Who Should Buy AOL?

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Word is that TimeWarner is in talks with both Yahoo! and Microsoft about potentially selling AOL to one of the two. To be honest, I don’t think an acquisition of AOL gives either MS or Yahoo! the presence that a MS/Yahoo! marriage would build against Google. 

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Clarifying Our (Popular) B2B Blogging Research

Laura Ramos

Lauraramos [Posted by Laura Ramos]

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As The Yahoo! World Turns

Shar VanBoskirk

Just when we all thought the curtain had closed on the soap opera surrounding Yahoo!, the media company announced it officially ended talks with Microsoft and instead entered a partnership with Google – a match both firms hope has revenue upside of about $800 million.

I’ll admit, I’m still scratching my head on exactly why Yahoo! thought this move was a smart one for them.  I see the deal as:

*A great move for Google.  Google – which already has about 60% of consumer searches and its own vast paid search and contextual network – now has access to and will make money off of its primary rival’s inventory.

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Numeric Scoring: The Key To Lead Management Success

Laura Ramos

Lauraramos [Posted by Laura Ramos]

Recently I saw a preview of Eloqua’s spring release and it got me thinking about the role lead scoring plays in determining campaign effectiveness.  I hadn’t seen the product in a while and was impressed with the UI improvements the Eloqua team has produced. They have added new capabilities for delivering highly personalized direct mail, SMS/voice reminders, and on-demand fax and RSS delivery – interesting stuff that, while I’d need to talk to a client or two to be convinced of their specific usefulness, show that Eloqua is delivering a broader range of lead nurturing, drip marketing capabilities. Lastly, new campaign design UI will help shorten the time it takes to get first campaigns up and running.

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We’re renaming the blog

Christine Overby


[Posted by Christine Spivey Overby]

I lead Forrester’s Interactive Marketing team, and I’d like to welcome to the newly-minted Forrester Blog For Interactive Marketers. Some of you may be thinking - Wait! I’ve been coming to this blog for years. What gives?

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"Digital" does not equal "interactive" marketing

Shar VanBoskirk

Sharvanboskirk
[Posted by Shar VanBoskirk]

On a recent trip to Shanghai I attended a huge party for Adidas.  I was there with a friend of a friend who works for Ticketmaster and specialize in creating exclusive events and PR for brands, bands and celebrities.  Now this party was thumpin.'  On the top floor of a trendy Shanghai "loft" with a glass floor to see all the way down to the ground 20 odd floors below.  The room was chock full of people, and also huge digital billboards broadcasting Adidas commercials and branding messages.

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B2B Lead Management Market Heats Up

What killer app will drive brand advertisers online?

Interactive Marketing Maturity Research

Strategies For Interactive Marketing In A Recession

Christine Overby

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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