2008 was tumultuous year for Interactive Marketing professionals. You had to promote digital efforts internally, make the case for emerging channels, and re-evaluate your plans as the economy soured -- all while continuing to deliver exciting interactive campaigns to your customers. You've told us that the hurdles will still be there in 2009. At Forrester, we're committed to helping you address them. Tell us your biggest challenge, and we'll write research to help you overcome it.
Handling budget scrutiny
Click on the "vote now"button below and see what your peers say is the top hurdle they face, while helping us pick the topic so that we write the research that matters most to you!
After about 8 weeks of research (some of which occurred from China while I was overseas for a client project!) I am very pleased to announce that Forrester's latest Wave evaluating search marketing agencies is now live on our site.
I would encourage you to access the full report for a detailed exploration of each of 7 vendors: 360i, icrossing, iProspect, IMPAQT, OneUpWeb, Razorfish, and Reprise Media. Here are a few snapshots from my analysis:
This study found search vendors deliberate in their strategy and technology developments, more secure in their definition from competitors, and outlining a future vision that aligns with changing consumer behavior and marketer needs. This is a startk contrast to the immature landscape we evaluated at the end of 2006.
Two things before I start: 1) A big "Thank You' to everyone who commented on my blog posts, emailed me, or spoke to me by phone about the research called "How To Avoid B2B Marketing Obsolescence", and 2) No, I really don't believe B2B marketers will become obsolete. That was just a title that would get you to read further!
Yahoo! announced today that Carol Bartz would become its new CEO effective immediately. Read the press release here. For some of the history leading up to this announcement read my past posts and those of my colleague David Card.
Communities are a powerful way for businesses to grow
Used correctly, communities can impact the top and bottom line of company's financials: from brands encouraging customers to self-support each other (reducing costs), to spreading word of mouth to each other (efficient marketing and increased sales) to crowd sourcing innovation (streamlining R&D) communities matter more than ever --especially during a recession.
[UPDATE, 8 AUGUST 2012: As much as I appreciate seeing this research continue to circulate online, I'd like to note that these findings are now almost 4 years old, and are almost certainly no longer accurate. Just as you wouldn't rely upon Nielsen ratings from January 2009 to tell you what's popular on TV today, nor can the data below tell you how Google is handling search results today.]
If you're like most interactive marketers, you probably don't think much about search optimizing your online video content. Less than 20% of marketers tell us they insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
But if you're not optimizing your videos, you should start. "Blended search," the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.
Recently, we conducted a little experiment to learn more about how search engines respond to common queries. We created a list of 40 of the most-searched keywords -- pulled from the search engines' own lists of popular and fast-growing search terms, like Google Trends -- and ran those searches on Google in the US and the UK, as well as on MSN UK and Yahoo UK.
Since this is my first post here, let me begin with an introduction: I’ve worked at JupiterResearch – now a division of Forrester – for four years in the Paris office - after having spent 6 years in the marketing division of a mobile operator. During that time my research has focused primarily on mobile consumer services: mobile Internet, mobile content, mobile media and marketing, mobile messaging. I joined Forrester via their acquisition of Jupiter in July 08, and I’m excited to join the Forrester Consumer Product and Strategy team.
Since this is prediction time, I'd like to highlight some of the key trends likely to happen in the mobile space in 2009:
1) Tough economic conditions will dominate the European consumer mobile landscape in 2009
At Forrester we tend to look forward, not back. In fact, right now we are preparing our predictions for what 2009 will bring in the social application space. But the end of the year is also a time to reflect. So we looked back at our 2008 predictions to see how we did. Overall, we had one big mistake (vendor relationship management went nowhere) and we were too optimistic on several other predictions. Optimism, it seems, comes along with this space. But we were pleased that the entrance of corporations into the social world seems to be coming along fine, despite the recent Motrin kerfuffle, to cite one example.