For Interactive Marketing Professionals

Topic Overview: Interactive Marketing In A Downturn

How To Justify Your Digital Budget When The Market Is Low

by Christine Spivey Overby, November 19, 2008

In these uncertain times, marketers expect to cut 3% of their overall marketing budgets. As an interactive marketer, how do you protect your digital budget and ensure funding for future campaigns? By constructing a business case of both numbers and success . . .

For Interactive Marketing Professionals

Topic Overview: Interactive Marketing

by Shar VanBoskirk, June 20, 2008

Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and emerging interactive strategies and channels to help marketers . . .

For Interactive Marketing Professionals

New Uses For Brand Monitoring

by Peter Kim, April 16, 2008

J.D. Power and Associates acquired brand monitoring firm Umbria, combining industry-focused consumer satisfaction and rankings with consumer-generated media (CGM) insights. The deal highlights the use of brand monitoring as a key input to formulating . . .

For Interactive Marketing Professionals

Strategies For Interactive Marketing In A Recession

Unlike Last Time, Results-Based Marketing And Social Applications Could Thrive

by Josh Bernoff, February 6, 2008

Many economists now believe we are in, or approaching, an economic recession. In the last recession, online spending cratered along with the rest of the advertising industry. But since interactive marketing programs are now fueled by measurable results, . . .

For Interactive Marketing Professionals

Relationships Write The Next Chapter For Email

Lessons Learned From Slower-Moving Email Marketers

by Julie M. Katz, October 30, 2007

Email success among marketers of apparel, home goods, or travel is obvious because it's measured in sales. Financial services and consumer packaged goods (CPG) manufacturers find the value of email more challenging to defend because they are limited by . . .

For Interactive Marketing Professionals

Get Serious With Search Marketing

How to Move Past Current Search Marketing Attitudes And Behaviors

by Shar VanBoskirk, August 20, 2007

Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and marketers focus on program mechanics instead of adopting practices . . .

For Interactive Marketing Professionals

How Consumers Use Social Networks

by Charlene Li, June 21, 2007

Social networking sites like MySpace and Facebook have seen tremendous growth over the past two years, attracting a young and engaged audience. Frequent users of these social networking sites not only engage in more activities and have a more positive . . .

For Interactive Marketing Professionals

Best Practices: US Mobile Marketing

The Best Mobile Campaigns Embrace The Medium

by Christine Spivey Overby, March 29, 2007

With 76% of US households owning at least one phone, mobile is a seductive channel for US marketers. But consumers' preconditioned skepticism to mobile ads means that marketers must design campaigns that respect the medium and deliver value to targeted . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch In 2007

Marketers Still Aren't Comfortable With Emerging Interactive Channels

by Brian Haven, March 27, 2007

Email and search marketing eclipse online display ads as the most prominent elements in the interactive marketing mix, while social media — like blogs, podcasts, RSS, social networks, and online video — are strong up-and-comers. But mobile and game marketing . . .

For Interactive Marketing Professionals

Google-YouTube: The Value Of Social Computing

But This $1.65 Billion Purchase Could Run Afoul Of Copyright Problems

by Josh Bernoff, Brian Haven, October 10, 2006

On October 9, 2006, Google agreed to buy user-generated video site YouTube for $1.65 billion in stock. This is a massive demonstration of the power of social computing: Google already has the No. 3 video site, but now it will own a networking platform . . .

For Interactive Marketing Professionals

Free ABC Shows Online Will Set A Trend

From Now On, The Web Must Be Part Of Every TV Strategy

by Josh Bernoff, April 10, 2006

Disney announced that it would make popular ABC shows including Lost and Desperate Housewives available for free on a Web site that it controls, starting April 30. Shows will include ads that can't be skipped. This is the start of a big trend; now, networks, . . .