For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Interactive Marketing Professionals

Three Steps To Measuring Social Media Marketing

A Measurement Framework Based On Objectives, Not Technologies

by Nate Elliott, October 29, 2009

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily . . .

For Interactive Marketing Professionals

Recession Realities Improve Interactive Marketing

by Shar VanBoskirk, October 23, 2009

The recession has forced interactive marketers to think more conservatively about budget, to trim staff, and to rebudget more frequently than they would in better economic conditions. We expect tighter conditions to create habits and initiate conditions . . .

For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged — giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such as Atlas . . .

For Interactive Marketing Professionals

How Interactive Marketers Can Secure Budget From Their CMOs

by Neil Strother, October 2, 2009

Senior interactive marketers — an emerging role within the interactive marketing team — face the challenge of winning budget approval from CMOs for new digital initiatives. These initiatives compete for scarce marketing dollars against traditional media, . . .

For Interactive Marketing Professionals

Accessible Innovation

How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

by Shar VanBoskirk, September 1, 2009

A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's Accessible Innovation framework helps firms overcome . . .

For Interactive Marketing Professionals

Use Online Communities For Strategic Insight

Member Opinions Will Strengthen Your Marketing Strategies

by Lisa Bradner, August 12, 2009

Community input offers marketers an intimate — and continuous — understanding of brands, but only if you're willing to listen closely to what members have to say. If you're ready to improve your brand strategy using community insights, partner with market . . .

For Interactive Marketing Professionals

Committing To Meaningful Digital Metrics

by Emily Riley, July 15, 2009

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure . . .

For Interactive Marketing Professionals

US Interactive Marketing Forecast, 2009 To 2014

Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media

by Shar VanBoskirk, July 6, 2009

Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. . . .

For Interactive Marketing Professionals

Why Marketers Should Ignore Engagement with Rich Media

Marketers Must Look Beyond Measurement's Shiny New Toy

by Nate Elliott, June 26, 2009

Interactive marketers — especially those with branding goals — have been keen to embrace richer and more complex ad formats. But richer ads often bring with them richer metrics, and many marketers — who are unfamiliar with these new measurements and unsure . . .

For Interactive Marketing Professionals

US Email Marketing Forecast, 2009 To 2014

by David Daniels, June 12, 2009

Email adoption and use by consumers and businesses alike remain strong, with 153 million online adults regularly using email by 2014. Social inbox users will total 47 million in 2014, but will ultimately level off based on the blurring lines of the "traditional" . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch In 2009

The Recession Inhibits Firms From Trialing Emerging Channels

by Shar VanBoskirk, June 4, 2009

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead, they cling to direct response specialists email and search . . .

For Interactive Marketing Professionals

Understanding Metric Methodology Is The Key To Email Marketing Effectiveness

Avoid The Common Perils Of Email Performance Measurement

by David Daniels, May 28, 2009

While organizations are captivated by the economics of email marketing, just 51% of 286 email marketers surveyed in a July 2008 Jupiter/ClickZ survey agreed that they understand the methodology their applications use to calculate email metrics like click-through . . .

For Interactive Marketing Professionals

Is An iPhone App Right For You?

How To Decide If A Mobile Application Should Be Part Of Your Brand's Road Map

by Neil Strother, May 11, 2009

The size of the smartphone market — and the buzz surrounding Apple's iPhone App Store — has many interactive marketers considering whether they should deploy mobile applications. Early success by some brands might lead marketers to mistakenly conclude . . .

For Interactive Marketing Professionals

As Seen In The Inbox

Assessing Video Email Opportunities

by David Daniels, May 4, 2009

Video in email represents new revenue opportunities and click-through optimization for email marketers. A July 2008 JupiterResearch/ClickZ survey of 286 email marketing executives found that 17% of the respondents were planning on using video in email . . .

For Interactive Marketing Professionals

Return To The Behavioral Bandwagon

Online Ad Targeting In Europe Is Finally Rolling — And Just In Time

by Nate Elliott, March 31, 2009

With the economy in trouble and interactive marketers working hard to justify their budgets, online ad targeting can provide a vital boost in campaign performance. Spurred on by new offerings from Google and other vendors, marketers' use of online ad . . .

For Interactive Marketing Professionals

Social Media Playtime Is Over

Despite The Recession, More Than 50% Of Marketers Will Pursue Social Applications

by Jeremiah K. Owyang, March 16, 2009

The recession has put more pressure on interactive marketers to deliver measurable results. While many marketing budgets are being cinched, more than 50% of interactive marketers say they will increase their spending on social marketing. Why? These inexpensive . . .

For Interactive Marketing Professionals

Online Display Advertising: Metrics For Proving Success In A Recession

by Rebecca Jennings, March 3, 2009

Online display advertising has become an accepted interactive marketing tool during the past 10 years, used by the majority of interactive marketers in Europe and the US. However, for many advertisers, the tools and techniques used to measure the success . . .

For Consumer Product Strategy Professionals

Monetizing Online Video In Europe

Balancing The Needs Of Advertisers And Users

by Nate Elliott, February 27, 2009

With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the in-stream video ad opportunity. Advertisers prefer pre-roll ads to other . . .

For Interactive Marketing Professionals

Benchmarks And Best Practices For European Online Video Advertising

by Nate Elliott, February 27, 2009

Our June 2008 Online Video WebTrack evaluated the state of European online video advertising by reviewing 583 online video clips and 137 in-stream ads across 49 sites. Interactive marketers have more opportunity than ever before to reach Internet users . . .

For Interactive Marketing Professionals

Justifying Social Marketing Spending

by Michael Greene, February 18, 2009

With economic turbulence causing executives to tighten marketing budgets, interactive marketing professionals have to go the extra mile to justify their investments. While only 31% of social marketers plan to increase their social marketing budgets by . . .

For Interactive Marketing Professionals

2009 European Interactive Marketing Predictions

Interactive Channels Will Produce Upsides In A Down Economy

by Rebecca Jennings, February 9, 2009

2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online efforts. While Forrester believes that interactive budgets will . . .

For Interactive Marketing Professionals

European Online Advertising Through 2013

Search Will Fare Best In A Recession As Channel Shift Accelerates

by Nate Elliott, February 4, 2009

As the economic recession starts to bite into advertising budgets, growth in online advertising will slow: European online ad spending will grow just 10% in 2009, down from 30% annual growth in 2007. Search will fare best as interactive marketers focus . . .

For Interactive Marketing Professionals

Time To Rethink Your Corporate Blogging Ideas

With Corporate Blog Credibility Low, Blogging Only Makes Sense As Part Of A Plan

by Josh Bernoff, December 9, 2008

Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the most likely to trust all other sources of information. . . .

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 . . .