I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.
You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:
This research will certainly help marketers plan their channel strategies.
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.
Last week, Jeremiah Owyang, an analyst on the Interactive Marketing team that I manage, caught flak for comments that he made on his personal blog about the community vendor Mzinga. As you might expect, we both have been communicating with Mzinga's Chairman Barry Libert and other members of his team. At the same time, Jeremiah has been reflecting on the conversation begun by the post. So have I.
The results are in. And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity. Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!
So I got a golden ticket to P&G's digital hack night -- a P&G party to bring together social media experts, P&G digital minds, and experienced interactive marketers to share ideas. The event is to test the strength of digital media to try to generate $100,000 for charity.
On Friday, Forrester published new research on one of the most active groups of people ever seen when it comes to social participation -- buyers of technology products in the business-to-business (B2B) sector.
I teamed up with Oliver Young to write the report, "The Social Technographics of Business Buyers," based on a survey conducted online between December 2008 and January 2009; you can access the full report if you're a Forrester client, or arrange to buy it if you are not. You can also register to download the slides or hear the replay of our Webinar on the topic.
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!
For those of you frustrated by the survey tool at which I pointed my last post, I would like to apologize for wasting your time and missing the opportunity to engage you when you were most interested.
Merv and I are are providing expertise and contributing the Forrester brand name to the Customer Reference Forum for this survey. We are not working directly with the survey execution team. The CRF has been terrific to work with, but I did not check a few of the small details on survey access parameters before posting this and now those details have bitten me as links that don't work or make the survey look closed when it is not. This is also why I haven't replied in Web 2.0-time to your posts pointing out the problem.
I think the area of research will prove very interesting as we bring it out early next year. For those of you still willing to participate -- thank you so much for your patience! -- you can find the survey link here.
Again, thanks for your patience and support on this.
Great customer references fuel great B2B marketing. But getting customers to testify or submit case studies is challenging. Good references require investment. But how do you keep customers from feeling like shills for their vendor firms? By involving them in communities of like-minded advocates! That is one hypothesis I plan to explore further in 2009 -- investigating the connection between social activity and greater customer advocacy.