A new report from Forrester Research analyzes the digital behavior of young consumers and their relationships with brands via social media. According to Forrester, “Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.” The report provides stats on this demographic, what they’re expecting from companies on social media, and how brands can reach them more effectively via social channels. Read →
A new report by Forrester shows that social media and other channels are beginning to drive more website traffic, though search engines are still easily in the lead. Younger generations in particular are more heavily influenced by social networks, online forums, and Twitter as drivers of website traffic, as reported by Marketing Profs. Read →
New research from Forrester indicates that while participation in social network services is on the rise, actual content creation is lagging behind. In the past year, their research shows no measurable growth in the Creators category (those who publish a blog, update Web pages, upload user-generated video, or write and post content), while in the [...] Read →
A new Forrester Research/Association of National Advertisers survey, “TV Advertising Budgets are Under Siege,” looked at 104 U.S. advertisers in 21 industries, representing nearly $14 billion in measured media budgets. The survey found that social media, web advertising and search are stealing budgets from TV and other media. Of those surveyed, 77% said they would [...] Read →
The latest Forrester Research Social Technographics report shows that one in every three online Americans is a “Conversationalist,” someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly. Conversationalists are younger than the average adult consumer — 56% female, with household incomes slightly above [...] Read →
Forrester asked 119 interactive marketers to rank their measurement capabilities for social media campaigns on a scale of 1 to 10 — 1 being novice and 10 being expert — and the average response was 4.5. Confidence in measuring online brand-building campaign was rated 5.3; the rating for direct-response campaigns was 6.3. Story and more [...] Read →