Forrester

For Marketing Leadership Professionals

Report:Brands And Social Networking — A Recipe For Consumer Engagement

Forrester Technographics Digital Consumer Community Report, February 2012

Pleasing consumers is becoming increasingly difficult, and the experiences encountered while buying a product can make or break a brand’s reputation with its consumers. One bad experience can...

• Downloads: 6

For Marketing Leadership Professionals

Report:Start To Play With Social Gamers

Social Gaming Provides A Ripe Marketing Opportunity

Eighty-four percent of US interactive marketers have no plans to use games in their 2011 marketing strategies, making social gaming a large, untapped opportunity for marketers. Marketers should start...

• Downloads: 826

For Marketing Leadership Professionals

Report:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1016

For Marketing Leadership Professionals

Report:Smartphone Platforms Need A Branding Reset

US Consumers Have Little Clue About Their Phone's Software

In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from...

• Downloads: 719

For eBusiness & Channel Strategy Professionals

Report:Essentials To Planning A Successful Support Community

eBusiness professionals who are preparing to launch a support community frequently come to a stark realization: A support community is a complex undertaking. Forrester has spoken with B2B and B2C...

• Downloads: 436

For Marketing Leadership Professionals

Tool:Mass Influencers' Influence Is Not Just Online But Offline As Well

For Marketing Leadership Professionals

Report:Let Your Product Do The Talking

Build Your Brand With A Product Experience Platform

As the effectiveness of traditional communications vehicles continues to decline, marketers must think differently about brand building. Forrester has identified that consumers are tuning out...

• Downloads: 633
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For Marketing Leadership Professionals

Tool:BlackBerry And Apple Dominate The US Smartphone Market Today

For Marketing Leadership Professionals

Tool:Consumers Are Media Multitaskers

For Marketing Leadership Professionals

Tool:Online Users Are Facing A Tidal Wave Of Social Content

For Marketing Leadership Professionals

Report:Brand Loyalty Isn't Enough For Products Anymore

Product Strategists Must Build Total Product Experiences To Combat Consumers' Declining Brand Loyalty

Brand loyalty has long been a critical pillar of product strategy, but its power is in relative decline. Technology and a recessionary economy have threatened the value of brand loyalty, especially...

• Downloads: 663
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For Marketing Leadership Professionals

Report:Customize Your Interactive Brand Ecosystem

Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

• Downloads: 629
• Comments: 1

For Marketing Leadership Professionals

Report:Twitter: The Public Forum For Your Brand

How Interactive Marketers Should Tap Twitter For Real Business Results

With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

• Downloads: 665
• Comments: 1
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For Marketing Leadership Professionals

Report:Boost Your Content Ecosystem With Video

How To Use Online Video Content To Drive Results

Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Downloads: 550

For CMO Professionals

Report:Visible Value Differentiates Brands And Drives Loyalty

Consumers Define Which Aspects Of The Brand Experience Are Critical

Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

• Downloads: 551

For CMO Professionals

Report:Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

• Downloads: 439

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: 827

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: 831

For Marketing Leadership Professionals

Report:Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Downloads: 37

For Marketing Leadership Professionals

Report:US Online Hispanics: A Demographic Overview

North American Technographics®

This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile device...

• Downloads: 61

For Marketing Leadership Professionals

Report:Drive Higher Brand Engagement On Mobile Devices

Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer

Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

• Downloads: 590

For Marketing Leadership Professionals

Tool:Mass Influencers Have More Trust in Company And Brand Communications

For Marketing Leadership Professionals

Tool:Marketers' Efforts To Build Awareness Are Spread Across A Long Tail Of Media Channels

For Marketing Leadership Professionals

Report:Understand Immediacy, Simplicity, And Context

Processes: The Mobile Marketing Playbook

This report highlights the key principles of mobile experience that interactive marketers must weave into the process of crafting mobile marketing strategies. More people own smartphones than ever...

• Downloads: 1381
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For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 169