Forrester Research Inc.
E-commerce opportunity is evolving fast, but only 25 percent of B-to-B marketers are taking advantage of it, according to a 2012 Oracle study. Time for another look. The typical B-to-B companies selling online are classic catalogers like Edmund Optics and Seton, which were fast to supplement their print catalogs with e-commerce. But with the new functionality now available, just about any business marketer can find ways to reduce selling expense and attract new customers by integrating e-commerce into their go-to-market strategies.
U.S. consumers made $8 billion worth of retail purchases via smartphones in 2012, 3 percent of total e-commerce sales, Forrester Research Inc. says. Smartphone-based retail sales will hit $12 billion, 5 percent of total e-commerce sales, in 2013; $17 billion, 6 percent, in 2014; $22 billion, 7 percent, in 2015; $27 billion, 8 percent, in 2016; and $31 billion, 9 percent, in 2017, the firm predicts.
Today I wanted to pose a question: Is your media mix weighted appropriately given the changing media consumption landscape? Do you still invest heavily in traditional media like magazines and television? If you're a mass marketer, TV has probably been your "go-to" media for the last 30 years … it can be hard to let go of such a trusty companion. But what if there were more cost-efficient opportunities to gain the same mass reach and impact afforded by TV, without the massive price tag?
For squeezed publishers, a bit of good and bad news: CPMs will rise more than 75 percent over the next five years. But overall growth of the online display advertising market will grow more slowly than expected, according to an estimate from Forrester. Average CPMs will rise 76 percent to $4.68 by 2017 from $2.66 in 2012 ... That's the good news. The bad news is that this CPM increase will be largely driven by adoption of the "viewable impression" standard, where advertisers pay only for for ads that are visible on the screen.
Today's business buyers are increasingly using smartphones and tablets to research products and services. According to Endeca's 2011 survey of B-to-B e-commerce providers, the mobile Web is among the top three most influential channels. With so many new mobile buyers, do you have an integrated mobile strategy—one that is tailored to the unique needs and preferences of B-to-B customers? If your answer is no, you're not alone.
Robert Brosnan is Forrester's senior analyst serving customer intelligence professionals. His research credits include "Campaign Management Customers Get Personal"; "The Forrester Wave: Cross-Channel Campaign Management, Q1 2012"; "3 Approaches to Marketing Technology"; "The State Of MRM In 2011" and "How Listening Informs Campaign Management." We had a chance to ask him a few questions about direct marketing in today's evolving media landscape during preparation for the Integrated Martkeing Virtual Conference 2012.
Your audience is looking for a reason to ignore you. Maybe not you personally, but certainly the marketing campaigns you're putting out to them. However, there's one silver bullet, one surefire way to get consumers’ attention and boost their level of engagement: cross-channel relevance through the use of universal profiles.
We’re a nation afflicted with remote controlitis. With so many marketing channels from which to choose, we constantly switch from one to the next. We don’t focus as much as we used to, and we’re certainly not loyal to one medium over another. Those afflicted with remote controlitis do not plan. They don’t think ahead. They simply do. And here’s the kicker: A lot of our constituents suffer from the same disease!
Microsoft Corp. is making plans for a companywide restructuring of its marketing operations, a move that may include hundreds of job cuts, according to people familiar with the matter. The plans haven’t been settled and could change, according to the people, who asked not to be named because the review isn’t public. Job cuts are unlikely to involve thousands of employees, the people said. Initial steps could be announced within the next 30 days, according to one person. The changes would eliminate overlap in job responsibilities and are designed to help the company better respond to threats from …
Social media are the intelligence powering modern marketing. Not only is Twittersphere dominated by marketers who are keen on the promotional power of social channels, but it seems like this new world of ubiquitous chit-chat is the obsession of everybody in the marketing profession everywhere. Everybody comments on social media analytics, so what I’m saying here isn’t news to most of you. But I recently stopped to ponder what’s truly disruptive about social media’s role in the modern economy.