Friday, 30 March 2007

Marketers Slow To Adopt New Paths

A study by Forrester Research (Interactive Marketing Channels to Watch in 2007) has again pointed to a reluctance to innovate in marketing departments. The research finds that while email, banners and search are still a firm favourite, and blogs, podcasts, RSS, social networks, and online video are making inroads -mobile and in-game marketing are left on the side of the road. The most significant gains have been made in the social media space. In 2006 less than 13 % of marketers were experimenting with blog advertising and around 10 % with RSS, while the 2007 report found; "Today, 40 percent of marketers are using or piloting RSS while 34 percent use or are piloting blogs".

The agencies have a key role to play here in bringing these digital paths to their clients and creating the environments in which small scale test and learn strategies enable marketers to see the benefits of opening conversations with their consumers in more enlightened and interactive ways...

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