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For Marketing Leadership Professionals

Blog:Guest Post: James McDavid On How Smirnoff's "Nightlife Exchange" Brought Social Media Offline

I've always loved examples of the crossover between online and offline influence; my 2009 report The Analog Groundswell contains some of my favorite examples of that overlap. Our new...

For Marketing Leadership Professionals

Tool:How Can You Appeal To Those Of Your Consumers Who Are Watching Online Video?

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: 432

For Marketing Leadership Professionals

Report:US Consumer Tablet Forecast Update, 2011 To 2016

Low-Cost Disruptors Expand Tablets' Addressable Market

With 55 million iPads sold through December 2011, and an estimated 5.5 million Amazon Kindle Fires sold in their first quarter on the market, tablets have gained unstoppable momentum. Forrester...

• Downloads: 1504
• Comments: 3
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For Marketing Leadership Professionals

Blog:Facebook Is Social Media Heroin, And That Puts It At Risk -- Or Does It?

We humans can have all sorts of addictions.  Some researchers believe that addictions may be positive -- such as to jogging or meditation -- but of course many addictions are negative. ...

For Marketing Leadership Professionals

Report:How To Measure The Brand Impact Of Paid Search

Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on...

• Downloads: 540

For Marketing Leadership Professionals

Blog:Four Signs Social Media Is Now A Mass Medium

One common complaint I hear from marketers is that social media is not (yet) a mass medium. For example, the circulation for Cosmopolitan is 3 million, while the magazine counts just 700,000...

For Marketing Leadership Professionals

Tool:Scores Vary Significantly By Industry Vertical

For Marketing Leadership Professionals

Survey:North American Technographics® Telecom And Devices Online Survey, Q4 2012 (Canada)

Forrester conducted an online survey fielded in September 2012 of 5,485 Canadian individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 5,485), there is 95%...

For Interactive Marketing Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

The Nine Providers That Matter Most And How They Stack Up

Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

• Downloads: 251

For Marketing Leadership Professionals

Report:Navigate The Mobile Opportunity With Strategic Partnerships

Landscape: The Mobile Marketing Playbook

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more...

• Downloads: 729

For Marketing Leadership Professionals

Report:Why Care About Combination Clickers

The Most Valuable Searchers Click On Both Paid And Natural Listings

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and...

• Downloads: 297
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For Marketing Leadership Professionals

Blog:Three Biases That Prevent Social Media Gurus From Objectively Evaluating New Social Tools

Yesterday Facebook released new tools to help improve users’ control of Facebook sharing and data.  The reaction to these new tools has been generally very positive (and, in my opinion,...

For Marketing Leadership Professionals

Blog:TV Advertising Goes Cross-Channel: Threat or Opportunity?

I just wrapped up my report on the future of television: “Digital Disruption Rattles the TV Ad Market.” And, while I was interviewing and exchanging views with advertisers and senior TV...

For Marketing Leadership Professionals

Report:Forrester Research Mobile Media And Messaging Forecast, 2010 To 2015 (Western Europe)

ForecastView Spreadsheet

Mobile Media And Messaging Forecast (Western Europe): Total SMS and MMS volume. Usage of and revenue generated from ring tones and ringback tones, mobile gaming, and mobile video. Distribution of the...

For Marketing Leadership Professionals

Blog:Tablet News From Apple, HP, Samsung: Forrester's Take

As September closes and the holiday shopping season approaches, we expect near-daily developments in the burgeoning tablet market, and this week didn't disappoint. Here's our take on the...

For Marketing Leadership Professionals

Report:When To Hire A Social Media Boutique Agency

For Social Media Success, Plan To Bring A Specialist Into The Mix

Agencies play a critical role in your social media marketing's success. But the agency space is crowded and few do it all well, forcing interactive marketers to patch together a portfolio of...

• Downloads: 331

For Marketing Leadership Professionals

Report:Forrester Research Online Paid Content Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Includes audience, buyers, and revenues for online content, including news, business and finance, sports, games, video, and music for the US. Includes historical data going back to 2009...

• Downloads: 3

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 238

For Marketing Leadership Professionals

Report:Consumer "Ad-itudes" Stay Strong

Better Trust Will Improve Ad Response

Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

• Downloads: 487

Discussion:Best Practices For Display Marketing

For Marketing Leadership Professionals

Tool:CPG Sites Score Below The Industry Averages

For Marketing Leadership Professionals

Blog:The Forrester SSP Wave Is Now Live

Forrester clients can see the research here. It’s been a couple years since SSPs (and their buy-side cousin DSPs) were truly the rage in ad tech investor circles; nonetheless, they remain more...

For Marketing Leadership Professionals

Blog:Storytelling And The Last Milliseconds

Last week, I participated in AdExchanger’s first-ever conference, which focused on the overall theme of “human-centered automation.” As a human who’s spent the past five...

For Marketing Leadership Professionals

Tool:Tablet Buyers Are Heavy Online Media Consumers