Forrester

For Marketing Leadership Professionals

Report:2013 Interactive Marketing Predictions

The Ultra-Connected Customer Will Upturn Marketing

In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

• Downloads: 620

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Engage Phase) Survey, Q2 2012 (US)

Forrester conducted an online survey fielded in June 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence that...

For CMO Professionals

Report:Consumers Demand More From 21st Century Brands

Landscape: The 21st Century Brand Marketing Playbook

Empowered consumers threaten the traditional building blocks of brand equity, as they have greater influence than ever over brand preference, recommendation, and pricing power. In February 2012,...

• Downloads: 394
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For CMO Professionals

Report:How To Engage Your Omnichannel Consumer

Brand Engagement The Consumer Way

The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

• Downloads: 440

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 458
• Comments: 3
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For CMO Professionals

Report:Four Steps To Build Your Brand Experience

Road Map: The 21st Century Brand Marketing Playbook

Once the brand has its strategic bearings laid out — the North Star, the experience map, and its brand compass — it's time to cast off and start thinking about how to plan for the brand...

• Downloads: 420
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For Marketing Leadership Professionals

Report:Make The Switch To The Customer Life Cycle

Strategic Plan: The Customer Life-Cycle Marketing Playbook

The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer life...

• Downloads: 991

For CMO Professionals

Report:Chart A New Course For Your Brand

Strategic Plan: The 21st Century Brand Marketing Playbook

In order to build and preserve brand equity in the face of higher consumer expectations and support 21st century brand marketing, CMO and marketing leadership professionals must develop a strategic...

• Downloads: 412
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For Marketing Leadership Professionals

Report:2013 Planning Brief: Listen To Customers, Engage With Influencers

How To Build A B2B Influencer Engagement Initiative

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. B2B social marketers have begun to move beyond reactive responses to...

• Downloads: 262
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For Customer Insights Professionals

Tool:Forrester Wave™: Enterprise Listening Platforms, Q2 '12

For CMO Professionals

Report:Benchmark Your Brand Building Capabilities

Benchmarks: The 21st Century Brand Marketing Playbook

In 2012, Forrester surveyed marketing leaders to get a pulse on their progress toward successfully building 21st century brands. The results show that marketers are in the early stages of 21st...

• Downloads: 292

For Customer Insights Professionals

Report:Uncovering The Value Of Social Intelligence For B2B Companies

Business-to-business (B2B) companies that do not already have a social media strategy or a listening platform are at risk of being left behind. While social media and business-to-consumer (B2C)...

• Downloads: 312
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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: 257
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For Customer Insights Professionals

Playbook:The Social Intelligence Playbook

Leverage Social Data To Elevate Customer Intelligence

Social media's prevalence across the Web gives consumers and brands a new way to connect online. But while most businesses know the importance of social media, most are missing opportunities by not...

For eBusiness & Channel Strategy Professionals

Report:How Consumers Discover New Brands, Products, And Services

A Technographics® Data Essentials Report

Discovery is the first phase of the customer life cycle — it's the crucial time when consumers first find out about new brands, products, and services. If the "Discover" phase is successful,...

• Downloads: 100

For CMO Professionals

Report:Marketers Need To Acquire Adaptive Skill Sets

Organization: The Marketing Mix Optimization Playbook

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

• Downloads: 600

For Marketing Leadership Professionals

Report:Extend Your Marketing Into Games

See Through The Myths, And Tap Games As A Medium For Marketing

Are you looking to deliver interactive, integrated marketing messages and advertising to reach an attractive, broad base of users in a medium where emotional response is predictable and guaranteed?...

• Downloads: 162
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For Marketing Leadership Professionals

Survey:North American Technographics® Brand Compass Survey, Q1 2013

Forrester conducted an online survey fielded in February 2013 of 4,575 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,575), there is 95% confidence...

For Marketing Leadership Professionals

Report:Build A Push And Pull Social Marketing Process

Organization: The Social Marketing Playbook

To prepare for the future of interactive marketing, as marketers you must follow the CORE directive to: customize marketing experiences, optimize decisions and processes, respond to changing market...

• Downloads: 970
• Comments: 3

For Customer Experience Professionals

Report:Implement Your Digital Customer Experience Strategy

Road Map: The Digital Customer Experience Improvement Playbook

This report is an update to "How To Build An Implementation Road Map For Your Digital Customer Experience Strategy" originally published on August 11, 2011. In a world of proliferating digital...

• Downloads: 1769
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For Marketing Leadership Professionals

Report:Social Marketing Spending In 2011

Benchmarks: The Social Marketing Playbook

Despite the tremendous hype and even some pockets of success, our most recent social media benchmarking survey shows that social marketing is still at an early stage. In fact, most interactive...

• Downloads: 2005
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For CMO Professionals

Report:Invest In The Brand Building Experience

Business Case: The 21st Century Brand Marketing Playbook

In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders still need to convince their C-suite...

• Downloads: 350

For Interactive Marketing Professionals

Tool:Forrester Wave™: Social Relationship Platforms, Q2 '13

For Marketing Leadership Professionals

Report:Power Your Brand Ecosystem With Social Media

Vision: The Social Marketing Playbook

You already know your audience uses social media; one minute they're planning vacations on Twitter and the next they're toppling governments with the help of Facebook. And because your customers use...

• Downloads: 1022
• Comments: 2
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For Marketing Leadership Professionals

Report:Spotlight On Award-Winning Communities

Processes: The B2B Online Community Playbook

This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...

• Downloads: 493