Forrester

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...

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For Marketing Leadership Professionals

Report:2012 Interactive Marketing Predictions

Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...

• Downloads: 1676

For Marketing Leadership Professionals

Blog:Winners Of The 2012 Business-to-Consumer Forrester Groundswell Awards

A few minutes ago I had the pleasure of announcing the winners of the 2012 Business-to-Consumer Forrester Groundswell Awards at the Forrester eBusiness Forum in Chicago. I hope you’ll take a...

For Marketing Leadership Professionals

Blog:How will the Database of Affinity change marketing?

Last month I published new research on the Database of Affinity — a catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like...

For Marketing Leadership Professionals

Blog:Four Reasons Interactive Marketing Is Ready To Lead Your Brand

Brand marketers don’t spend much online. It’s been a long-time frustration for me, but it’s undeniably true: According to our most recent interactive marketing forecast, marketers...

For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 637

For Marketing Leadership Professionals

Blog:How Mature Are Your Mobile Marketing Efforts?

We're gearing up to write a lot of research about mobile marketing (and mobile content and mobile commerce) in the next few months -- and we'd love your help in benchmarking the state of the...

For Marketing Leadership Professionals

Tool:Brand Marketers Use In-Stream Ads Most Heavily

For Marketing Leadership Professionals

Report:Global Social Media Adoption In 2011

A Review Of Forrester's Social Technographics® Data From Around The World

Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country and...

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For Marketing Leadership Professionals

Report:Coordinate Your Social Marketing Stakeholders And Resources

Stakeholder Map: The Social Marketing Playbook

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

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For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

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For Marketing Leadership Professionals

Report:The State Of Online Video Advertising In 2011

Marketers Must Start Paying Attention And Stop Buying Bad Inventory

The more online video advertising matures, the more it resembles TV advertising. But if marketers aren't careful, the inventory they're buying can look like overnight rather than prime time. Too many...

• Downloads: 927

For Marketing Leadership Professionals

Blog:How To Build An Interactive Brand Ecosystem

A couple months ago I talked about the reasons interactive marketing is ready to lead your brand -- namely, that it offers scale that can compete with any other channel, it provides more...

For Marketing Leadership Professionals

Blog:Know About Interactive Marketing In China? We'd Like To Give You Some Free Data!

Yes, really. If you make decisions about your company's interactive marketing programs in China, I want to give you some data you probably don't have access to: Survey data on how your peers...

For Marketing Leadership Professionals

Report:Using Social Media To Create Mass Reach

The 2010 European Peer Influence Analysis Report

While most marketers struggle to generate reach through their social media marketing programs, a handful have unlocked the secret to finding large audiences: Mass Influencers. Our Peer Influence...

• Downloads: 985

For Marketing Leadership Professionals

Report:It's Time To Integrate Facebook Into Your Marketing Site

Using Facebook Login To Your Advantage

This report, originally written for eBusiness and channel strategy professionals, contains important insight and recommendations for interactive marketing professionals as well. Since the...

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For Marketing Leadership Professionals

Blog:Further Proof That Social Media Is A Mass Medium: The 2010 European Peer Influence Analysis Report

Earlier this year, Josh  Bernoff and Augie Ray introduced a new way to look at influential consumers called Peer Influence Analysis -- and showed off some great data from the US market to...

For Marketing Leadership Professionals

Blog:Why Apps Aren’t The Killer App For Mobile Marketing

It was more than 10 years ago that I listened to my first sermon about the growing importance of mobile as a marketing channel. It was late 2000 or early 2001; I was working at DoubleClick at...

For Marketing Leadership Professionals

Tool:Humor Is The Most Successful Creative Strategy For Viral Videos

For Marketing Leadership Professionals

Tool:Internet Banks' Customers Are By Far The Strongest Adopters Of Social Media

For Marketing Leadership Professionals

Report:The Forrester Wave™: Social Relationship Platforms, Q2 2013

The Eight Providers That Matter Most And How They Stack Up

In Forrester's 49-criteria evaluation of social relationship platform (SRP) vendors, we identified the eight most significant vendors — Adobe, Hearsay Social, salesforce.com's Buddy Media,...

• Downloads: 458

For Marketing Leadership Professionals

Blog:Which Social Media Marketing Metrics Really Matter? (And To Whom?)

We’ve been pretty vocal over the past couple of years about how marketers should define success in social media and (perhaps more importantly) how they shouldn’t define success. To put it...

For Marketing Leadership Professionals

Report:Objectives Are The Key To Social Strategy

Strategic Plan: The Social Marketing Playbook

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...

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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: 1750

For Marketing Leadership Professionals

Blog:Why Google - Not Facebook - Will Build The Database Of Affinity

Recently we described an idea called the database of affinity: A catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter....