Forrester

For CMO Professionals

Report:The Post-Digital Rules Of Brand Building

Executive Overview: The 21st Century Brand Marketing Playbook

In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted...

• Downloads: 757
• Rating:

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Engage Phase) Survey, Q2 2012 (US)

Forrester conducted an online survey fielded in June 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence that...

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 522
• Comments: 3
• Rating:

For Customer Insights Professionals

Report:Organize For Social Intelligence

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions is a tricky practice. It takes the right combination of clarity of objective, business planning, technology, and, most...

• Downloads: 1038

For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

Delivering Utility At Speed To Perpetually Connected Customers

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

• Downloads: 538

For Marketing Leadership Professionals

Report:The New Interactive Agency Landscape

Agencies Reinvented As Mediators Will Win While The Rest Wither

The agency model is crumbling under the weight of continual innovation in digital channels, the changing media behaviors of the always-addressable customer, and marketers' frustration with a siloed...

• Downloads: 985
• Comments: 7
• Rating:

For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 519
• Rating:

For CMO Professionals

Report:The Corporate CMO's Renewed Strength

Large consumer-facing companies often have some mix of multiple layers of marketing: corporate, divisional, brand, regional, country . . . These layers are configured in different ways in different...

• Downloads: 297
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Report:2013 Planning Brief: Listen To Customers, Engage With Influencers

How To Build A B2B Influencer Engagement Initiative

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. B2B social marketers have begun to move beyond reactive responses to...

• Downloads: 271
• Rating:

For Marketing Leadership Professionals

Report:A Systematic Approach to Open Innovation Strategy

Strategic Plan: The Open Innovation Playbook

Despite the fact that economists, consultants, and business experts have been advocating for open innovation for more than a decade, product strategists indicate that most firms continue to struggle...

• Downloads: 361
• Rating:

For Application Development & Delivery Professionals

Report:TechRadar™ For AD&D Pros: Contact Center Solutions For Customer Service, Q2 2013

Landscape: The Contact Centers For Customer Service Playbook

Locking in customer loyalty via deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead. But navigating the...

• Downloads: 223

For Marketing Leadership Professionals

Report:Select The Right Interactive Agency In China

Vet Interactive Agencies Against Four Key Criteria To Effectively Drive Your Marketing In China

The opportunity for interactive marketing professionals to reach and win Chinese consumers via digital channels is enormous. But the threat of failure looms just as large for brands with a shallow...

• Downloads: 115
• Rating:

For Marketing Leadership Professionals

Report:Assess Your Co-Creation Readiness

Assessment: The Open Innovation Playbook

Product strategy professionals increasingly recognize the value of social co-creation engagements to involve the customer directly in the product development process and how this fits into the...

• Downloads: 883
• Comments: 1
• Rating:

For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

• Downloads: 1247
• Comments: 4
• Rating:

For Marketing Leadership Professionals

Report:The B2B Interactive Brand Ecosystem

Align Your Interactive Brand Ecosystem To The Customer Life Cycle

B2B interactive marketers' isolated experiments in emerging channels like social media and mobile marketing are often disconnected from bread-and-butter sales support and lead generation efforts. But...

• Downloads: 547
• Rating:

For CMO Professionals

Report:The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

• Downloads: 620
• Rating:

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: 834

For eBusiness & Channel Strategy Professionals

Report:Brand Engagement The Consumer Way

A Technographics® Data Essentials Report

Consumers connect with brands throughout the customer life cycle — they engage, discover, explore, and buy using a variety of channels. Companies today understand that engagement and positive...

• Downloads: 97

For Marketing Leadership Professionals

Report:Spotlight On Award-Winning Communities

Processes: The B2B Online Community Playbook

This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...

• Downloads: 506

For CMO Professionals

Report:It's Time To Put Shoppers Back Into Shopper Marketing

Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

• Downloads: 6

For CMO Professionals

Tool:The 21st Century Brand Building Self-Assessment

For CMO Professionals

Tool:Forrester's Shopper Marketing Achievement Scorecard

For CMO Professionals

Report:Invest In The Brand Building Experience

Business Case: The 21st Century Brand Marketing Playbook

In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders still need to convince their C-suite...

• Downloads: 374

For Customer Experience Professionals

Report:The Unified Customer Experience Imperative

Delivering Experience Excellence Across A Fractured Network Of Digital Touchpoints

Today's digital landscape is distributed across an array of touchpoints and devices. With customers able to interact through multiple channels at any given moment, firms need to ensure that they...

• Downloads: 1213
• Rating:

For Customer Insights Professionals

Report:Evaluate And Evolve Social Intelligence

Assessment: The Social Intelligence Playbook

Over the past four years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few actually...

• Downloads: 421
• Rating: