I have just been reading some of the summaries from the latest gathering of digital marketing “stars” (in their own minds) at SXSW and it’s no wonder that there is so much money that is being wasted in digital marketing. Would I like to be able to whatever I want when it comes to marketing online? You bet, but I understand that my client is in business to make money and I have to clearly show them that what we are doing is driving brand objectives.
Forrester found that visiting a company’s website is the number one way fans prefer to stay in touch with the brands they love, outranking Facebook all the way down at number five. While their Facebook pages are brimming with exciting, yet unseen content, brand websites may be neglected – at a high cost to community interaction.
Five years ago, 78 percent of consumers used at least one online channel when prospecting. Today, 88 percent do—and four in 10 want even more digital interactions than what companies are providing. Two-thirds said the number of companies or brands they consider for purchase has increased significantly compared with 10 years ago. Digital has become more important to consumers across the board. Some consumers have completely “gone digital”—they prefer to interact with their providers via online channels at every opportunity and are loathe to be forced into conversations with humans.
Flurry CEO: The end of PCs is coming? Sorry but he is way off. First off the sale of Chromebooks and new, inexpensive Windows laptops is a great indication that the PC is not dead. In addition, Apple continues to set sales records with Mac’s and 76% of users still use their PC’s in November.
Forrester, the respected market research company, has a history of releasing reports that cast Facebook in a bad light in the eyes of advertisers. Forrester’s Nate Elliott says Facebook’s move to continue to chop down the organic reach of brands’ Facebook posts and the fact that marketers continue to be dissatisfied with the performance of their Facebook Pages point to the fact that brands “don’t actually have social relationships with their customers.” He adds that it is time for marketers — who have been wasting “significant financial, technological, and human resources on social networks that don’t deliver value” (which also includes Twitter, in this report) — to explore new techniques such as using smaller social networks (which are less cluttered than Facebook and Twitter because they currently have fewer users and advertisers clogging up the News Feed and by adding social relationship tools to their own websites. Should you listen to Forresers advice?