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.
The fact that the world is becoming digital is no longer really newsworthy. It’s a boardroom topic for most firms. As it should be. You only have to open your eyes to see the impact that digital touchpoints have on business. As I sit here writing this blog, I am in the departure lounge of Brussels Airport en route to Stockholm for the last leg of a presentation roadshow. I’m surrounded by travelers on smartphones, tablets, and a few laptops. Almost everyone (with the exception of a sole individual filling in a crossword) is using a digital device.
Firms are beginning to acknowledge this digital-first culture. We’ve been presenting to audiences in cities all around Europe, talking about Transforming Into A Digital Business In The Face Of Disruption. The overwhelming feedback from these presentations has been that firms are beginning to realize that digital is critical to their future success (and in some cases, their very survival). This spans B2C and B2B. But in many cases, the executives we speak to say their firms don’t have a digital strategy, and even if they do, they doubt their capability to deliver it.
It’s clear — companies need help to make sense of what digital means to them.
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.
In this age of the customer, there is nothing more important than the effective and safe operation of our financial system. Trillions of dollars move around the world because of a well-oiled financial services system. Most consumers take our financial services system for granted. They get paid, have the money direct deposited into their account, pay bills, use their ATM card to get cash, and put family valuables in the safety deposit box. The consumer’s assumption is that their cash, investments and valuables are safe.
Symantec’s 2014 CyberWar Games set out to prove or disprove how correct are these assumptions. Symantec’s cyberwar event is the brainchild of Samir Kapuria, a Symantec vice president within the Information Security Group. Symantec structures the event as a series of playoff events. Teams form and compete, earning points for creating and discovering exploits. Out of this process, the ten best teams travel to Symantec’s Mountain View, California headquarters to compete in the finals.
Your company is likely to face an extinction event in the next 10 years. And while you may see it coming, you may not have enough time to save your company.
Business leaders don't think of digital as central to their business because in the past, it hasn't been. But now your customers, your products, your business operations, and your competitors are fundamentally digital. While 74% of business executives say their company has a digital strategy, only 15% believe that their company has the skills and capabilities to execute on that strategy (see figure). These are just some of the findings from our latest research (Forrester clients click here).
For the past few years, companies have been bolting “digital” onto their existing business like teens paint go-fast stripes onto their cars. “Look, we’re digital” is the message CEOs want to send to investors. But the piecemeal strategy of bolting digital channels or methods onto the business is no longer sufficient. Instead, you must think of your company as part of a dynamic ecosystem of value that connects digital resources inside and outside the company to create value for customers. To do this, you must fully harness digital technologies, both to deliver a superior customer experience and to drive the agility and operational efficiency you need to stay competitive.
Asia Pacific (AP) organizations have historically been slower to outsource critical information security functions, largely due to concerns that letting external parties access internal networks and manage IT security operations exposes them to too much risk. They have also not fully understood the real business benefits of outsourcing partnerships from a security perspective. However, this trend has recently started to reverse. I have just published a report that outlines the key factors contributing to this change:
Skill shortages are leading to higher risk exposure. Scarce internal security skills and a dearth of deep technical specialists in the labor pool are ongoing challenges for organizations around the world. This not only raises the cost of staffing and severely restricts efficiency, it may also increase the costs of security breaches by giving cybercriminals more time to carry out attacks undetected; at least one study indicates that the majority of reported breaches are not discovered for months or even years. The early adopters of managed security services in AP tell us that external service providers’ staff have more technical knowledge and skill than their internal employees.
Back in July 2012, I authored a post about Pitney Bowes and the company’s focus on reinventing itself. At that time, the company had a great portfolio of software assets and a good overall market message — but its market approach was fragmented, its solutions were not integrated, and it was a difficult company to figure out from the perspective of a customer or prospect. About 15 months ago, Pitney Bowes appointed Marc Lautenbach as its new CEO to address these issues.
Fast forward to today. Last week I had the opportunity to spend some time with Marc while he was in Sydney. In his brief time with the company, he has sorted out a number of the challenges I was referring to — including giving the firm a laser-sharp focus on a few key areas, bringing traditional assets into the digital world, refining its sales model, and leveraging those areas in which it has competitive advantage.
Marc sees PB’s main opportunities in the following areas:
eCommerce. PB has the ability to classify assets for all types of commerce providers and ship them anywhere around the globe.
Location-based solutions. Not only does PB have great mapping information, but it can also integrate data from any domain and apply its own algorithms to make that data valuable.
Printers, sorters, meters, and inserters. This isn’t a fast-growing business, but it’s a big one — and one that’s still important to many companies. It’s also a segment in which PB has some unique capabilities.
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: