forrester

Forrester says Facebook is failing marketers. Here’s why I disagree

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 mainly used for customer acquisition: report

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.

Forrester discusses ‘affiliate deal sites’

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.