Forrester

For Marketing Leadership Professionals

Report:The State Of Health Plans' Mobile Product Strategies

How Health Plans Are Tackling Mobile — And How They Risk Missing The Mark

Consumer product strategists at health plans are beginning to develop and launch mobile solutions in earnest. These product strategists commonly develop mobile products to help control costs, provide...

• Downloads: 774

For Marketing Leadership Professionals

Report:How To Start Bridging The Mobile Monetization Gap

Use Mobile Engagement To Extend Existing Business Models

Facebook, Groupon, Pandora, Path, Rovio, and Twitter are companies that get a lot of media or investor attention and have a common denominator: Each has a large mobile audience but an unproven...

• Downloads: 464
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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:Apps And Browsers Will Coexist On Tablets

Improved Tablet Browsers Will Force Apps To Evolve

Product strategists designing content experiences for tablets must decide on their development priorities across apps and browsers. While some proclaim that "the Web is dead," we see improving...

• Downloads: 771

For Marketing Leadership Professionals

Report:Gambling: Bet On Mobile Products And Services

After so many years of unmet expectations, gambling is finally going mobile. Although it's not yet the promised El Dorado, and despite the fact that competition is likely to be fiercer in a complex...

• Downloads: 561

For Marketing Leadership Professionals

Report:Align Marketing Goals With Business Objectives

Strategic Plan: The Marketing Mix Optimization Playbook

Marketing mix optimization — the practice of using data-driven insights to strategically allocate and optimize marketing budgets across channels — is a powerful tool to help marketers...

• Downloads: 313

For Marketing Leadership Professionals

Report:Maximize Media ROI With A Customer-Centric Approach

Road Map: The Digital Media Buying Playbook

This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...

• Downloads: 72

For Marketing Leadership Professionals

Report:How Mature Is Your Mobile Strategy?

An Empowered Report

To help consumer product strategists and executives benchmark their mobile consumer strategy, Forrester conducted a global mobile strategy maturity online survey among executives. Fifty-seven percent...

• Downloads: 1308

For Marketing Leadership Professionals

Report:Drive Product Innovation To Mature Your Mobile Strategy

Mobility is at the core of global digital disruption trends, and product strategists are best positioned to anticipate how smartphones open up new opportunities for product and service innovation. To...

• Downloads: 555
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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

Report:Best Practices For Tablet Media Apps

Leverage These Business Models And Features For Media App Success

Product strategists launching media applications on tablets have an opportunity to launch new products on these devices and enter a new era of media consumption. The tablet is a unique device with...

• Downloads: 934

For Marketing Leadership Professionals

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 377
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For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 50

For Marketing Leadership Professionals

Report:Mobile Augmented Reality

Beyond The Hype, A Glimpse Into The Mobile Future

Mobile augmented reality (AR) has become a widely referenced technology in less than a year, but in fact this technology is just emerging and will take years to scale. For now, it is primarily used...

• Downloads: 1145

For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 448
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For Marketing Leadership Professionals

Report:Why The "Web Versus Application" Debate Is Irrelevant To Your Mobile Product Strategy

Consumer product strategists designing product experiences for mobile phones and smartphones must decide on their development priorities across the mobile Web and applications. While some believe...

• Downloads: 1307

For Marketing Leadership Professionals

Report:2011 US Mobile Marketing Predictions

After a record year for mobile marketing spend and success, mobile has finally arrived as a legitimate marketing medium. In 2011, Forrester predicts that marketers will take the training wheels off...

• Downloads: 1535

For Marketing Leadership Professionals

Report:Drive Better B2B Content Distribution

Use Mobile, Social, Media, And Sales Channels To Deliver Reach And Engagement

B2B marketers are putting thought-leadership and content at the core of their marketing strategies, but even the best content marketing will falter without the right distribution strategy. While...

• Downloads: 554

For Marketing Leadership Professionals

Report:Understanding The Changing Needs Of Online Consumers In Asia Pacific, 2012

Asia Pacific Technographics®

For the past seven years, Forrester has been tracking consumers' online and offline behavior in Asia Pacific. As in recent years, this dedicated report helps companies understand the online and...

• Downloads: 33

For Marketing Leadership Professionals

Report:Embedding Social Media Into The Marketing Mix

How Interactive Marketers Can Use Social Media To Enhance Other Channels

Social media is now embedded in every aspect of the customer journey — from ratings and reviews to "like" buttons to tweets. The opportunity for interactive marketing has evolved from building...

• Downloads: 2074

For Marketing Leadership Professionals

Report:Forrester's Email Marketing Review Scorecard

Forrester updated its Email Marketing Review (EMR) methodology to reflect interactive media changes that affect email marketing efficiency and relevance. As with our past email review methodologies,...

• Downloads: 30

For Marketing Leadership Professionals

Report:Forrester Research Mobile Adoption And Sales Forecast, 2010 To 2015 (US)

ForecastView Spreadsheet

Mobile Adoption Forecast (US): Total mobile subscribers and subscriptions including prepay subscriptions. Installed base of mobile handsets segmented by speed (2G, 2.5G, and 3G) and feature set...

For Marketing Leadership Professionals

Report:How Consumers In Asia Pacific Use Their Mobile Phones

Mobile Activities And Mobile Internet In Asia Pacific And Across The Globe

Mobile phones in Asia Pacific are mainstream, and adoption of more advanced mobile activities such as mobile Internet, social networking, and mCommerce is widespread. In fact, consumers in Asia...

• Downloads: 159