Forrester

For Marketing Leadership Professionals

Blog:Want To Launch Mobile App? Ask Yourself The Tough Questions

Mobile website or mobile app? It's not only a common question from marketers -- it’s also the wrong question to ask. So let’s get this out of the way first, interactive marketers: You...

For Marketing Leadership Professionals

Report:Marketing Via Geosocial Apps: Why And How

Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

• Downloads: 582

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: 666
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For Marketing Leadership Professionals

Blog:Just Published: A Forrester Wave™ For Mobile Marketing Strategy

We’ve all seen the headlines:  2010 2011 2012 is the year of mobile!  Mobile marketing spend will outpace email search display!  Jump on the bandwagon now or else!   ....

For Marketing Leadership Professionals

Blog:Mobile Marketers: I'm Looking For You!

Those of you who know my research won’t be surprised to learn that I’m currently working on a collection of mobile marketing reports that will eventually make up our mobile marketing...

For Marketing Leadership Professionals

Blog:Google Search Gets Social- What it Could Mean for Marketers

I don’t know about you, but my head is spinning from all of the articles and editorials about Google’s incorporation of Google+ content and other personalized search results.  While...

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
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For Marketing Leadership Professionals

Blog:Perpetual Connectivity Will Change How We Experience The World

Devices are proliferating, and we’ve all seen the data to prove it: More than half of US consumers now own smartphones, and nearly 20% own a tablet. And it’s not just device ownership...

For Marketing Leadership Professionals

Report:Navigate The Mobile Opportunity With Strategic Partnerships

Landscape: The Mobile Marketing Playbook

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more...

• Downloads: 691

For Marketing Leadership Professionals

Blog:Principles For Mobile Marketing Success

Most marketers know that there are opportunities for them to engage consumers on mobile devices: consumers are increasingly buying smartphones, using them more frequently, and using them as a...

For Marketing Leadership Professionals

Blog:Salesforce Buys Buddy Media: Not A Shocker

As an analyst, I make a lot of predictions about various technology offerings. Over the last year those predictions have increasingly focused on the Social Media Management Platform (SMMP)...

For Marketing Leadership Professionals

Report:The Always Addressable Customer

Vision: The Mobile Marketing Playbook

This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

• Downloads: 748
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For Marketing Leadership Professionals

Report:Mobile Apps For Marketing

When And How Interactive Marketers Should Build Apps For Marketing Purposes

Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

• Downloads: 490
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For Marketing Leadership Professionals

Client Inquiry:How Can I Use My Brand To Create A Social Persona Or Tone Of Voice Within Social Channels?

How do you effectively use your brand and/or brand presence to create a social persona or tone of voice within social channels? With most brands speaking in a natural tone, how can a brand further...

For Marketing Leadership Professionals

Report:2013 Interactive Marketing Predictions

The Ultra-Connected Customer Will Upturn Marketing

In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

• Downloads: 615

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: 394

For Marketing Leadership Professionals

Blog:Twitter Launches Brand Pages: What It Means For You

Yesterday, Twitter announced the launch of its highly anticipated brand pages. The move is being lauded as the next logical step for the social network in attempting to bring its offerings in...

For Marketing Leadership Professionals

Blog:Facebook, Gowalla, And Marketing On Location-Based Social Networks

As you’ve undoubtedly heard by now, yesterday Facebook announced its acquisition of Gowalla. The move opens up interesting possibilities for location-based and location-aware social apps, some...

For Marketing Leadership Professionals

Blog:How to Become a Mature Mobile Marketer

Sixty-seven percent of interactive marketers are currently using mobile or are planning to start using it in the next year, according to our Q2 global executive survey. That’s great news! But...

For Marketing Leadership Professionals

Report:Train Your Team For Social Marketing Success

Continuous Improvement: The Social Marketing Playbook

Interactive marketers' success in social media has attracted other departments' attention. But well-meaning nonmarketers sometimes commit risky blunders as they join the fray. To ensure that social...

• Downloads: 847

For Marketing Leadership Professionals

Blog:Engaging Your Ultra-Connected Customers

Back in March, I hinted at my discomfort with the way SoLoMo has come to mean technology-focused, reductive marketing campaigns usually solely focused on the “check-in.”   But...

For Marketing Leadership Professionals

Blog:Sophisticated, demanding mobile customers: Ready or not, here they come!

A few weeks ago, my dad and I were talking about the policy on airplanes to turn off all devices from the time the door closes until the plane has reached 10,000 feet.  My point: I don’t...

For Marketing Leadership Professionals

Blog:Officially Introducing The Always Addressable Customer

Today, at long last, we published our report officially introducing the always addressable customer, though I (and others) have been talking about it for a while now. Just to refresh your...

For Marketing Leadership Professionals

Client Inquiry:How Are Brands Encouraging Social Interaction On Mobile Devices?

How are brands using social and encouraging consumers to interact with social on mobile devices, especially in automotive?

For Marketing Leadership Professionals

Report:The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012

The Nine Agencies That Matter Most And How They Stack Up

In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category — AKQA, iCrossing, Ogilvy, Possible...

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