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Web video will soon be a high-quality feature on the majority of sites. What does this mean? Sites without video just won't cut it anymore. TV networks, device-makers, and advertisers must prepare or risk losing out.
Mark Your Calendars!
Social Marketing: Tapping Into The Power Of Connected Customers
October 13, San Francisco
The Essentials Of Search Engine Marketing
October 27, New York
The Integrated Marketing Tool Kit
November 17, Chicago
Making B2B Marketing Work December 8, Cambridge, Mass.
For details, contact Jennifer Joseph at jjoseph@forrester.com.
CPG marketers' best practices in market mix modeling hold valuable lessons for other industries in three steps: plan, prepare, and build. Following in the CPG companies' footsteps will allow other industries to calculate the revenue contribution of each marketing stimulus in the mix.
Inbound Marketing Goes Mainstream
by Elana Anderson
Topic Overview: Online Advertising, Q3 2005
by Chris Charron
Better Web Mail Ups Portal Loyalty At ISP's Expense
by Charles S. Golvin and Charlene Li
Mobile Music Needs A Tune-Up
by Michelle de Lussanet and Niek van Veen
Myths And Realities Of The Customer Database
by Eric Schmitt
Many consumers may be ignorant of the threat of phishing and how to protect themselves, but 70% guard against viruses, spyware, and spam. Spam remains a major nuisance for two-thirds of consumers, who expect ISPs and email providers to take some action.
The Forrester Wave™, our call on a particular market, allows you to customize a shortlist of vendors based on your own needs and criteria. Over the next few months, look for Waves on Email Service Providers, Database Marketing Service Providers, and Enterprise Marketing Platforms.
As more consumers block unwanted email, reaching consumers is a challenge. To increase your chances of delivery, employ a user-focused opt-in program, outsource delivery monitoring, authenticate your sender address, and establish a trusted-sender reputation.
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How To Speak The Language Of Young Consumers
In the US alone today, there are 73 million people under the age of 18. While they sometimes resemble a completely different species -- confounding marketers, device makers, and their parents -- young people are neither scary nor intimidating. More than media pirates or rip-off artists, young consumers are technology-amenable gadget gurus who embrace the Net and make themselves readily available to marketers. Tapping into the youth market can be tricky, though -- you need to reach young consumers on their terms and, more importantly, speak a dialect that they understand.
Forrester recently surveyed 5,216 young US and Canadian consumers age 12 to 21 about their technology habits and attitudes. Here's what you need to know about reaching young consumers:
1. Gadgets
Young consumers love consumer electronics even more than their adult counterparts: more than two-thirds own PCs, DVD players, home stereos, game consoles, mobile phones, and handheld videogames. Portable MP3 players like Apple's iPod and browser- or camera-enabled mobile phones have caught on with the younger set, with adoption around one-quarter and growing: MP3 players rank first on young consumers' wish lists; camera-phones rank third.
2. Web-Based Entertainment
Music, movies, and gaming content score big with young consumers on the Net. Teens spend, on average, 11 hours per week surfing the Web, and 79% of them can be found visiting game sites like gamezone.com. More than one-third visit music sites for artists like Kanye West or The White Stripes, and almost half favor sites dedicated to films like "Napoleon Dynamite."
3. Social Marketing
Although equally as skeptical about traditional advertising as their parents, young consumers have already jumped on the social marketing bandwagon. More than half of young consumers rely on their friends and families for purchase advice, and 65% tell others about products they like. Marketers can reach young consumers' social marketing networks by using the electronic communication tools favored by youth: IM, mobile phones, and email.
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4. Video Games
Almost all -- 94% -- of young consumers own some device that they use for game-playing. More than half of young consumers prefer gaming to watching TV. This affinity for all things video game, along with their love for Web-based entertainment, makes young consumers a prime audience for advergames.
5. Digital Music
Young consumers have not been mislabeled "media pirates" -- they do download MP3s and use peer-to-peer file sharing more than adults. But teens' piracy will not be the force behind the potential demise of the conventional music industry. As rates of file-sharing decline, young consumers buy more music online. iTunes and Napster To Go, legal alternatives to Gnutella and eDonkey, give young consumers an easy, inexpensive, and conscience-friendly way to fill up the MP3 players they plan to buy.
Once you become fluent in the language of young consumers, it's important to master the tools that young people use to communicate. Far from hiding behind their PCs and PSPs, young consumers prefer to be engaged in-person. In-store kiosks and other interactive face-to-face exchanges will get and keep young consumers' attention. Young consumers use IM to discuss products with their friends and are open to email about upcoming online promotions and new advergames.
In the upcoming weeks, look for more of our research on social computing, wireless Internet access, the music and movie industries, telecom and the ethnic market, ad targeting, digital music, mobile marketing, consumer trust, advergames, promotions, marketing ethics, digital photography, and CE retail. Talk to you soon.
Chris Charron
Vice President, Research Director
Devices, Media, & Marketing Research
P.S. If you'd like to suggest research for us to write, or if there are data points you're looking to track down, feel free to drop me a line anytime at chrischarron@forrester.com.
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