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This week saw the release of a controversial report from Forrester, claiming that ‘Facebook is failing marketers’. In an open letter to Facebook CEO Mark Zuckerberg, analyst Nate Elliot asked why Facebook ads were delivering so little return for many advertisers.
Could it be because most advertisers on Facebook don’t know what they’re doing?
Before I get into this, I want to point out that I’ve seen plenty of excellent marketing and effective advertising on Facebook.
Mobile marketing is predominantly used for customer acquisition and brand awareness, according to new research from Forrester and Velti.
The survey of 150 US mobile marketing professionals found that 86% of respondents use the channel for customer acquisition, while 79% use it for awareness.
A further 78% said they use mobile for loyalty and retention and 66% for customer satisfaction.
The report suggests that by focusing on upper-funnel branding and promotions marketers are missing out on the personalised engagement opportunities offered by mobile marketing.
88% of US businesses are now actively monitoring online feedback and conversations online, according to a Forrester Consulting survey released today.
However, the Dell-commissioned report also found that only 6% of companies consider listening and digital engagement to be integral to their organisations.
A new report from Forrester focuses on the emergence of the affiliate deal site as a new force in the coupon-based shopped model.
Retail analyst Andy Hoar writes on his blog that since consumers increasingly look for discounts online and flock to ‘horizontal’ coupon sites like ShopatHome or Vouchercloud, 'vertical' coupon sites like TechBargains and cashback sites Ebates or Quidco, this is becoming the norm.
According to Forrester Research, a service is only as powerful as its reach. And considering that only 4% of U.S. online adults have used location-based mobile apps, marketers should keep away.
Even if these services were approaching their adoption limits, that would be bad advice. As it stands, location-based services are just getting started. And smart marketers are getting in now.
Double-digit growth over the next five years? We'll take it, particularly in the wake of a grueling recession.
This according to Forrester, which is predicting that by 2014 US online retail will grow at a 10 percent compound annual growth rate to reach nearly $249 billion. Correspondingly, the major Western European nations will grow at an 11 percent CAGR, hitting €114 billion in five years' time.
Advertising agencies may be shifting toward becoming one stop shops for online and offline advertising needs, but marketers aren't buying just yet. According to a new study from Forrester, only 23% of digital marketers think that traditional shops are capable of executing interactive marketing.
But digital shops aren't taking over the world just yet. According to the study, interactive marketers aren't ready to put their whole brand in the hands of digital agencies. Forrester says there is a "great race" going on between digital and traditional agencies to win the accounts and confidence of major brands. But the idea that there can be a one-stop-shop for all advertising needs may be wishful thinking as goals and channels diversify.
It may seem like people are spending every waking hour in front of their computer screens, but according to Forrester Research, the amount of time that Americans spend online is leveling off.
For publishers hoping to grow their audience as user attention shifts online, that could spell trouble. But if you're marketing well to your audience, it shouldn't matter.
We've all done it. In our decision making process to purchase something of fairly high value such as a holiday or fancy gadget; or when we think about a purchase that requires a long term commitment such as a mobile contract or gym membership; we ask trusted friends for their opinions and experiences.
It's human nature. We're doing our best to eliminate any risk, whether this be associated with cost or contract catches, anything really. We're after value for money and want to hear about any experiences, warts 'n' all. Based upon the information we gather from these trusted sources, we make what we feel is the best decision for ourselves.
Social media is becoming a tough game to call for research companies. Several recent reports present divergent looks at ad spending projections and the potential size of key players, all pointing to the possibility that spending in this area is more spontaneous than search, display, or even traditional media.
Take, for example, two reports issued today on ad spending projections. The first, from eMarketer, predicts $2.3 billion in worldwide on social network advertising in 2009. In 2013, spending will reach an estimated $3.5 billion. Those numbers are positive on the surface, but they represent a 50 percent reduction from eMarketer's last projection, delivered in December 2008. The company, which culled research from Deloitte and comScore for its projections, says the limiting factor is the worldwide economic crisis.