Glass Half Full Or Half Empty? Forrester Report on Interactive Media

Steve Rubel rightly takes the “glass half full” position in yesterday’s post about the new Forrester report on interactive marketing. Despite a headline  on ClickZ which says the report shows that marketers are sticking with “proven” interactive media, the statistics show a different story. From Micropersuasion: 

• Ÿ 50 percent use or plan to use blogs or social networks
• Ÿ 47 percent use or plan to use RSS
• Ÿ 43 percent go or have gone mobile
• Ÿ 28 percent are doing or plan on doing advergaming or in-game ads

Regardless of ClickZ’s emphasis to the contrary, the astounding fact is that half of marketers are testing these new tools within their first year of inception. That represents an enormous shift from “Web 1.0” when it took several years for marketers to wholeheartedly embrace the Internet and online media as part of the overall marketing mix.

Steve Rubel’s interpretation of this importance of this is spot on:
 

“Marketers are going to have to shift from pushing messages out to guiding/facilitating peer-to-peer conversations.”

Maybe Web 2.0 means that marketers are learning to pick up the pace, and let consumers lead, to stop talking and start listening.

That alone would be revolutionary!

 

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