People, Objectives, Strategy, & Technology-Evaluating New Media

Sep 9, 2008 by Mark Maier



Some marketers are approaching New Media very cautiously, research shows that 80% of marketers say the benefit of adopting emerging channels is worth the challenge of trailing behind.
"60% struggle to build the case for interactive marketing, and 68% would rather wait to adopt interactive channels until after they are proven. This year, Forrester's annual Interactive Marketing Channels adoption study looks at where marketers are distributing funds."
"Forrester principal analyst Shar VanBoskirk says today's "interactive marketing obstacles are related more to executing effective programs than validating the method or channel." Managing content, recruiting qualified staff, gaining support, and measuring ROI are some of the common challenges, she says."
Using good people, strong objectives, definitive strategy, and emerging technology is what the Forrester report recommends.  In some places we have seen full adoption of new media like at Castanet.net in Kelowna, British Columbia or in Bend, Oregon where they have brought an Automall to the market. These markets are not trailing behind, they have stepped to the forefront of new media with proactive business models. Instead of looking at these initiatives as challenged, they have embraced changes in sales strategy that have changed their entire organizations and will impact them going forward.

To read the research report from Forrester, click hereRelated Categories