Marketers Not Ready for Social Networks and Video Games

Not a surprising situation for marketers to be wary of emerging media. Forrester shows us the numbers.

From AdWeek:

While professing interest in new Web channels like social networks and video games, most marketers have no plans to use the venues in the next year. Forrester Research, in a survey of 253 interactive marketers, found a reluctance to shift from more tried-and-true online channels like search and e-mail marketing.

While in-game advertising and advergaming has received much attention, 72 percent of marketers do not plan to use it in the next year. The story is the same for mobile marketing, which is used by 11 percent of respondents and 57 percent of whom say they do not plan to try it in the next year. Just 13 percent reported using blogs or social networks in marketing, and 49 percent said they had no plans to do so in the next year.

“There’s curiosity but not a lot of activity,” Shar VanBoskirk, a Forrester analyst, said. “At this point, they’re not ready or don’t have the resources or haven’t thought through how it works for their business.”

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About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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