Forrester

For Marketing Leadership Professionals

Report:How B2B Marketers Use Social Now

Emerging Trends In B2B Social Marketing For 2013

Our data shows that social channels are key to the decision processes of your business-to-business (B2B) customers and prospects, so to avoid falling behind or missing emerging trends, you should...

• Downloads: 241

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: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:The Forrester Wave™: Interactive Attribution Vendors, Q2 2012

Visual IQ, Adometry, And ClearSaleing Lead The Category

In Forrester's 45-criteria evaluation of interactive attribution vendors, we identified and analyzed the eight significant providers in this category — Adobe, Adometry, C3 Metrics,...

• Downloads: 927
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For eBusiness & Channel Strategy Professionals

Report:Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know For 2012

As four of the largest and arguably most currently influential technology companies — Google, Amazon.com, Apple, and Facebook — continue to exhibit ambitious tendencies to capture...

• Downloads: 1808
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For Marketing Leadership Professionals

Report:The Forrester Wave™: Demand-Side Platforms, Q4 2011

MediaMath, Turn, and DataXu Vie For Top Honors

In Forrester's 48-criteria evaluation of demand-side platform (DSP) vendors, we found that MediaMath, Turn, and DataXu led the pack because of the breadth of their media access, the depth and acumen...

• Downloads: 1016

For Marketing Leadership Professionals

Report:Google Wallet Is Not About Mobile Payments

Google's statement that mobile payments are just getting started is correct. Its announcement on May 26, 2011, was another early salvo in what will be a long and hard-fought battle to change...

• Downloads: 1241

For Marketing Leadership Professionals

Report:Using Competitors' Trademarks In Your Paid Search Strategy

Best Practices For Competitive Branded Keyword Bidding

Recent changes to Google's trademark bidding policy across Europe have reopened the conversation around the opportunities and threats for companies bidding against competitors' brands. Most...

• Downloads: 330

For Marketing Leadership Professionals

Report:The Future Of Search Marketing

And What You Should Do About It

Search marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers. While we expect the future of search to extend...

• Downloads: 1693
• Comments: 1

For Marketing Leadership Professionals

Report:Engage Conversationalists Using The POST Framework

How To Create Social Media Strategies For Your Conversationalist Customers

With real-time and social search appearing in Google search results and Facebook surpassing Google in number of visits per day, marketers are realizing that earned media on social networks —...

• Downloads: 830

For CMO Professionals

Report:Why Google TV Is Bigger Than You Think

How TV Will Finally Become Interactive, At Scale

Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and Google...

• Downloads: 1515

For Marketing Leadership Professionals

Report:Quick Take: Google's UK Results Show There's Light At The End Of The Tunnel

A Preview Of Forrester's 2010 European Interactive Marketing Forecast

Few interactive marketers enjoyed 2009: The economy was in peril, consumer confidence was low, and for the first nine months European interactive marketing spending was down from the year before. But...

• Downloads: 144

For Marketing Leadership Professionals

Report:The Splinternet

Preparing For An Internet Fragmented By Devices And Passwords

The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

• Downloads: 1788
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For Marketing Leadership Professionals

Report:Favorite Online Brands Succeed On Traditional Brand Values

How Marketers Can Position Their Brands With Online-Friendly Attributes

Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as trustworthiness,...

• Downloads: 523

For Marketing Leadership Professionals

Report:Gen Y Points To A Mobile Future For Local Search

Search is a high-stakes business: Forrester estimates that the US search market overall is worth $15 billion in 2009, of which local advertising spend is nearly $4 billion. The companies vying for a...

• Downloads: 832

For Marketing Leadership Professionals

Report:Sidewiki: Dealing With Google's Land Grab

Your Best Defense Is To Build Your Own Social Site Features

Google announced Sidewiki, a product that allows users of Google's Toolbar to share their comments on any Web site. Just as we predicted, this endows all Web sites with social features and...

• Downloads: 353

For Marketing Leadership Professionals

Report:To Deliver The Vodafone 360 Strategy, Vodafone Becomes A Social Network And A Handset Maker

Vodafone 360 is a bold initiative that will affect every firm's Social Computing strategy. Vodafone aims to drive mobile Internet adoption, acquire new customers, and increase long-term customer...

• Downloads: 305