Here at Forrester we continue to see a lot of industry excitement around mobile marketing. In a recent survey more than 60% of mobile marketers told us they'd continue to increase their spending on the channel despite the bad economy. And according to our latest ad forecast, mobile marketing spending in the US will more than quintuple over the next five years.
There's just one problem: SMS is the only mass-reach mobile marketing channel, and no one -- not marketers, and certainly not users -- seems to like it much.
Many of you look to Forrester for comparative information: You ask us to compare you to other marketers for marketing budget allocation, success benchmarks and competency with emerging tactics. Now is your chance to make our answers to those questions more accurate and more helpful - by participating in our Interactive Marketer panel survey. We thrive on your feedback, so please send this link to colleagues at other companies to take it as well. We'll be taking the results and reporting on them in the coming months so that you can see where you fit in compared to other marketers. You can get to the survey here: http://deploy.ztelligence.com/start/index.jsp?PIN=13B5T92C4Z5UL
A couple of months ago my colleague Shar posted about being converted to social media by attending the P&G digital night in the US, aimed at using all types of social media to sell Tide Loads of Hope t-shirts. That event raised around $50k for charity.
Well, I drew the golden ticket in Europe, and am at the European HQ of P&G in Geneva, where 200+ employees, social media experts, and media folk are having a similar night, this time raising money for vaccine for tetanus, to help save the lives of the world's most vulnerable babies; see www.justgiving.com/pampersfeelnlearn.
And the social media world is responding - in a couple of hours the teams have raised around £2500 already, and there is a lot more outreach going on. This is a great venture, really showing to the teams here the possible value of social media - OK, it's an artifice to highlight some specific tactics - clearly, when you are asking people to reach out to their personal networks, in a real world marketing context you need to think long and hard about the value you are bringing; but as a tool to educate employees and excite them about the possibilities, it's hard to beat.
In Q1 I met with an SEO automation vendor called Altruik. Under development since 2006, Altruik launched in January and provides a technology solution to help dynamic (and static) sites get top search engine rankings.
Before Altruik, I'd had a spate of updates from search marketing automation tools (Marin Software, Kenshoo, Omniture Search Center, Coremetrics), but all focused on the paid search side. Altruik was the first enterprise-level technology I had met dedicated to SEO.
As part of the Kindle DX announcement this morning, Amazon revealed that they're working with three newspapers--the New York Times, The Boston Globe, and the Washington Post--on a pilot program this summer where the publishers will offer the Kindle DX at a reduced price to subscribers in exchange for a long-term contract. The Detroit Free Press and Detroit News are launching a similar program with Plastic Logic devices.
This morning Amazon announced its new, textbook-optimized Kindle DX,
launched in partnership with six universities and three textbook publishers. My colleague James
McQuivey and I have been covering the eReader space, and I'm about to
publish a new report on the future of the eReader market.
During my presentation at Forrester's Marketing Forum on April 23, I previewed Forrester's latest forecast of interactive marketing spend. We expect marketer spend on display media, search, email, mobile and social media to reach nearly $55 billion by 2014.
I had breakfast last Friday with Robert Tas, CEO of Sportgenic an ad network and advertising management platform focused on targeting advertising to sports enthusiasts. He was in Boston meeting some agency partners (although he did manage to catch game 7 of the Celtics/Bulls series while in town!)
He shared a few observations based on ad sales at his business so far this year: