Forrester

For Marketing Leadership Professionals

Report:iPhone 4S Cements Apple's Product Strategy Leadership Position

Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty

Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple launched...

• Downloads: 372

For Customer Insights Professionals

Report:Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

• Downloads: 234

For CMO Professionals

Report:Breaking Down The Financial Barriers To Marketing Innovation

CMOs continue to fall short in marketing innovation. Most marketers experiment instead, putting the lion's share of their investment into testing one P of the marketing mix: promotion. While new...

• Downloads: 317

For Marketing Leadership Professionals

Report:Mobile Marketing: Not The Same On Tablets As On Smartphones

Effective mobile marketing begins with understanding how consumers use the two main types of mobile devices that can deliver rich marketing experiences: smartphones and tablets. This short report...

• Downloads: 1218
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For Marketing Leadership Professionals

Report:Mobile Marketing Metrics Best Practices

Navigating The Splintered Landscape Of Mobile Analytics

Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities...

• Downloads: 859
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For eBusiness & Channel Strategy Professionals

Report:Executing End-To-End Mobile Services

Best Practices: The Mobile eBusiness Playbook

Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "let's build an app." Instead, decisions like these should only be undertaken...

• Downloads: 851
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For Marketing Leadership Professionals

Report:Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Downloads: 37

For eBusiness & Channel Strategy Professionals

Report:The State Of Retailing Online 2012: Mobile And Tablet Commerce

Forrester partners with Shop.org annually to survey retailers on their attitudes toward and investments in the online retail channel. This year the research specifically probes mobile and tablet...

• Downloads: 1565
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For Sales Enablement Professionals

Report:Mobile Is A Mainstream Content Source For Tech Buyers

Deliver What They Want Where They Want It

Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

• Downloads: 265
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For Sales Enablement Professionals

Report:Top-Performing Tech Marketers Use Webinars As A Portal To The Buyer's Journey

Webinars Can Impact The Awareness Phase Even More Than Product Selection

Webinars are now a favored communications vehicle for tech marketers. The most successful tech marketers do more than just "create webinars" and demonstrate products; they position these events in...

• Downloads: 356

For Marketing Leadership Professionals

Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

• Downloads: 461

For Application Development & Delivery Professionals

Tool:Business Process Capabilities For Retail And Wholesale: NetSuite

For Marketing Leadership Professionals

Report:Four Steps To Tackle The Shift To The Customer Life Cycle

Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

• Downloads: 659
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For CMO Professionals

Report:TV And Video Advertising Is On The Upswing In 2012

Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

• Downloads: 725
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For eBusiness & Channel Strategy Professionals

Report:Boosting Revenue With Merchant-Funded Offers

eBusiness Execs At Banks And Card Providers Should Evaluate New Solutions

Increased regulation in the financial industry has altered traditional sources of fee revenue like debit card and overdraft protection fees. As a result, banks and credit card providers have been...

• Downloads: 433

For Marketing Leadership Professionals

Report:Testing Emerging Media: A B2B Framework

B2B marketers are beginning to introduce new digital tools like social media, mobile, and online video into their marketing mix. Nonetheless, many B2Bs lack a clear process for prioritizing and...

• Downloads: 711

For CMO Professionals

Tool:The Mobile Velocity Scorecard

For Marketing Leadership Professionals

Report:Interactive Marketing Priorities For SMBs

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with...

• Downloads: 776

For Marketing Leadership Professionals

Tool:PC And Mobile Internet Usage Growth

For Application Development & Delivery Professionals

Report:Boost Customer Lifetime Value Through Next Best Actions In Multichannel CRM

Modern business is all about honing your predictive powers to anticipate the best move at every stage of every business process — both customer-facing and back-office. Leading-edge...

• Downloads: 1168

For Marketing Leadership Professionals

Report:Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

ForecastView Spreadsheet

Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

• Downloads: 3
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For Marketing Leadership Professionals

Report:Agencies Deliver Strategic Mobile Display Expertise

The explosive growth of smartphones has created an opportunity for mobile display that marketers are beginning to realize. But confusion in the vendor landscape has led marketers to go straight to...

• Downloads: 523

For Application Development & Delivery Professionals

Tool:Business Process Capabilities For Retail And Wholesale: RightNow CX

For eBusiness & Channel Strategy Professionals

Tool:Percent Of Traffic From Mobile By Type Of Retailer

For eBusiness & Channel Strategy Professionals

Report:Mobile Technographics®: Australian Online Shoppers

Choosing The Right Approach For Your Target Consumers

Mobile commerce is growing in Australia at a rapid pace. To shape sensible strategies, Australian eBusiness professionals must understand the behavior of their customers. For example, they should...

• Downloads: 239