Forrester

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 431

For Marketing Leadership Professionals

Tool:Most Financial Firms Allow User Posts On Their Facebook Pages, But Few Respond

For Marketing Leadership Professionals

Report:Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

• Downloads: 1295

For Marketing Leadership Professionals

Blog:New Research Topic: How Can You Build A Successful Brand Online?

This quarter I'll be writing a report on the rise of the digital brand -- focused on how interactive tools have changed the ways in which we convey the meaning of our brand to our customers,...

For Marketing Leadership Professionals

Tool:Online Users Are Facing A Tidal Wave Of Social Content

For Marketing Leadership Professionals

Blog:Facebook Graph Search: Important But Boring

I followed along as Facebook made its 'big announcement' today, and found myself torn. I think that Facebook Graph Search is: Really important. It's important because it makes Facebook a...

For Marketing Leadership Professionals

Report:The ROI Of Social Marketing

Business Case: The Social Marketing Playbook

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

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For Marketing Leadership Professionals

Blog:Identifying — And Defeating — Social Clutter

Something amazing has happened to social media in the past couple of years: Overall adoption of social technologies has effectively reached saturation. We're now at the point where more than 80% of...

For Marketing Leadership Professionals

Blog:Should You Bid On Competitors' Trademarks?

Recently, Google changed its policies to allow European marketers to bid on other companies' trademarks — but surprisingly, the floodgates haven't opened yet. In fact, we're not...

For Marketing Leadership Professionals

Report:Social Media Marketing In China

How And Where To Tap Into China's Hypersocial Online Population

Chinese online adults are among the most socially active we survey anywhere in the world — so if you're aiming to reach Chinese audiences you'd be wise to invest in social media. But this...

• Downloads: 330
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For Marketing Leadership Professionals

Blog:It's Time To Make Facebook Marketing Work

Nearly a billion people around the world use Facebook — and it's no surprise marketers are chasing all those users. In fact, Facebook says 96 of the top 100 marketers are on the site....

For Marketing Leadership Professionals

Blog:The Right Way To Globalize Your Interactive Marketing Programs

I have a tailor named James. Well, I say I have a tailor, but in truth I’ve only commissioned one item – a jacket – and it’s not done yet. I had an initial fitting about 10...

For Marketing Leadership Professionals

Blog:Is Google+ Going To Kill Facebook?

You'll have to forgive Facebook if they woke up this morning thinking the sky was falling; if they were subject to the same avalanche of news, comments, and questions about Google+ as the rest of...

For Marketing Leadership Professionals

Report:Using Social Media To Create Mass Reach

The 2010 European Peer Influence Analysis Report

While most marketers struggle to generate reach through their social media marketing programs, a handful have unlocked the secret to finding large audiences: Mass Influencers. Our Peer Influence...

• Downloads: 984

For Marketing Leadership Professionals

Report:Push Traditional Budgets Online In Emerging Markets

Interactive Marketing Is The Best Way To Reach Attractive Consumers In The BRICs And Beyond

Interactive marketing often takes a back seat in emerging markets, a victim of the low online penetration in these countries and of local marketing teams who lack experience with interactive tools....

• Downloads: 254
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For Marketing Leadership Professionals

Blog:Why Google - Not Facebook - Will Build The Database Of Affinity

Recently we described an idea called the database of affinity: A catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter....

For Marketing Leadership Professionals

Blog:Further Proof That Social Media Is A Mass Medium: The 2010 European Peer Influence Analysis Report

Earlier this year, Josh  Bernoff and Augie Ray introduced a new way to look at influential consumers called Peer Influence Analysis -- and showed off some great data from the US market to...

For Marketing Leadership Professionals

Tool:Nearly Twice As Many People Share UGC Video As Share Marketer-Created Video Content

For Marketing Leadership Professionals

Blog:How Does Your Company Manage Social Media Across Multiple Countries?

Working in Europe, I'm constantly hearing about social media programs designed for one country accidentally reaching users in other countries -- especially when they're done in English....

For Marketing Leadership Professionals

Tool:PNC Bank Customers Are The Most Engaged With Several Key Social Behaviors

For Marketing Leadership Professionals

Report:The Global Social Imperative

Targeting Your Social Media Marketing Programs By Country And Language

The groundswell has gone global: The majority of users on sites like Facebook and Twitter now come from outside the US, and if your social media content reaches the wrong audience, you risk...

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For Marketing Leadership Professionals

Report:Coordinate Your Social Marketing Stakeholders And Resources

Stakeholder Map: The Social Marketing Playbook

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

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For Marketing Leadership Professionals

Report:Social Media Marketing For Financial Services

How To Navigate The Regulatory Minefield And Build Effective Social Media Programs

Financial services firms are beginning to adopt social technologies: In fact, we found that 79% of companies in the industry have some social media presence. But, held back by regulatory concerns and...

• Downloads: 1873

For Marketing Leadership Professionals

Report:Defeating Social Clutter

Strategies For Connecting With Increasingly Overwhelmed Audiences

As consumers' use of social media matures, a new challenge faces marketers: connecting with their target audiences in increasingly cluttered social platforms. Many interactive marketers are falling...

• Downloads: 743

For Marketing Leadership Professionals

Report:Objectives Are The Key To Social Strategy

Strategic Plan: The Social Marketing Playbook

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...

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