Mobile Laggards Beware - Google Is Exposing Your Shortcomings

Peter Sheldon

This week Google started promoting mobile optimized websites in their search results:

Frankly I'm amazed it's taken Google this long to implement, however for mobile users it's a welcome addition to the search experience that alleviates the pain of clicking on a link only to find a desktop site at the other end. Now the consumer is in control and armed upfront with a Google endorsement of mobile readiness. This strategy is part of an evolution of preemptive warnings for mobile search users. Earlier this year Google started warning mobile users of destinations using Flash or destinations with broken links that would result in a re-direction to the destination homepage

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The Data Digest: The Apple Watch: What Makes Consumers Tick?

Anjali Lai

The unveiling of the Apple Watch in early September left consumers and industry analysts with more questions than answers. After the sluggish sales of smartwatch predecessors, what is the actual market opportunity for Apple’s wrist-based wearable? Will consumers’ perception of the technology motivate them to make a purchase? And what type of consumer is most receptive to this device? 

In my recently published report, I leverage Forrester’s Technographics®360 multimethodology research approach to answer these questions. So far, reaction to the Apple Watch has ranged from skepticism to enthusiasm, and our data shows that the story of Apple Watch adoption is indeed two-sided. Our evaluation of consumer behavior and attitudes reveals an immediate market opportunity for the device as well as psychological barriers to adoption: 

However, the story doesn’t end there. Between the advantages and challenges of Apple Watch adoption emerges a third reality, which synthesizes the two. Apple Watch uptake will evolve, with early adopters, motivated by excitement, biting first and a second wave of mainstream consumers – who can see and experience the benefits of the device – buying next.

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I Got 99 Problems & DevOps Is One- We Need Your Help!

John Rakowski

As we near the end of 2014 there is one tech management term that you will have heard over and over again - DevOps!

I can guarantee that every conference, vendor, tech analyst, tech journalist and I&O professional will have used the term DevOps at least a dozen times this year. If you haven’t -  then why not? DevOps is the pot of gold over the rainbow, the promise of a better world in which development and operations pros work together in perfect harmony making the world a better place. In fact, DevOps is the only thing that should be on your wish list this Thanksgiving and festive season! ok, ok, I am going over the top a bit - sorry, sometimes my British sarcasm takes over!

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Telstra Bets Its Future On All Things Connected

Dan Bieler

I recently visited Telstra’s “Let’s Connect” Analyst Summit 2014 in Sydney, the analyst event of Australia’s incumbent telecom provider, Telstra. CIOs of MNCs who have been tasked with finding the right provider in Australasia need to balance their requirements for true end-to-end solutions that many tech services providers promise with the need for reliable collaboration and connectivity services as well as cloud and services solutions. Telstra brings attractive assets and strengths to the table regarding these core focus areas. My main takeaways are that:

  • Telstra is a strong network services provider in Australasia. European CIOs who require a strong network service provider in the developed markets of Asia and Australia find a solid partner in Telstra. There Telstra stands out through high-quality network infrastructure and local teams on the ground.
  • Telstra provides telco industry benchmark offerings in healthcare. Telstra is dedicated to becoming a strong provider of healthcare solutions that rely on connectivity. CIOs in the healthcare sector should look to Telstra for solutions such as hospital-in-the-home partnerships, medical care in remote communities, as well as telemedicine services.
  • Telstra takes organizational and cultural transformation very seriously. Telstra is fully aware of the need to transform its organizational structures and operating culture and to transform toward a more service- and software-focused telco. Although this transformation will take time to implement, CIOs will find a network service provider that is committed to transformation at the very top of management.
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How Mature Is Your Social Marketing?

Kim Celestre

As a mom, I am obessessed with every precise detail of my kids' stages of development. When they were little ones, I recall getting caught up in the toddler stage. After surviving that stage, we then transitioned to the dreaded "terrible twos." And how can I forget the "tumultuous threes"? Fast forward to today, and I now have a nine-year-old who is entering the "tween" stage and an eleven-year-old who is transitioning from the "tween" stage to the "teen" stage. Although each stage has its challenges, it is fascinating to watch how quickly a child advances. 

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CMOs And CIOs: A Couple Still In Need Of Therapy To Reach Power Status

Sheryl Pattek

A new pneumonia virus first infected a few people in China in November 2002. A scant seven months later, the virus known as SARS had infected more than 8,000 people in 26 countries and caused 774 deaths. The international medical community mobilized: Within one short month, it discovered the virus that caused SARS, completed its genetic sequencing, outlined its modes of transmission, and communicated guidance for managing the outbreak.

How did this happen so fast? The power of collaboration. A network of 11 laboratories in nine countries came together and collaborated to identify the cause of SARS and how best to combat it. They shared research in near real time, empowering each lab to build on the work of the others. Compare the success of this collaborative effort to the three years it took to discover that HIV led to AIDS as well as the slow movement to solve our current Ebola crisis. Clearly, collaboration when mobilized can have a huge, positive impact on the world in which we live, work, and play.

Now, just because CMOs and CIOs are not curing world hunger or an infectious disease, that does not mean they can choose to ignore the power of collaboration. In fact, as CMOs and CIOs, you too need to be collaboration superstars in order to prosper in the age of the customer

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The Cloud Will Drive Agility Into Your Customer Experience Ecosystem

TJ Keitt

This past June, Forrester began a conversation about what ails the networks of customers, partners, and employees we call customer experience ecosystems. My colleague Rick Parrish attributed the problems to an unhealthy mix of cumbersome rules, disorganized technologies, and complacent management. The result? Businesses aren't able to leverage those customer, partner, and employee relationships to quickly and effectively respond to market changes. Now, if you've followed this blog, you've seen me argue that you can't resolve these issues without a technology strategy that aligns with your business vision. Why? Because you can only do what your technology allows.

In our new report, Want To Improve Your Customer Experience? Turn To The Cloud, we examine how cloud services can help customer experience professionals drive flexibility and responsiveness into their customer experience ecosystems. At the heart of this report is our read of cloud services' fundamental value:

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Dell Is Testing The Waters Of Customer Analytics For Marketers

Gene Cao

On November 5, Dell announced new data and analytics services at its annual Dell World customer event. Having integrated the analytics products it acquired — such as Kitenga (from Quest), Boomi, and StatSoft — Dell is now trying to build big data analytics capabilities based on a big data platform, visualization, and advanced analytics. These analytics technologies are appealing to technology management teams in end user organizations, but they may not meet the expectations of lines of business, especially for marketers facing increasing and rapidly changing demand for data and analytics.

As part of its effort to enhance its customer analytics offerings, Dell hired new leaders with marketing experience for its analytics business, such as its new GM of advanced analytics for marketing. And the company has started to move analytics offerings into the marketing arena:

  • Social media analytics is extending to the cloud. Dell hosts its social media analytics products on the Microsoft Azure platform and has started offering social listening products powered by Radian6. The cloud platform helps Dell serve a wider variety of client companies, from large organizations like the American Red Cross to small and medium-size businesses. The vendor is helping marketers optimize their customer segmentation, but it needs to do more to help marketers better recognize and engage with customers.
  • Master data management services are strongly integrated but are weak on analytics. Dell consolidates data (such as transactional, CRM, and supplier data) from disparate sources into a central repository and distributes it downstream. However, its customer data analytics capabilities are poor and make it difficult to evaluate, for example, average customer lifetime value.
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Customer Insights And Big Data Analytics Will Sprawl in 2015

Michael Barnes

Forrester recently published its 2015 Predictions for Asia Pacific. I wanted to highlight some specific trends around customer insights (CI) and big data, two very hot topics for many AP-based organizations.

We strongly believe that success for many organizations hinges on your ability to close the gap between available data and actionable insight. Marketing is taking the lead here, as CI pros seek to use data to fuel customer engagement improvements. Hence 2015 will be a year of increased fragmentation as reliance on analytics spreads across organizations.

What will this mean for you? More cloud-based and mobile analytics, more demand for interactive and responsive analytics, and more use of specialist and niche BI and analytics service providers. Given this backdrop, Forrester believes that:

  • Analytics spending will increase by at least 10% across the region. Yes analytics spending will increase, but less of it will be visible in the CIO's budget. Marketing and other business departments will drive analytics investments to address specific challenges and opportunities. The technology management (TM) organization will have little control over the implementation and deployment of niche and specialist BI and analytics services.
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Screen For These Four Criteria During Your Next Agency Search

Sarah Sikowitz

Being asked to pitch for a new piece of business strikes both excitement and fear in the hearts of many agency folk.  When I started research for my latest report, The Fit Test For Strong Agency Relationships, there was no shortage of people who wanted to weigh in on how to make the process better for both CMOs and agencies. 

After many interesting and spirited conversations, I settled on the four things CMOs should screen for when selecting an agency to help drive their business forward in an increasingly competitive and real-time environment.

Check out my report (subscription required) for a how to guide to screen for:

  • Vision: Does they agency’s vision for the future of consumer behavior, technology and marketing align with yours?
  • Experience: Can the agency provide a fresh perspective to your acute business challenges?
  • Passion: What is the agency doing to create a culture where its employees are passionate about coming to work?
  • Process: Will the agency be able to enact change across your organization?

If you are interested in discussing your next agency search or how to get the most from your current agency relationships, please schedule an inquiry with me.