Here are all of the posts tagged ‘Forrester Research’.
Google launches real-time, social web search
You might have noticed that Google looks a bit different, since announcing last week a couple of very important developments in the area of real-time search.
Google search results now include breaking news headlines, live updates from popular social networks, and blog posts published just seconds before. And the move is fully supported by the ‘who’s who’ of social networking: Facebook, MySpace, FriendFeed, Jaiku, Identi.ca and Twitter.
Forrester: Traditional agencies can’t do digital
A new study from Forrester last week highlighted the complexity of the interactive marketing landscape and the challenges this poses for marketers, and to traditional agencies:
Forrester interviewed about 100 global interactive marketers for the study. Only 23% thought their “traditional brand agency” could effectively plan and manage interactive marketing activities. About 46% thought they couldn’t do it, and the rest didn’t have an opinion either way.
Forrester expects the digital agency space to fragment even more with clients working with specialist agenices in areas such as mobile and social media.
Habbo Hotel launches conversation tracking tool
Habbo Hotel, the virtual world for teens with around 14 million monthly unique visitors, has launched a conversation measurement tool for the site called ‘Habble’. This offers marketers a chance to understand what users are saying about their brands, slogans and key phrases over a defined period.
The tool has been developed to help brands advertising in the hotel and is used in conjunction with click-through rates, time spent and impressions. Brands not advertising within the virtual world can also use Habble to understand what type of conversations are taking place about them.
Germany’s StudiVZ adds support for 3rd party apps
Two and a half years after Facebook, its German clone StudiVZ follows the US social network’s most successful move by adding support for third-party applications.
Nine apps are available as of today and several hundreds are in development.
What sets this development apart is the emphasis that is being placed on privacy. Germany has some of the toughest online privacy laws in the world and CEO Markus Berger-de León has applied tight security policies to third-party apps “to avoid the type of scams that TechCrunch recently dug up on Facebook and MySpace.”
Back in 2005, as I was first experimenting with social media with my personal blog, I was convinced that I was pioneering social media usage within my network of friends, family and colleagues. Looking back now, I realise my younger sister had actually started using social media a few months before me. At the time she was pregnant with her first child and I remember her mentioning she wasn’t sure how she would have got through her pregnancy had it not been for the Internet and the community of supportive mums she found there. Of course, at the time, I hadn’t put a name to what was to become a few years later one of the fastest growing social media phenomenons: the “connected mums” or “digital mums”.
A recent survey conducted by parenting site BabyCenter found that the use of social networks by mums has grown from 11% in 2006 to 63% in 2009. Mums increasingly use social networks to search for information related to pregnancy, to find tips and information on parenting, and to get recommendations from other mums.
More recent research by Forrester highlights that the Internet is the main source of information for mothers when it comes to making an informed purchase decision. Even more interestingly, one of the findings is that although they spend a considerable amount of time online, mums don’t tend to trust banner ads or search engine ads.
You can see where I’m getting at: if you’re a brand willing to engage with a group of individuals who have less time to spend with media than the average consumer (32 hours per week versus 36 hours), see the Internet as their main source of information, but don’t trust online advertising, and are noticeable users of social networks (31%), surely social media is the answer?
The Forrester research also found that 25% of mothers read customer reviews online, 19% use comparison sites and last but not least, 50% tell their friends about products they’re interested in. Online word of mouth at its best.
As Siobhan Freegard, co-founder of popular UK mums network NetMums puts it:
Mums are a desirable target for many advertisers [...] but please don’t be tempted to patronise us with fluffy nursery-rhyme adverts. If you want to impress us, remember that as well as being mums, we are grown up, intelligent women.
Sites like Netmums, BabyExpert.com or Bounty.co.uk are all very appealing for marketers, but don’t forget, it’s all about engaging in conversations with mums in an interesting (Susanna Scott, the founder of British Mummy Bloggers reports she receives 10 product pitches per week) & ethical manner.