Interview on Marketing Voices

I was pleased to have the chance recently to speak with Jennifer Jones of the Marketing Voices podcast.

Read more

Call for participation: Using social media for financial services marketing

I've had the opportunity over the past year to work with a lot of banks and credit unions, insurance providers, and investment management firms. Marketers at financial services companies face a number of challenges other marketers don't -- most importantly, confusing and often ill-defined government regulations -- but yet I've been impressed with the social media efforts I've seen from many companies in this category.

I've decided to research and write a report on how financial services marketers can most effectively use social media. We'll be including lots of our data on how different types of financial customers engage with social media, of course -- but I'd also like to collect more insight from the marketers' perspective.

If you're a financial services marketer, and you're willing to walk us through examples of how you've used social media, talk to us about how you manage risk and work with your legal and compliance departments, and share with us some of the lessons you've learned in social media marketing, then we'd love to talk to you. You can contact me directly at: nelliott at forrester dot com. Thanks!

Guest Post: Tom Cummings on how marketers are using Twitter (and what they can do better)

As a Forrester analyst I get to work with a fantastic team of researchers – including Tom Cummings, who contributes some great work to our research on social media marketing and a wide range of other topics. Below, Tom discusses a piece of research we collaborated on, covering how marketers are using Twitter:

Tom Cummings [Posted by Tom Cummings.]

Read more

Online Canadians Have Aggressively Embraced Social Technologies -- And So Have Canadian Marketers

I've spent the last year living and working in Vancouver, Canada -- speaking with many Canadian interactive marketers and agencies, and collecting survey data on Canadian consumers -- so I'm pleased to say that yesterday we released a new report, Canadian Social Technographics Revealed, and added our latest Canadian data to our free Social Technographics Profile Tool.

In researching this report, I learned that:

Read more

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.]

Read more

Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Yesterday we published a case study that I'm really excited about, covering how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the tweet-up in Vancouver, and thought they were a great example of the power of both online and offline influence.

Read more

Why Are Marketers So Bad At Measuring Social Media? (And How Can They Get Better?)

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Marketers don't think they're very good at measuring social media. 
When my colleague Emily Riley asked marketers to
rate their ability to measure the impact of their social media
initiatives, the average grade they gave themselves was 4.5 out of 10.
Not a great score -- especially given that accountability is one of the
key selling points of interactive marketing. So I've spent a lot of
time this year trying to understand why marketers aren't good at
measuring social media -- and how they can do better.

Read more

Using Social Media To Create And Amplify Offline Influence

The Video Contests Keep Coming

Would You Buy Pre-Rolls For $1 Per Thousand?

Nate Elliott[Posted by Nate Elliott]

Ad Age ran a fascinating piece this week about how CPG giant Reckitt Benckiser shifted $20 million of their TV budget to pre-roll ads, and then relentlessly hammered publishers on price. According to Ad Age, Reckitt bought some pre-rolls for as little as $1 per thousand.

Granted, the economy is clearly taking its toll on in-stream ad prices. And big budgets always earn marketers volume discounts. But when you realize that even in this market most high-quality pre-roll inventory costs upwards of $30 per thousand, the prices Reckitt paid look incredibly low.

Read more