forrester

drag2share: Forrester – $2.1 Trillion IT Spending In 2013

source: http://feedproxy.google.com/~r/businessinsider/~3/VIxAJRCxaro/mobile-insights-enterprises-will-spend-21-billion-on-tablets-this-year-2013-7

Forrester: $2.1 Trillion IT Spending In 2013 (TechCrunch)
The research firm forecasts that $21 billion will be spent on tablets by businesses and governments this year, 15% of what they will spend on PCs. Read >

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Wednesday, July 17th, 2013 news No Comments

IT Pros Are Using LinkedIn In A Surprising Way: To Shop For Enterprise Tech (LNKD)

Source: http://www.businessinsider.com/how-it-pros-use-linkedin-2013-5

superfly office tour

Enterprise technology is a $1 trillion market. It’s also become a hot focus for startups and investors as new tech ranging from big data to software-defined networking upend the old-school stuff.

Before writing checks for projects that may cost their companies tens of thousands up to a million dollars, IT pros will naturally do their homework.

And they are increasingly doing that homework by crawling social networks to find out what others are saying about the product.

So LinkedIn conducted a survey to find out exactly what IT pros were doing with LinkedIn and other social networks.

The results show IT professionals have three times more connections on LinkedIn than the average user, and they are using them for everything from gabbing with their peers about tech, to getting product demos.

LinkedIn hired Forrester to do one study and Research Now to do another on how IT pros use LinkedIn, Twitter and Facebook.

Buying new tech for employees can be daunting: there’s lots of options, complicated multi-year contracts and government regulations.

IT pros use their social network peeps to help narrow down the choices.

 

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Wednesday, May 22nd, 2013 news No Comments

Yes, Your Credit Card Company Is Selling Your Purchase Data To Online Advertisers

Source: http://www.businessinsider.com/credit-cards-sell-purchase-data-to-advertisers-2013-4

steve madden shoe shopping

Depending on how you feel about online shopping, this either old news or a huge betrayal of consumer trust: Mastercard and American Express are selling your data to online advertisers who then use it to target you with ads.

As Ad Age notes, they’re not shouting very loud about it for fear of a backlash.

Here’s what we learned today from reporter Kate Kaye:

  1. Mastercard began doing this two and a half years ago.
  2. It sells data by zip code, offering areas that are more likely to make certain types of purchases, like shoes, for instance. Online advertisers can then bid on online users from those areas, and target them with ads for shoes.
  3. The data is anonymous and aggregated. They can’t identify you, in other words. All they know is that there are x-thousand shoe-buyers in a given zip code, online, at any one time.
  4. Amex sells its data as a series of models.
  5. EBay also sells its data for ad targeting.
  6. Best quote in the article: “Anybody that’s got data right now is in the business of trying to make money off of it,” said Forrester Principal Analyst Sucharita Mulpuru-Kodali. “Why not take advantage of it, especially if you can do it under the radar?”

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Tuesday, April 16th, 2013 news No Comments

Forrester survey finds first ever decline in people ‘using the internet,’ but a changing notion of ‘being online’

Source: http://www.engadget.com/2012/10/17/forrester-survey-finds-first-ever-decline-in-people-using-the-i/

Forrester survey finds changing notion of 'being online,' less of the old more of the new

A survey measuring people’s internet use used to be a fairly simple thing. If you dialed up to your ISP and logged onto CompuServe or AOL, you were “online” until you disconnected. Even in more recent years, you were “online” for as long as you were looking at a web browser or a chat window. But things have gotten more complicated as we’ve grown more mobile and connected than ever, and that’s now resulted in the first ever decline of people “using the internet” in Forrester’s annual survey since it began asking the question in 1997. As AllThingsD reports, this year’s survey found that people spent an average of 19.6 hours per week using the internet, compared to 21.9 hours in 2011. According to Forrester’s Gina Sverdlov, however, that’s not due to a shift back towards TV or other activities, but to a changing notion of what “being online” means to individuals. As she puts it, “given the various types of connected devices that US consumers own, many people are connected and logged on (automatically) at all times,” and that “the internet has become such a normal part of their lives that consumers don’t register that they are using the internet when they’re on Facebook, for example.” The full report isn’t available to the public, but you can find a few more details from it at the links below.

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Wednesday, October 17th, 2012 news No Comments

Display Media Buyers Favor Combined Contextual and Audience Targeting

Source: http://www.marketingcharts.com/wp/direct/display-media-buyers-favor-combined-contextual-and-audience-targeting-23528/

94% of display media buying respondents to a Google and Forrester Consulting survey released in September 2012 currently combine contextual (i.e. targeting based on contextual category or contextual adjacency) and audience targeting. The primary reasons these respondents give for doing so are higher performance and greater accuracy than using one type of targeting alone. For […]

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Monday, September 24th, 2012 news No Comments

Effectiveness of B2B Online Display Advertising Questioned

Source: http://www.addon.tv/media-news/effectiveness-of-b2b-online-display-advertising-questioned.html

Effectiveness of B2B Online Display Advertising Questioned


According to a new report from Forrester, summarized by MarketingProfs, only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness.

71% of B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.

Attitudes toward online display are negative, particularly toward ad exchanges, DSPs (demand-side platforms), and ad networks:

  • 27% of B2B marketers say they anticipate increased effectiveness of display advertising via exchanges over the next three years
  • 21% expect increased effectiveness of display media via DSPs over the next three years
  • 16% expect increased effectiveness of display ads via ad networks over the next three years

Given lengthy and complex purchase cycles, says the report, most B2B marketers focus display efforts on increasing brand awareness, lead generation, reaching key target audiences, and driving direct sales.

Only 20% of marketers focus display efforts on increasing site visits (e.g., using campaigns to drive clicks to lead-securing and nurturing opportunities such as webinars, whitepapers, and virtual events). Still fewer marketers focus display efforts on driving brand favorability (17%) and customer lifetime value (14%), observes the report.

 

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Wednesday, July 18th, 2012 news No Comments

trends in 2009 – open agency model, year of search and social

2009 is the year of the “open agency model.” Many of the largest brands have declared that they are going “open agency mode” in search of lower cost, greater efficiency, and possibly better work. But while this idea may be good in theory, it is very difficult in practice. Having run a “virtual company” since 1996, I know of the challenges, as well as the upside. And the conventional wisdom of “you get what you pay for” holds very true here. I’ve outsourced to China and India to varying degrees of success and usually it took more time to communicate and re-communicate, do and re-do to get things right. And it ended up costing more overall, despite lower unit costs. Furthermore, most clients are brand experts of their own brand, but may not have the depth of experience in managing complex, global deployments … or perhaps even experience in managing photo shoots. Although it may be fun to go on photo shoots, but that doesn’t mean clients can manage that themselves. And having an inexperienced, small agency do it may not be that much more efficient either.

Anheuser-Busch Whacks Retainers for Its Agencies

http://adage.com/agencynews/article?article_id=134630

2009 has also been declared the year of search and social marketing. Many of the biggest brands now realize they must do something in search in order to be found when users are out looking for something. Knowing that 80% of online journeys begin with search (Forrester April 2008), it is more important than ever to be “findable” — after all, if they can’t find you, you don’t exist. Companies are also looking for efficiencies in social marketing — literally having people carry forth their message or amplify it for free. This is a good move because most modern users trust their peers far more than they trust an advertiser’s ad message anyway, according to countless studies.

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Tuesday, February 17th, 2009 trends No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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