Forrester

For Marketing Leadership Professionals

Report:How Interactive Marketers Must Shape The New Agency Management

The Digitization Of All Agencies: Marketers And Agencies Must Adapt To Manage Marketing Complexity

As agencies break free of traditional and digital marketing silos, interactive marketers can't afford to rely on conventional "bucketed" agency models without stunting the effectiveness of their...

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For Marketing Leadership Professionals

Report:Western European Search Engine Marketing Forecast, 2011 To 2016

Search Marketing Growth Rates Slow As Big Markets Mature

Growth in Western European search marketing spend will pace faster than that of the US. But from 2012 search spend will grow more slowly — particularly paid search advertising — than...

• Downloads: 269
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For Marketing Leadership Professionals

Report:How To Exploit The Database Of Affinity

And Why Google, Not Facebook, Will Dominate Affinity Marketing

Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up to...

• Downloads: 190
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For Marketing Leadership Professionals

Report:Tech Marketers Are Missing The Social Mark For Senior Decision-Makers

Senior Decision-Makers Are Heavy Users Of Social Media

B2B marketers like yourself must target their marketing strategies — including their approach to social — to their target audiences. When you target senior decision-makers with titles...

• Downloads: 270
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For Marketing Leadership Professionals

Client Inquiry:Email Marketing

What are the effects of different types of content on email campaigns, particularly video and social media, and what is the effect of personalization on email campaigns? Namely, what is the ROI and...

For Marketing Leadership Professionals

Report:Agency Roster Reboot

Prepare Now To Reconfigure Your Interactive Agency Roster In 2013

Interactive marketing has matured and mainstreamed as a key element of the marketing mix, but brands' relationships with their interactive agencies haven't. The continuing growth of interactive will...

• Downloads: 359

For Marketing Leadership Professionals

Report:B2B Groundswell Awards For Communities

Learn From The Winners About Best Practices To Emulate

Outstanding business-to-business (B2B) community and social marketers took a variety of approaches to community marketing in Forrester's 2012 B2B Groundswell Awards, and each of them has demonstrated...

• Downloads: 81

For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 637

For Marketing Leadership Professionals

Tool:Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Report:Forrester Research Search Engine Marketing Forecast, 2011 To 2016 (Western Europe)

ForecastView Spreadsheet

Spending on paid search and search engine optimization (SEO) for each of the 17 Western European countries. Includes historical data going back to 2001 for paid search plus a five-year forecast.

• Downloads: 1

For Marketing Leadership Professionals

Report:Asia Pacific Online Advertising Forecast, 2012 To 2017

China Dominates A Rapidly Growing Yet Cautious Market

By 2017, marketers advertising with online display and search media in India, Australia, South Korea, Japan, and China will grow their investments at a 23% compound annual growth rate (CAGR) to...

• Downloads: 168

For Marketing Leadership Professionals

Report:Case Study: HP Deploys A DMP To Harness Audience Data

Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data...

• Downloads: 375
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For Marketing Leadership Professionals

Report:Global Social Media Adoption In 2011

A Review Of Forrester's Social Technographics® Data From Around The World

Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country and...

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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...

• Downloads: 1081
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For Marketing Leadership Professionals

Report:How To Interact With Tech Community Members

Tech Marketers Can Guide BT Buyers To Positive Business Outcomes Through Community Interactions

Many tech B2B companies have realized that a strategy of "build the community and they will come" typically fails. Choosing the right content, understanding members' linkages and interactions, taking...

• Downloads: 257

For Marketing Leadership Professionals

Report:ForecastView — An Overview Of Our Global Forecasts

Forrester's ForecastView service provides reliable insight into the online, mobile, and emerging technology markets. It offers a framework for understanding market drivers and inhibitors and helps...

• Downloads: 3

For Marketing Leadership Professionals

Report:Forrester Research Search Engine Marketing Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Spending on paid search and search engine optimization (SEO) by companies. Paid search segmented by company size based on revenue and SEO spending segmented by company size based on website...

• Downloads: 6

For Marketing Leadership Professionals

Report:Under The Hood Of Social TV: Audio Fingerprinting

Keeping Marketing Content On Second Screens Relevant To What's On TV

As social TV continues to grow, so does the number of questions that clients ask Forrester about it. One crucial piece of this multiscreen puzzle: How can marketers ensure that their second screen...

• Downloads: 346

For Marketing Leadership Professionals

Report:The Future Of Digital Media Buying

Vision: The Digital Media Buying Playbook

Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship-marketing tactics and opaque ad networks with programmatic...

• Downloads: 2092

For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

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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: 602

For Marketing Leadership Professionals

Report:Scale Success with Programmatic Multichannel Media Buying

Continuous Improvement: The Digital Media Buying Playbook

This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...

• Downloads: 369

For Marketing Leadership Professionals

Report:Accelerate Your Social Maturity

Assessment: The Social Marketing Playbook

Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make...

• Downloads: 1947

For Marketing Leadership Professionals

Report:The Forrester Wave™: Bid Management Software Providers, Q4 2012

Kenshoo Leads, With IgnitionOne And Marin Software Following As Strong Performers

In response to growing demand for bid management software, Forrester evaluated this category in addition to two others in separate Forrester Waves™: search marketing agencies and SEO platforms....

• Downloads: 261
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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: 457