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The Good, The Bad, & The Ugly Of Canadian Mobile Banking Experiences In 2019

Gina Bhawalkar May 15, 2019
Mobile apps have become the touchpoint of choice for millions of people to manage their finances, and Forrester regularly reviews those of leading banks. We just published our latest evaluations of the apps of the big five Canadian banks: BMO, CIBC, RBC, Scotiabank, and TD Canada Trust. Overall, they’ve raised the bar, striking a good […]
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Voice Assistants Cannot Answer All Your Questions

Collin Colburn April 24, 2019
Let’s be honest: There is a lot of hype around voice assistants (or, as we call them at Forrester, intelligent agents, or IAs). Marketers, agencies, and vendors alike are all excited about this potential voice search future. But have you ever had a voice search experience with an IA like the cartoon below? We wanted […]
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Apple ITP 2.1: What It Is, What It Means, And Why It Matters

Tina Moffett April 4, 2019
Apple first introduced Intelligent Tracking Protection (ITP) in 2017, but the latest update (2.1) creates a new set of challenges for advertisers, publishers, and tech vendors that make money from online behavioral advertising (OBA), attribution, web analytics, testing, and personalization. With new reports that Google may be following suit, we decided it was time to […]
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How USAA Differentiates In Mobile Banking

James L. McQuivey May 31, 2018
Take another not-so-random walk with me, this time as my colleague Peter Wannemacher and I explore what makes USAA a standout performer in our Mobile Banking Benchmark assessment. As we did before when exploring The Home Depot’s success in our “The Forrester Retail Wave: US Mobile Web, Q4 2017” report, we invited executives from USAA […]
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Forrester’s Mobile Mind Shift Index Monitors An Evolving Preference For Mobile

Nicholas Chao May 15, 2018
Marketers and product strategists have used Forrester’s Mobile Mind Shift Index (MMSI) for years to understand their audiences and inform their mobile strategy. We introduced the MMSI in 2013 to help companies assess whether an audience is ready to engage with them on mobile. Today, the most important question is no longer whether your customers […]
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What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]
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2018 Mobile And New Technology Priorities For Marketers

Thomas Husson February 23, 2018
Forrester just released a new report on mobile and new technology priorities for marketers, based on our latest global mobile executive survey. We found out that marketers: Fail to deliver on foundational mobile experiences. Consumers’ expectations of a brand’s mobile experience have never been higher. And yet, 58% of marketers agree that their mobile services […]
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Are Websites Dead?

Julie Ask February 18, 2018
No. But they will increasingly fall short of consumers’ expectations for curated content, especially among brands that they know. And channels seldom if ever disappear; we still get mail from MetLife each month advertising insurance. We’ve been talking about the diminished role of the browser-based experience for years now. We talk about this in our […]
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Forrester Releases First Of Its Kind Industry Wave Focused On Retailers’ Mobile Websites

Brendan Miller October 27, 2017
Home Depot and Wayfair take leading spots You already know Forrester for its iconic Wave graphic that ranks technology vendors on their strategy and capabilities to serve industry clients. Starting today Forrester is introducing new kind of research document called a Forrester Industry Wave that evaluates digital experiences of firms that serve end customers. The […]
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The State Of Mobile Marketer Tactics 2017

Thomas Husson May 4, 2017
I just published a new report to help marketers benchmark the mobile tactics and technologies their B2C marketer peers use and are planning to use in the next 12 months. The key findings are as below: Marketers Misuse Mobile Marketing Tactics B2C marketers often focus too much on piloting the latest mobile shiny object (see […]
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Fix Your Mobile Foundations To Make The Most Of Bots, Agents, VR and Other Emerging Tech

Thomas Husson April 2, 2017
Emerging consumer technologies such as bots, intelligent agents, extended reality, connected objects, and IoT will not replace mobile — instead, mobile will be the key to unlocking these new touchpoints. Facing limited budgets, marketers feel pressure to prioritize much-hyped new consumer-facing technologies over their foundational mobile work. Jumping directly to the latest shiny objects of […]
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What To Expect From Mobile World Congress 2017

Thomas Husson February 20, 2017
It's that time of year again! From next Monday (February 27) through March 2, 2017, Mobile World Congress (MWC) will take place in Barcelona. I attended this event (then 3GSM) for the first time in 2005 and it is fascinating to see how the event has morphed from a B2B telecoms technology trade show to […]
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Beyond ROI: Showcasing The True Impact Of Mobile Marketing

Thomas Husson March 24, 2016
My colleague Jenny Wise and I just updated the business case report of Forrester’s mobile marketing playbook with new data, examples and primary research. B2C Marketers know mobile is a strategic imperative but the vast majority don’t strategically integrate it in their marketing-mix with only 13% saying they do so systematically. Only 27% of marketers […]
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The State Of Mobile Marketer Tactics: 2016

Thomas Husson March 22, 2016
I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In […]
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What To Expect From Mobile World Congress 2016?

Thomas Husson February 7, 2016
From February 22 to 25, Barcelona will be the center of the business world. Do not expect a specific industry focus but expect announcements impacting any industry: from payments to automotive. Why? Because “mobile is everything”.     For me, the 2016 edition’s tagline means that mobile is still driving the most powerful change in […]
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Data Digest: Just A Handful Of Apps Account For Nearly All App Time On Smartphones

Nicole Dvorak January 28, 2016
Today, consumers spend most of their time on smartphones using apps – and just five apps account for 88% of the time they spend using downloaded apps. For the average US smartphone owner, those apps are Facebook, YouTube, Instagram, Gmail, and FB Messenger. And although smartphone owners use about 24 unique apps in a given […]
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2016 Mobile And App Marketing Trends

Thomas Husson January 25, 2016
In November, Forrester released its mobile predictions for 2016, highlighting how mobile will act as a catalyst for business transformation and explaining why the battle for mobile moments will redefine the vendor landscape. Let’s now take a closer look at how mobile will impact marketing in 2016. A year ago, Forrester argued that most brands […]
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Beyond The Beacon Proximity-Marketing Hype, Fuel Contextual Marketing With Location Data

Thomas Husson November 25, 2015
When it comes to location-based marketing and proximity-marketing, more often than not, marketers seem fascinated by the beacon technology. With 82% of shoppers making their actual purchasing decision in-aisle, it’s no wonder that vendors are betting on beacons and indoor positioning systems to help marketers interact with consumers in real time. A year ago, Forrester […]
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Uncover Your Customers’ Mobile Pathways To Win In Mobile Moments

Jennifer Wise November 4, 2015
We all know it: Consumers are glued to thier mobile devices, glancing at them hundreds of times in a day, and spending almost 67 hours on apps and sites in a month. These glances — anytime you pull out your phone to do something —  are what we call "mobile moments." What could this moment be? […]
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Consumers Will Manage All Brand Interactions Via Their Smartphones

Thomas Husson September 16, 2015
I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy. Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual […]
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