Forrester

For Marketing Leadership Professionals

Report:Improve With Simple Innovations

Continuous Improvement: The Email Marketing Playbook

This report for interactive marketers is part of Forrester's email marketing playbook and provides our current recommendations for how to continuously improve your email marketing programs. By...

• Downloads: 1083

For Marketing Leadership Professionals

Report:Using Paid And Earned Media Together

How Advertising Campaigns And Social Marketing Influence Each Other

While it's very helpful to categorize the different online media touchpoints into groups such as earned, owned, and paid media, it's important to recognize that all of these touchpoints influence...

• Downloads: 1013

For Infrastructure & Operations Professionals

Report:IT Service Management Case Study: Making The Transition From On Premises To SaaS With BMC

Good Practices When Migrating To An SaaS-Delivered ITSM Solution

How do you successfully move IT service management (ITSM) tool enablement from an on-premises model to a software-as-a-service (SaaS) model? A North American brand communications agency found itself...

• Downloads: 142

For Marketing Leadership Professionals

Report:Build An Integrated Messaging Approach

Road Map: The Email Marketing Playbook

This report provides a road map for interactive marketers responsible for email marketing. It will help you unify your customer view, organize your teams by customer instead of by channel, and...

• Downloads: 348

For Marketing Leadership Professionals

Report:Consumer Email Attitudes Improve

Consumers delete fewer email messages, integrate email promotions with personal emails, and forward promotional emails more today than in past years. But email marketers shouldn't be too smug about...

• Downloads: 409

For Marketing Leadership Professionals

Report:Balance User Needs With Business Goals

Strategic Plan: The Email Marketing Playbook

This report articulates a strategic plan for how interactive marketers can improve their email programs today and create humanized, integrated messages in the future. We recommend marketers build...

• Downloads: 249

For Marketing Leadership Professionals

Report:The New Messaging Mandate

Vision: The Email Marketing Playbook

This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why?...

• Downloads: 948

For Marketing Leadership Professionals

Report:Graduate From Email To Integrated Messaging

Executive Overview: The Email Marketing Playbook

The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

• Downloads: 448
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For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 905

For Marketing Leadership Professionals

Report:How To Defuse Digital Marketing Privacy Concerns

Stay Ahead Of Privacy Legislation By Creating A Value-For-Data Exchange

Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is...

• Downloads: 363

For Customer Experience Professionals

Client Inquiry:How Are Healthcare Companies Responding To And Using Social Media?

What is Forrester's take on how healthcare companies have responded to the rise of social media? How will healthcare companies gain traction in the social media space? What are good and the bad...

For Analyst Relations Professionals

Report:AR And Social Media, Part 2: AR In A Social World

Analyst relations (AR) people are fretting about the opportunities and threats posed by social media, their worries fed by uncertainty about which aspects of social media will be important and how....

• Downloads: 282
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For Sales Enablement Professionals

Report:Adapt Your Messaging And Campaigns For A Changing Workforce

Information Workers Are A New Buying Center For Enterprise Technology

Forrester proposed changing the term IT to BT several years ago to reflect the fact that information technology was now so pervasive to businesses that decision-making around the necessary...

• Downloads: 190

For Marketing Leadership Professionals

Report:Earned Media: The Intersection Of Interactive Marketing And PR

How Interactive Marketers Can Apply PR Best Practices To Succeed With Empowered Customers

Interactive marketers excel in paid and owned media but are often in uncharted waters when tasked with earning media through relationships with advocates and detractors. Thus, PR professionals are...

• Downloads: 622
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For eBusiness & Channel Strategy Professionals

Client Inquiry:Postmortem Of The US Online Holiday Season 2010

What works in digital marketing to drive online and in-store traffic for a consumer electronics retailer during the holiday period (October thru December); with a specific focus on Black Friday and...

For Marketing Leadership Professionals

Report:Better Triggers, More Relevance

How Interactive Marketers Must Make Digital Messaging More Engaging

As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But when...

• Downloads: 452

For Customer Insights Professionals

Report:The Intersection Of Customer Intelligence And Public Relations

How Social Intelligence Bridges The Gap Between Diverse Disciplines

Customer Intelligence and public relations aren't obvious bedfellows. The two teams sit on opposite sides of the marketing and strategy organization but share similar goals and will now share a...

• Downloads: 353
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For Customer Insights Professionals

Client Inquiry:Best-In-Class Highly Personalized Multichannel Communications Programs

What are some great examples of automated, highly personalized, multichannel communications programs? My company has a few programs in pilot mode, but it seems that this concept of highly automated,...

For Marketing Leadership Professionals

Report:The Forrester Wave™: Email Marketing Vendors, Q1 2012

Responsys, ExactTarget, And Experian CheetahMail Lead The Market

In Forrester's 37-criteria evaluation of email marketing vendors, we identified the six significant providers in this category — Epsilon, ExactTarget, Experian CheetahMail, Responsys,...

• Downloads: 1395
• Comments: 1
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For Marketing Leadership Professionals

Report:Value Your Subscribers More Accurately

Performance Management: The Email Marketing Playbook

This report, part of the email marketing playbook, provides interactive marketers with advice on email marketing performance management, with a focus specifically on list maintenance. We've outlined...

• Downloads: 588

For CMO Professionals

Report:Embed The Customer Life Cycle Across Marketing

Vision: The Customer Life-Cycle Marketing Playbook

Today's empowered customer has the world at her fingertips — literally — through the multiple keyboards and connections to opinions all throughout her day. The challenge for today's...

• Downloads: 441

For Marketing Leadership Professionals

Report:How To Integrate Email And Mobile Marketing

Marketers should format emails for convenient mobile access. Do this by following Forrester's principles of convenience — create mobile emails that are immediate, simple, and contextually...

• Downloads: 690

For eBusiness & Channel Strategy Professionals

Client Inquiry:Industry Pricing For SMS Services

We are a messaging vendor and are thinking about different ways to price our platform/services. What is Forrester's take on a plan?

For CMO Professionals

Report:Marketers Need To Put Money Where A Consumer's Mouth Is

How Consumers Discover New Brands, Products, And Services

This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

• Downloads: 254
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For Customer Insights Professionals

Report:Design A Social Intelligence Function

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and, most importantly, people to do the...

• Downloads: 574