10,000 Marshmallows Links 2008-02-13

Josh Bernoff: Strategies For Interactive Marketing In A Recession

“Many economists now believe we are in, or approaching, an economic
recession. In the last recession, online spending cratered along with
the rest of the advertising industry. But since interactive marketing
programs are now fueled by measurable results, not dot-com madness, we believe that they can thrive in a recession. Social applications in
particular, such as communities and social networking sites, are
cost-effective and have a measurable impact on prospects’ decisions in
the consideration stage, which will be important to companies under
recessionary pressures. Interactive marketers should stop toe-dipping
and invest only in programs that can deliver on measurable metrics.”

Josh Bernoff: Why Social Applications Will Thrive In A Recession

“Budgets are tight in light of the economic conditions as you surmise,
but [the budget for social applications] has not been impacted. We are
still keen to move forward with our trial and have support….at this
point anyway. Interactive in general has been more protected than other comms areas and saw an increase.”

ADWEEK: Social Media to Weather Recession

“According to the Forrester Research report, marketer moves into areas
like word of mouth, blogging and social networking will withstand
tightened budgets. In contrast, marketers are likely to decrease
spending in traditional media and even online vehicles geared to
building brand awareness. Those findings stand in contrast to the
previous economic downturn, when spending on Internet advertising
cratered as marketers turned to tried-and-true media.”

Tom Foremski: The Influence Of The Blogosphere Boosts Salesforce By Over Half-A-Billion Dollars

“It always fascinates me to see how stories move through the blogosphere and into mainstream media. It is always interesting to watch what I sometimes term the “trajectory of ideas” within the mediasphere and the ripples of influence.”

Lucas McDonnell: Forums versus wikis: wikis often lose.

“Back in September of last year, I talked about some general questions people should ask before setting up a wiki. The very first question I asked was: ‘is a wiki the best technology for what I am seeking to accomplish?.” That may not always be an easy question to answer.”

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