Forrester

For Marketing Leadership Professionals

Report:Benchmark Your Interactive Marketing Maturity

Five Key Metrics For Tracking Progress

Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

• Downloads: 808
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For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 714
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For Marketing Leadership Professionals

Report:Build An Empowered Media Buying Team

Organization: The Digital Media Buying Playbook

Long-term, digital media buying success requires a commitment to the right partnerships, staffing, and organizational structure. The organization report in the digital media buying playbook will help...

• Downloads: 221

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 852

For Marketing Leadership Professionals

Report:A Measurement Maturity Framework For Interactive Marketers

Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results...

• Downloads: 355

For Marketing Leadership Professionals

Report:2011 Interactive Marketing Predictions

Reorganize To Tear Down Channel Ghettos And Focus On The Customer

Flush with cash, interactive marketers will experiment aggressively in 2011, using the careful planning and execution learned in the recent downturn to increase the success rate of innovations. Look...

• Downloads: 1512

For Marketing Leadership Professionals

Report:Use Interactive Marketing Dashboards To Improve Decision-Making

How To Plan, Build, And Optimize Your Dashboards

Deluged with data, interactive marketers wrestle with summarizing and communicating information. Essential life jackets in this raging sea: well-crafted dashboards. They help interactive marketers...

• Downloads: 814

For Marketing Leadership Professionals

Report:The Interactive Brand Ecosystem

Put Interactive Marketing At The Heart Of Your Branding Campaigns

Your customers have entered an era of interactivity; it's time for your branding campaigns to catch up. Rather than continue to develop your brand in 30-second snippets and hope you can build a...

• Downloads: 1736

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: 982

For Marketing Leadership Professionals

Report:How B2B Firms Can Improve Their Email Marketing

B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

• Downloads: 552

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

Report:Mix Art And Science For Marketing Success

Vision: The Marketing Mix Optimization Playbook

Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with this increasing complexity. For CMOs and senior marketers, all of these new...

• Downloads: 382
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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: 1912

For Marketing Leadership Professionals

Report:The Future Of Interactive Marketing

How Embracing CORE Directives Will Help You Foster Adaptability

Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

• Downloads: 2131

For Marketing Leadership Professionals

Report:Building A Better Digital Media Strategy

Strategic Plan: The Digital Media Buying Playbook

Moving to greater digital media buying maturity requires a plan that improves your practice across all four foundational pillars of maturity over the long term: organization, planning and execution,...

• Downloads: 447
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For Marketing Leadership Professionals

Report:The State Of Social Media Marketing In Europe, 2011

Measurement And Staffing Challenges Keep Social From Taking Off

As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure the...

• Downloads: 587

For Marketing Leadership Professionals

Report:Digital Marketing: The Future Of Mobile Is Context

Mobile Transforms How Interactive Marketers Engage With Customers

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the...

• Downloads: 1395

For Marketing Leadership Professionals

Report:Mobile Location Becomes Invisible

No Longer A Service, Location Will Be Embedded In Mobile Products

eBay's recent acquisition of Where and Groupon's acquisition of Whrrl show how two Internet pure players looking to develop mobile transactions plan to integrate new location-based features into...

• Downloads: 648

For Marketing Leadership Professionals

Report:The Right Way To Globalize Your Interactive Marketing Programs

Provide Each Local Team With The Right Mix Of Assets And Support

There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a...

• Downloads: 331

For Marketing Leadership Professionals

Report:Organizing For Interactive Marketing

You Should Prepare For A Distributed Organizational Model — Here's How

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

• Downloads: 1249

For Marketing Leadership Professionals

Report:Score Your Mobile Marketing Maturity

Assessment: The Mobile Marketing Playbook

This report for interactive marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of interactive marketers...

• Downloads: 289
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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...

• Downloads: 329
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For Marketing Leadership Professionals

Report:Organize For The Always Addressable Customer

Vision: The Interactive Marketing Agency And Organization Playbook

This report in the interactive marketing agency and organization playbook lays out Forrester's vision for how you should organize internally and in relation to your agency partners: Move from a...

• Downloads: 256

For Marketing Leadership Professionals

Report:Keep Up With Advertiser Targeting Demands

Publishers Must Expand Ad Products To Address Advertiser DMP Adoption

Advertisers are adopting data management platforms (DMPs) and planning for more sophisticated audience targeting tactics, including the use of first-party advertiser data. These tactics will put...

• Downloads: 350

For Marketing Leadership Professionals

Report:How Interactive Marketers Should Ask Users For Data

Best Practices To Make The Most Of Explicit Data Collection

Data provided directly by customers and prospects is an essential driver of interactive marketing success. But in today's rapid-fire digital landscape, inconsistent standards, technical complexity,...

• Downloads: 543