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Researchers To Marketers: Go Social, Mobile

June 6th, 2011

MediaPost

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.

Categories: Digital Media News | Tags: , , , , , , ,

Forrester Develops A Roadmap to Navigate the "Post PC" World

May 17th, 2011

ReadWriteWeb

In a report released today, research firm Forrester attempts to define exactly what this “Post PC” era actually is. Foremost, it does not mean “absence of” PCs, but a whole new computing paradigm that will fold into existing technology and lead us to the computers of tomorrow.

Forrester came up with several guidelines and principles that will help manufacturers, developers and consumers navigate the technological waters that are stretching to the horizon. The research firm defines Post PC as, “a social and technological phenomenon in which computing experiences become ubiquitous, casual, intimate, and physical.” Read more

Categories: Tech Business & Marketing News | Tags: , , , , , , , , , , ,

Social Network Advertising Nudges, Doesn’t Drive

May 11th, 2011

MediaPost

According to a recently released report, a collaboration between Forrester Research and GSI Commerce, social media rarely leads directly to purchases online. Less than 2% of orders were the result of shoppers coming from a social network during the holiday shopping period between November 12 and December 20, 2010.

Addressing social marketing, Fiona Dias, executive vice president of strategy and marketing for GSI Commerce, says “… buying things from retailers is maybe 10th on the list of things they want to do on Facebook… from a retail and commerce perspective, social media seems to have no effect…” Read more

Categories: Digital Media News | Tags: , , , , , , , , ,

Disruptive Renewal

November 18th, 2010

Forrester, 11/18/10

This morning I had the privilege of keynoting Forrester’s EMEA Marketing and Strategy Forum.

My keynote introduced a new stream of research we’re developing in the Consumer Product Strategy role: Disruptive Renewal. We also today published our first report on the topic, which Forrester clients can download here.

The basic principle of Disruptive Renewal is that connected device adoption and the broader digitization process are permanently and irrevocably changing the way in which customers interact with products and services. Media industries were on the bleeding edge of these trends, causing what we have called the Media Meltdown, a painful transition that put audiences in control and permanently disrupted media company business models and products.

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Memo to Marketers: It's Your Fault if Your Shops Flounder

March 29th, 2010

3/29/10, Ad Age

Forrester Study Finds Client Companies Must Take the Reins in Digital World Rather Than Wait for Shops To

Eighteen months ago, Honda’s chief marketing officer Steve Center wanted to curtail what he felt was the company’s overemphasis on print marketing materials to communicate with customers.

But rather than hunt for a hot new digital shop, Mr. Center requested that his lead agency, California-based RPA, restructure to replace its brochure-marketing group with a digital-marketing hub. “They saw that brochures can come out of all digital assets you’re creating, and that’s not to mention the digital brochures and things you’re doing online,” said Mr. Center. He’s now convinced that his relationship with RPA is stronger and that Honda is using its creative assets and messaging more efficiently.

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ANA/Forrester Survey: TV Advertising Budgets Are Under Siege

February 8th, 2010

2/8/10, Forrester News Release

A joint ANA (Association of National Advertisers) and Forrester Research Inc. (Nasdaq: FORR) survey of more than 100 national advertisers illustrates marketers’ continued lack of confidence in the effectiveness of television ads. And while they still express faith in the future of the 30-second spot, advertisers feel that the fundamentals to support their use is in need of an overhaul. Specifically, they express dissatisfaction with the current measurement techniques, an interest in more targeted ads, and a desire for less ad clutter and more relevance.

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