Taking B2B Marketing to the “Next Level” in 2010

Laura Ramos [Posted by Laura Ramos]

Thanksgiving is next week, and it marks the start of the mad dash to
the end of the year. As I look towards 2010, I see B2B marketers, in
the tech industry and elsewhere, face increasing pressure to reach
decision-makers, justify spending, and deliver high-quality leads to an
increasingly dissatisfied sales organization. Compounding these demands
is a lingering recession and increasing pressure from product
commoditization, new business models, functional outsourcing, and a social groundswell where buyers turn to peers to validate purchase decisions.

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Bing/News Corp: Not a Game Changer

News Corp + Microsoft Scratch Each Other's Backs, And Consumers Won't Care

My colleague Shar VanBoskirk, an expert in search and interactive marketing here at Forrester, and Iput together some thoughts on the published media reports that Microsoft and NewsCorp are in taks about a relationship in which Microsoft would pay News Corp to remove its content from Google and allow it to be indexed only through Microsoft's Bing.

If this deal does take place, here's what we think the implications are:

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Email Marketing Service Provider Wave

I continue to work on the long awaited ESP Wave report, and yes we do plan to publish it before the end of the year.   This Wave has more vendors than any of our earlier ESP Waves.  It includes the following 15 vendors:

Acxiom
Alterian
BlueHornet
ClickSquared
Datran Media
e-Dialog
Emailvision
Epsilon
ExactTarget
Experian Marketing Services - Cheetahmail
Lyris
Responsys
Silverpop
Yesmail
Zeta Interactive

Email marketing’s cost effectiveness is driving a renaissance for the channel, which is resulting in strong growth for the sector. I look forward to helping with your vendor selection process.  Stay tuned for the report…

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The mobile revolution is just getting started

I just presented the latest findings of a new research published "Mobile Technographics in Europe" to Forrester clients at our London Consumer Forum.

This report looks at the state of the European mobile market and at how consumers are using mobile services. We have created different profiles looking at how consumers are using their mobile phones in the different countries.

Over the past two years, the introduction of the iPhone has changed the way consumers and brands perceive mobile phones. It acted as a marketing catalyst, raising awareness of smarter devices and conveying the idea that there are as many mobile services as there are consumers. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly as entertaining and productive devices that can help them in their daily lives. More than 40% of European consumers are beginning to demonstrate sophisticated usage of mobile services.

We expect this to grow over time led by the two most sophisticated group of users (SuperConnecteds and Entertainers). They will change the general perception of mobile phones:

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The Future of Agencies: What Do You Think?


Sean Corcoran [Posted by Sean Corcoran]



Follow Me on Sean Corcoran

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New Forrester Report: Consumers Weigh In On Paying For Content

In the past year, we've seen a palpable shift from newspaper and magazine publishers with regard to paid content--they still don't know how to make paid content work, but they know they want to try. A recent report from the American Press Institute underscores this trend: The API reports that 60% of newspaper executives say they're considering paid content options, even though currently 90% don't charge for any content online.

Consumers, though, have different ideas. In a new Forrester report, we find that most consumers (80%) say they wouldn't bother to access newspaper and magazine content online if it were no longer free (no surprise), and the rest are split about how they'd like to pay for content:

Consumers Prefer Subscriptions To Micropayments
It's especially notable that, while publishers talk about micropayments so much you could design a drinking game around the word, only 3% of consumers say they'd prefer this method of payment for newspaper and magazine content.

This data suggests two things:

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How Industries Spend On Interactive Marketing

Sharvanboskirk [Posted by Shar VanBoskirk]

I dedicate this blog post to anyone who has read Forrester's interactive marketing forecast and thought, "well that's great, but how are interactive marketers in *my* industry spending on interactive tools." I've just published the US Interactive Marketing Forecast By Industry, 2009 to 2014 which splices our interactive marketing forecast by 12 different industries including:

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Google Grabs AdMob To Push Further Into Mobile Advertising

[Posted by Neil Strother]

Google has just announced an all-stock deal to purchase mobile ad network AdMob for $750 million in a bid to solidify its position as the leader in mobile advertising.

By acquiring AdMob, the search giant gets a mobile ad network that has leveraged the power of the mobile Web and in-app advertising, particularly on the iPhone. Now, as more people adopt devices that mimic the iPhone experience (Androids, of course, as well as BlackBerrys, Palms, etc.), Google stands to gain from a growing audience that will be increasingly attractive to advertisers.

The deal also signals a shift in the landscape, and it will be interesting to see how competitors like Microsoft, Millennial Media, Quattro Wireless, among others, respond.

Big picture: mobile advertising remains a small fraction of the overall interactive marketing spend (see our forecast report if you are a Forrester client). Google, however, expects mobile to be a key growth driver in the coming years, and the acquisition of AdMob plays right into that strategy.

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Guest Post: Michael Greene on How to Source Video Ad Creative

You may not know the name Michael Greene, but if you're a Forrester client or you read this blog regularly then you've certainly seen his work. As a researcher on our team, Michael produces some great research -- most notably on the topics of sponsorships and video advertising. Below, Michael shares his thoughts on one of our latest research topics, sourcing video creative:

Mgreene [Posted by Michael Greene.]

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