Confirmed: The Recession Limits Interactive Experimentation

Sharvanboskirk [Posted by Shar VanBoskirk]

Forrester's "Interactive Marketing Channels To Watch, 2009" -- our annual look at actual interactive channel adoption compared to hype -- went live on Friday.  A few of the study's key takeaways:

*Few marketers experiment with emerging media with the exception of social media applications.  They stick with email and search and are waiting for a better economy to embrace online video and mobile marketing.

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*Marketers embrace social media applications. 64% of our sample are already building social media applications, despite a general hesitancy to experiement with emerging media

*Display media penetration has declined due to marketers prioritizing direct response investments over branding ones this year

How does this adoption of interactive tools match with your own?

Comments

re: Confirmed: The Recession Limits Interactive Experimentation

Shar,Thanks for the post. Very interesting stat about mobile marketing. I'm surprised that more organizations don't have that on their radar, given the "Twitter-buzz" in the media. That being said, I am glad to see that organizations are holding off spending in some less-than-proven (in B2B) areas.At our company, we adopt new marketing tools based on one primary factor…that tool must help us place a message in front of a decision maker at a business we are targeting as a prospect. For this to work, the decision maker has to be viewing that media from time to time.Your graphic definitely mirrors our feelings on adopting some of these applications. If we don't feel our prospective clients are using these tools, we don't waste our resources on them. Again, hate to pick on mobile marketing, but I would be shocked if one of our prospects (usually the CMO at a company) would ever respond to a solicitation on their phone. In fact, it would probably just backfire on the sender.Thanks again.-Jason

re: Confirmed: The Recession Limits Interactive Experimentation

Just wanted to say HI. I found your blog a few days ago and have been reading it over the past few days.