5 Frightening Facts from Forrester and the Good News for Digital Marketers

Comments: 11

  • I tend to view such surveys with some skepticism. As market researchers know, people wittingly or unwittingly prevaricate when asked about their own behavior. Companies advertise because they know that it works — whether the target audiences acknowledge it or not! The other findings in the survey are unsurprising — marketers have always cultivated influencers because they know that media/analyst/reviewer opinions sway buyers.

    • Well said. This is also really nothing new, this is the way it has always been. The task is really to do a lot of different things that work together and do them well.

  • That’s the status. While posters and advertisment has more wide population to be influenced, it still will be good social medium choice. What reminders me is that truly value your current networks is so important, including employees, partners, customers, etc.

  • I only trust surveys if recommended by a friend. :) Found the survey to be obvious, but the type of ammunition required when trying to move locked in behaviours of marketers.

  • Good points!
    Shows the huge divide between objective/self-discovered content and subjective/push-content. Also want to add that one thing that has great impact is HOW companies behave in dialogue on social media – are they showing digital manners? Are they here to help? What do they show by their true actions?

  • Couldn’t agree more with the takeaway – but how do we make it happen?

    The difficulty we face as freelancers is convincing bigger brands that professionally written articles about their product is what they need.

    And that they need professionally written content that pleases both consumer and search engine, not crap written by a dollar-a-day merchant in the subcontinent whose grasp of English is dubious, at best.

    It’s frustrating – as marketers, we can see what brands need and how digital consumers are interacting with the web, but they either don’t or can’t.

    And when they do recognise the need for content, they go for the cheap option, which leaves them with a sour taste in their mouth of the whole digital marketing experience.

    (…aaaand OFF the soapbox…)

  • I feel comfortable with these results. Just as before the Internet, the credibility and value of a traditional media vehicle is unique to each, it can’t be generalized by categories; we have all seen how one newspaper delivers better results than another with similar circulation and readership levels. The same is true in other media categories as well as in today’s many exiting digital options. The information is great as a baseline, when the actual plan is put in place the planner’s experience takes over.

  • Finally! Facts not PR bulls* Only a fool falls for social media in my opinion. I would never waste my time especially when spending good money. So many brands have gone social and done nothing but wash each other out. They can never regain their gloss. In the end, the ones that avoided all this social garbage will be the ones ruling the store and clientele share!

  • Strategy matters, that is my take away. Online marketing provides an unparalleled ability to establish one’s brand as the trusted expert, build brand ambassadors exponentially and measure results. For example SEM is not just about being found, but what your company looks like once found. It’s interesting to watch Mad Men and reflect on how content still makes all the difference. But the ability to promote content is on a whole new level in our digital age.

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