Confirmed: The Recession Limits Interactive Experimentation
[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.
*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?