Shakeout ahead for Web 2.0?


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Forrester said the sourcing behavior of customers, whether business or consumer, has moved too far into “intense” digital silos of interest for marketers to abandon central means of reaching them. In the end, marketers' decisions to use experimental outreach, which relies on subtle impressions and credibility, may be trumped by the basic need to drive revenue. “Marketers never respond in balanced ways,” Hotchkiss said. “The fact is, the pendulum has been way too far on the branding side for too long.” M
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