Forrester

For Marketing Leadership Professionals

Report:Interactive Marketing Priorities For SMBs

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with...

• Downloads: 778

For Marketing Leadership Professionals

Report:Introducing Forrester's Email Marketing Security Review

In 2011, marketer-collected data — specifically email addresses — became the target of highly sophisticated hacking scams launched against businesses and email marketing service...

• Downloads: 132

For Marketing Leadership Professionals

Report:The Forrester Wave™: Email Marketing Vendors, Q1 2012

Responsys, ExactTarget, And Experian CheetahMail Lead The Market

In Forrester's 37-criteria evaluation of email marketing vendors, we identified the six significant providers in this category — Epsilon, ExactTarget, Experian CheetahMail, Responsys,...

• Downloads: 1428
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Tool:Determine The CORE Directive Most Critical For You

For Marketing Leadership Professionals

Report:Case Study: Blue Shield Of California Drives Leads With Mobile Search

Blue Shield of California (Blue Shield) trialed mobile search marketing after noticing an increase in quote requests from mobile visitors. What can you learn from its early initiative in this space?...

• Downloads: 339

For CMO Professionals

Report:How To Organize For The Digital Future

Assign An Owner To Digital Strategy, Governance, And Execution

To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

• Downloads: 625
• Rating:

For Marketing Leadership Professionals

Blog:Interactive Marketing Spend Will Near $77 Billion By 2016

By 2016, advertisers will spend $77 billion on interactive marketing – as much as they do on television today.  Search marketing, display advertising, mobile marketing, email marketing,...

For Marketing Leadership Professionals

Report:How Consumers Find Websites In 2011

And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

• Downloads: 835

For Marketing Leadership Professionals

Blog:Epsilon's Data Breach Raises Awareness Of Cyber Crime

By now, you've all heard about Epsilon's April 1 data breach — an unauthorized party accessed a subset of Epsilon's email clients' data. My colleague Dave...

For Marketing Leadership Professionals

Client Inquiry:Search Optimization

I am interested in search optimization, specifically long-tail search (finding the data that supports a term that is under-optimized but has a big impact, not a ton of traffic on a few sites)....

For Marketing Leadership Professionals

Report:When To Pick A Niche Email Vendor

Even the best email marketing service providers with the broadest relevance can't suit every possible marketer situation. This report: 1) identifies when you should consider other vendor options in...

• Downloads: 255

For Marketing Leadership Professionals

Report:Consumer Email Attitudes Improve

Consumers delete fewer email messages, integrate email promotions with personal emails, and forward promotional emails more today than in past years. But email marketers shouldn't be too smug about...

• Downloads: 411

For Marketing Leadership Professionals

Report:The New Interactive Marketing Maturity Model

How CORE Can Help Improve Your Interactive Sophistication

Interactive marketer maturity today looks strikingly like it did when we introduced our original interactive marketing maturity model in 2008. This is likely due to increased market complexity and...

• Downloads: 724

For Marketing Leadership Professionals

Blog:Yandex Taps Growing Russian Search Marketing Opportunity

I met yesterday with Preston Carey, the head of business development for Russian search engine Yandex. Full disclosure: Carey and Yandex originator John Boynton are both Forrester alumni, but...

For Marketing Leadership Professionals

Blog:Benchmark Your Interactive Marketing Maturity

  Live today is Forrester’s new free benchmarking tool that can help you compare your company’s interactive marketing budget and organization against your peers’. Simply answer...

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: 560

For Marketing Leadership Professionals

Blog:Actual Interactive Marketer Predictions For 2011

A few weeks ago, I had lunch in Chicago with several members of Forrester's Interactive Marketing Council.  Chris Gorz, Hospira Steve Furman, Discover Financial Services David Blanchard,...

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: 2138

For Marketing Leadership Professionals

Blog:Best Buy CTO Shares How Marketing And IT Should Collaborate

I’m co-presenting next week at Forrester’s first-ever CIO/CMO Forum with my colleague Craig Symons, a VP and Principal Analyst from Forrester’s IT client group.  We’re...

For Marketing Leadership Professionals

Report:How US Marketers Use Email

Landscape: The Email Marketing Playbook

Forrester periodically surveys marketers to get a pulse on how they employ the most veteran of tools in their interactive toolkits — email. We've found that more business-to-consumer (B2C) than...

• Downloads: 945

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: 815
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Blog:Direct Marketers Share Smart Online Lessons

My colleague Sarah Takvorian attended the New England Direct Marketing Association’s (NEDMA) spring Marketing Technology Summit in Boston. Here are the lessons learned in Sarah’s...

For Marketing Leadership Professionals

Report:Mobile Marketing — A Forrester Compilation

More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

• Downloads: 327
• Rating:

For Marketing Leadership Professionals

Client Inquiry:Google SEO

What are all of the known elements that go into Google's results ranking beyond the basic keyword-embedding and purchasing a spot at the top of the results list? The root of this question comes from...

For Marketing Leadership Professionals

Blog:Kicking Off Forrester's Search Marketing Wave(s)

I’m doing it.  Waving three vendor categories at the same time.  And I can’t wait (seriously, no satire intended.) For those of you less familiar, Forrester’s Waves are...