We help business and it leaders make better decisions in a world where technology is radically changing your customers
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We help business and IT leaders make better decisions in a world where technology is radically changing your customers. Forrester understands how customers are changing . . . 42 0,000 global consumer surveys 6 0,000 business surveys 35,000 client inquiries 6,000 technology briefings.

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We help business and IT leaders make better decisions in a world where technology is radically changing your customers

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We help business and it leaders make better decisions in a world where technology is radically changing your customers

We help business and IT leaders make better decisions in a world where technology is radically changing your customers


Forrester understands how customers are changing

Forrester understands how customers are changing . . .

420,000 global consumer surveys

60,000 business surveys

35,000 client inquiries

6,000 technology briefings


Forresters four market imperatives

Forresters four market imperatives

Transform the customer experience

Embrace the mobile mind shift

Age of the Customer

Turn big data into business insights

Become a digital disruptor


Social mobile and advertising

Social, Mobile and Advertising

Anthony Mullen

Senior Analyst

September 26, 2013

@ant_mull


Before thinking of technology brands must focus on what customers need

Before thinking of technology brands must focus on what customers need


The 7 step approach to a needs based strategy

The 7 step approach to a Needs Based Strategy


Shorten the distance

Shorten the distance . . .

What they actually get

What your customers need

. . . through utility-based experiences


The customer lifecycle

The customer lifecycle

How Brands are using social and mobile for advertising and marketing


As marketers we must use the right tools to support each stage of the journey

As marketers, we must use the right tools to support each stage of the journey


We help business and it leaders make better decisions in a world where technology is radically changing your customers

Display

OTA

Radio

Reach


Mobile is a natural connection between offline and online supporting reach

Mobile is a natural connection between offline and online – supporting reach


Targetted offers driven by mobile sensor data

Targetted offers driven by mobile sensor data

Combining environmental context and connected intelligence. T3 built a system that turns real-time mobile sensor data into context to deliver ultra-relevant experiences.


We help business and it leaders make better decisions in a world where technology is radically changing your customers

Websites

Depth


Social depth the times livefyre

Social Depth – The Times & LiveFyre


Ally put social tools on its own site to increase depth

Ally put social tools on its own site to increase depth

Source: Ally


We help business and it leaders make better decisions in a world where technology is radically changing your customers

Relationship


Mobile and social dynamic groups based on interest

Mobile and Social – dynamic groups based on interest

84th Academy Awards


New york life helps its agents build a facebook presence

New York Life helps its agents build a Facebook presence

  • Some restrictions. e.g.:

  • Profile items must be pre-approved

  • No public answers to service questions

  • No “Like” or “Share” (because they could be construed as endorsements.)


Recommendations

Recommendations

What should you do right now?


See mobile as part of the bigger picture

See mobile as part of the bigger picture


Shorten the distance1

Shorten the distance . . .

What they actually get

What your customers need

. . . through utility-based experiences


Recommendations1

Recommendations

Strategy

Switch to a customer needs centric approach

Deliver benefits to meet those needs across the customer lifecycle

Shorten the distance between what customers need and what they get – Innovate!

Mobile

Leverage mobiles unique sensor data in advertising

Provide utility centric services on mobile

Track mobile users across online and offline channels.

Social

Use social on your own web properties to provide depth and support conversion


We help business and it leaders make better decisions in a world where technology is radically changing your customers

Anthony Mullen

Senior Analyst

+44 (0) 20 7323 7733

[email protected]

Twitter: @ant_mull


How we help

How we help

FORRESTER’S PLAYBOOK FRAMEWORK


Social marketing playbook

Social Marketing Playbook

marketing leadership professionals

Benchmarks:

Social Marketing Spending in 2011

Continuous Improvement: Train Your Team For Social Marketing Success

Performance Management:

Social Media Metrics That Matter

Best Practices:

It's Time To Make Facebook Marketing Work

Tools And Technology

How To Choose The Partners For Social Media Marketing

Organization:

Build A Push And Pull Social Marketing Process

Strategic Plan: Objectives Are The Key To Social Strategy

Stakeholder Map:

Coordinate Your Social Marketing Stakeholders And Resources

Assessment:

Accelerate Your Social Maturity

Landscape:

Global Social Media Adoption

Business Case: The ROI of Social Marketing

Vision:

Power Your Brand Ecosystem With Social Media

Executive Overview: Master The Next Wave Of Social


Social intelligence playbook

Social Intelligence Playbook

Customer insights professionals

Benchmarks:

The State Of Social Intelligence, 2012

Continuous Improvement: How To Make Social Data Actionable

Performance Management:

Listening Metrics That Matter

Best Practices: The Keys To A Social Intelligence Command Center

Tools And Technology: The Enterprise Listening Platform Landscape

Organization:

Organize For Social Intelligence

Strategic Plan: The Road Map To Integrating Social And Customer Data

Stakeholder Map: Roles And Responsibilities For Social Intelligence

Assessment:

Evaluate And Evolve Social Intelligence

Landscape: The Social Intelligence Market Is Immature

Business Case:

The Total Cost Of Listening

Vision: Defining Social Intelligence

Executive Overview: Establish Social Intelligence


Experience driven organization playbook

Experience-Driven Organization Playbook

Customer experience professionals

Benchmarks:

The Customer Experience Index, 2012

Continuous Improvement:

Manage The Customer Experience Project Portfolio

Performance Management:

How Four Firms Measure Customer Experience

Best Practices:

How Companies Improved Their Customer Experience Index Scores, 2011

Tools & Technology:

Enterprise Customer Experience Transformation Consultants

Organization:

Three Organizational Models For Chief Customer Officers

Strategic Plan: Innovative Customer Experience Strategies

Stakeholder Map: People Who Transform An Experience-Driven Organization

Assessment: Customer Experience Maturity Assessment

Landscape: The State Of Customer Experience, 2012

Business Case: The Business Impact of Customer Experience, 2012

Vision:

Customer Experience Maturity Defined

Executive Overview: Transform To An Experience-Driven Organization


Mobile marketing playbook

Mobile Marketing Playbook

Marketing LEADERSHIP Professionals

Benchmarks: Establish A Baseline For Mobile KPIs

Continous Improvement: Enhance Your In-Market Mobile Programs

Performance Management: Measure Your Mobile Marketing Results

Processes: Understand Immediacy, Simplicity, And Context

Tools And Technology: Get To Know Mobile Tactics

Organization: Organize For Mobile Marketing Success

Strategic Plan: Craft A Maturity-Based Mobile Strategy

Road Map: Advance Through The Stages Of Mobile Maturity

Assessment: Score Your Mobile Marketing Maturity

Landscape: Navigate The Mobile Opportunity With Strategic Partnerships

Business Case: Secure Executive Support For Mobile Marketing

Vision: The Always Addressable Customer

Executive Overview: The Path To Mobile Marketing Mastery


Mobile ebusiness playbook

Mobile eBusiness Playbook

ebusiness & channel strategy professionals

Benchmarks:

Mobile Commerce Key Performance Measurements

Continuous Improvement :Optimize Your Mobile Commerce

Performance Management:

Mobile Measurement Is An eBusiness Imperative

Best Practices:

Executing End-To-End Mobile Services

Tools And Technology:

Mobile Technologies That Drive Sales

Organization:

Strategic Staffing For Mobile Commerce

Strategic Plan:

A Systematic Approach To Mobile Strategy

Stakeholder Map: The Mobile eBusiness Ecosystem

Assessment:

Forrester's Mobile Maturity Model

Landscape:

2012 Mobile Trends For eBusiness Professionals

Business Case:

Mobile Mandate For eBusiness Professionals

Vision:

The Future Of Mobile Commerce Is Context

Executive Overview: Boost Customer Relationships Through Mobile Services


21st century brand marketing playbook

21st Century Brand Marketing Playbook

CMO

Benchmarks: Benchmark Your Brand Performance

Continuous Improvement: Measure And Manage Brand Health

Performance Management: Manage The Digitization Of Agency Services

Processes: How To Deliver A New Brand Experience

Tools And Technology: Establish New Agency Partnerships

Organization: CMOs Must Lead The Brand Experience

Strategic Plan: Chart A New Course For Your Brand

Road Map: Four Steps To Build Your Brand Experience

Assessments: Evaluate Your Brand Building Capabilities

Landscape: Consumers Demand More From 21St Century Brands

Business Case: Invest In The Brand Building Experience

Vision: Brands Must Adapt To Customers' Higher Standards

Executive Overview: The Post-Digital Rules Of Brand Building


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