Researchers To Marketers: Go Social, Mobile


Two reports released Monday underscored the increasing importance of social media in the marketing scheme.

As part of its wide-ranging study, “Competitive Strategy In the Age of the Customer,” Forrester said that marketers should reallocate budgets from brand advertising to “useful content and interactive advertising.”

In particular, Forrester said that budgeting more for goal-driven social and mobile apps, as well as site content, and less for “one-way advertising,” would serve the purpose of creating content that drives inbound traffic. It suggested building mobile apps that engage customers, rather than building “knee-jerk” social apps and sending “advertising blasts.” Read more.

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