The Connected Agency

Pete_thumb[Posted by Peter Kim]

Connected_agency
Mary Beth Kemp and I published a piece today that takes a hard look at the future of advertising agencies.  It's what used to be called, in Forrester parlance, a "Big Idea," i.e. concepts not necessarily in practice today, but best practices looking 5 to 10 years out and beyond.  (The first Big Idea I wrote was called Reinventing the Marketing Organization.)

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How green is your direct marketing?

Davefrankland
[Posted by Dave Frankland]

Traditional direct marketing has faced a range of hurdles over the last several years from Do Not Call lists, budgets shifting to online, spam complaints, etc. Where’s the latest challenge coming from? It appears to be the green movement. Advocacy groups and consumers are shining the light on the practices of direct mailers and catalogers – and their impact on the environment.  Some states are proposing Do Not Mail lists, organizations like the DMA, CatalogChoice, and GreenDimes allow consumers to register to cut back on the catalogs they receive, while the whole subject of Greenness gets brighter.

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Strategies For Interactive Marketing In A Recession

Christineoverby
[Posted by Christine Spivey Overby]

Whenever the economy takes a down turn, marketers will inevitably ask the question, "How would a recession impact my budget?" This worry is especially true for more experimental forms of marketing, such as certain forms of interactive marketing and social media.

At Forrester in recent weeks, we on the Interactive Marketing team have asked this question too -- of our analysts and a handful of interactive marketers. The results of this analysis -- and our tips for how interactive marketers can protect their budgets and survive (even thrive) in a downturn -- are in a new piece "Strategies For Interactive Marketing In A Recession."

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Analysis of our Superbowl Ad rating experiment using Twitter

[Posted by Jeremiah Owyang]

Josh Bernoff and I conducted an interesting experiment.  We encouraged the twitter community (social media, marketing, advertising mavens) to join in on providing real-time ratings about ads during the superbowl.  You can read how we invited the community to participate.

Twitter is a next-generation chat room with social network features, individuals can quickly publish from a computer or cell phone, and their network can quickly see, share and respond.  It's really pushes content quickly and sometimes, news breaks there before it does elsewhere. 

I asked the participants to to 'reply' to a twitter account I created (called "superbowlads") and to say the name of the commercial, and give a rating of up to 5 stars, and to include some qualitative feedback.

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Engagement and Super Bowl XLII Ads

Pete_thumb[Posted by Peter Kim]

Now that 24 hours have passed since the Pats' super bust, it's actually a perfect time for this post.

Think back about the game.  Do you remember any of the ads - without any aided recall?  Did any of them really "engage" you?

For $3 million, I was curious about how engaging the ads would be.

Thinking about engagement, Forrester's definition states "Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time."

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Forrester's B2B Survey: Web 2.0 and Customer Marketing

Lauraramos [Posted by Laura Ramos]

For the past 3 weeks, Forrester has sponsored a B2B marketing survey on Web 2.0 and Customer Marketing Program Trends. So far, we have received 185 responses from marketers like you. I thought you might like to see a preview of one of the more interesting findings.

When it comes to Social Media use and Web 2.0, B2B marketers I talk with usually raise the topic of blogging. They want to know "who is doing it well?" and "what benefits have they achieved?" In the survey, when we asked "Which statement BEST describes your corporate experience with blogging so far? (Please select one response)," B2B marketers told us:

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My First Take: Can Microsoft + Yahoo Challenge Google in Search?

There's no shortage of comment around the blogosphere today about a possible combination of MSN and Yahoo, and its potential to threaten Google's dominance. But while it's useful to keep in mind what impact this will have on music, messaging, or other verticals, I'm going to stick with talking about search -- because that's the only advertising-related market in which a combined MSN/Yahoo would directly compete with Google (while AdSense is improving, that's just repurposed search -- and Google is almost a complete non-entity in graphical advertising), and more importantly because that's where the real money is.

So could a combined MSN/Yahoo search engine compete with Google in Europe? Well, no and yes.

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Microsoft to Buy Yahoo!...Take Two