http://www.forrester.com/events/eventdetail?eventID=2429">Forrester's Marketing Forum 2010</a> in Los Angeles in April. See you there.</p>
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<a href="/julie_ask/10-03-15-mobile_coupons_what_about_them" title="Mobile Coupons - What about them?">Mobile Coupons - What about them?</a>
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<p class="byLine">Posted by <a href="/consumer_product_strategy/julie_ask/index.html">Julie Ask</a> on the <a href="/consumer_product_strategy">Consumer Product Strategy Professionals</a> Blog on March 15, 2010</p>
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<img src="/f/b/analystpix/Julie_Ask.gif" alt="Julie Ask" title="Julie Ask" width="89" height="89" class="analystPicture" /> <p>
This is probably one of the top 10 inquiries I get from clients. Should I have a mobile coupon offering? If so, what form of mobile technology should I use? Our new <a href="http://www.forrester.com/rb/Research/mobile_coupons_gold_rush_or_fools_gold/q/id/56427/t/2">report</a>, "Mobile Coupons: Gold Rush or Fool's Gold?" addresses this question in more detail. This question was especially important in 2009 with the poor economy as consumers sought savings and deals.</p>
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</p>
<p>
Do consumers use mobile coupons today? A few do. Our surveys show that a few percent have at least trialed mobile coupons. There have been some usability issues - how to opt in to programs, download a coupon application, breadth of offers available - as well as demand. Heavy users of mobile coupons are not necessarily heavy users of mobile data services. My grandmother cuts more coupons than anyone else I know. She has a prepaid 100 minute per month voice plan. Will she ever use mobile coupons? Probably not. She turns 90 this summer. A lot could change in 10 years, but until her arthritis is so bad that she can use scissors, I think she'll still be clipping coupons from the newspaper. I see more opportunities in luring young mobile-savvy cell phone users into opting in for programs.</p>
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<a href="/emily_riley/10-03-15-its_time_evaluate_your_use_customer_data" title="It's time to evaluate your use of customer data">It's time to evaluate your use of customer data</a>
</h2>
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<p class="byLine">Posted by <a href="/interactive_marketing/emily_riley/index.html">Emily Riley</a> on the <a href="/interactive_marketing">Interactive Marketing Professionals</a> Blog on March 15, 2010</p>
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<img src="/f/b/analystpix/Emily_Riley.gif" alt="Emily Riley" title="Emily Riley" width="89" height="89" class="analystPicture" /> <p>The online space is moving swiftly toward audience targeting, where demographic, behavioral and contextual data are aggregated to create a better picture of a target audience. While the offline world has already established relatively structured data trading processes, online marketing is just beginning to really trade in this valuable currency. In fact, one of the companies I moderated a panel for, eXelate, is about to announce a partnership with Nielsen, which would make Nielsen's panel data available for purchase and use on display targeting campaigns.<br />
While it is true, as Emily Steele notes in the <a href="http://online.wsj.com/article/SB10001424052748703447104575117972284656374.html?KEYWORDS=Nielsen">Wall Street Journal</a>, that Congress and consumer advocacy groups are concerned about so much data being aggregated for online marketing use - which could cause improper use of consumer data for targeting purposes - it is also true that both marketers and consumers can benefit from this use if it's done right. Using consumer behavior data is not new, but what is new is how easy it is to aggregate data and get a clearer picture of what a customer wants. For interactive marketers, this presents both opportunities (giving customers better deals on things they like to buy) and risks (targeting with data that should remain private.)<br />
Navigating this terrain can be difficult for marketers who want to create a good customer experience but don't want to cross the line into murky territory. To help determine how to maximize your use of customer data, join us for our panel. We will have some of the leading players in the data space on a panel at the Marketing Forum on April 22 to discuss how data plays a role in the interactive media buying process. To learn more click <a href="http://www.forrester.com/events/eventdetail/0,9179,2429,00.html?sTab=agenda">here.</a></p>
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