CLICKZ — Despite the hype about social media and other emerging platforms, Publicis-owned interactive agency Razorfish has yet to invest to a degree that matches the excitement. A mere 4 percent of clients' 2009 media budgets went toward social media display ads last year, and even less went toward social media non-display formats. And social isn't the only buzzy category to pull comparatively meager spending. According to Razorfish's Outlook Report 2010, its annual breakdown of client media spending, a variety of emerging technologies like mobile, data reselling platforms, ad exchanges, and digital out-of-home signage each achieved well under 5 percent of overall media spending last year...

EMARKETER BLOG — We recently spoke with Jeremy Lockhorn, the director of emerging media and video innovation at Razorfish, about best practices for approaching mobile app development and the importance of thinking about apps as part of a larger mobile marketing ecosystem. Here’s a snippet from the full interview...

PR 2.0 — As we’re learning, many updates on Twitter, Facebook and other social networks are actually invitations for answers regarding brands. We’ve also discovered that 44% of users readily share brand-related information with others. And, as action speaks louder than words, 48% of those who came into contact with a brand name on Twitter and 34% on other social networks went on to search for additional information on search engines. Does this information in and of itself serve as an invitation for brands to engage? Most likely not. The invitation is delivered in the monitoring dashboards of those actively monitoring relevant conversations. Opportunities reveal themselves and also introduce a point of entry...