Forrester

For Marketing Leadership Professionals

Report:Case Study: Mint.com Grows Its Business Using Game Mechanics

Mint.com wanted to increase traffic from new and returning users to its site as well as deepen engagement and exposure to monetized elements. By employing a suite of game mechanics — including...

• Downloads: 362

For Marketing Leadership Professionals

Report:Your Community Upgrade: From Experiment To Strategic Approach

Vision: The B2B Online Community Playbook

This report is designed to help you revisit your strategy for engaging with customers through online communities and discussion forums, and demonstrate why your success will be based on taking the...

• Downloads: 520
• Comments: 1

For Sales Enablement Professionals

Report:The Emergence Of The Digital Marketing Service Provider

Tech Marketers Have A New Buyer And Channel To Consider

Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers...

• Downloads: 818

For Marketing Leadership Professionals

Report:Take Control Of Your Social Marketing Program

Social Marketing Management Vendor Landscape

As interactive marketers' social programs have become more mature, a breed of vendors has cropped up to help them manage their increasingly complex social presences. Social publishing platforms and...

• Downloads: 990

For Sales Enablement Professionals

Report:Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to...

• Downloads: 887

For CMO Professionals

Report:Marketers Need To Take Accountability For Creative Strategy

How Marketers Can Get Better Work From Their Brand Agencies

Great creative advertising is always in demand. But when it comes to providing strategic direction to agencies, marketers are their own worst enemy. Why? Many marketers' organizational structures,...

• Downloads: 332

For Marketing Leadership Professionals

Report:Graduate From Email To Integrated Messaging

Executive Overview: The Email Marketing Playbook

The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

• Downloads: 447
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For Marketing Leadership Professionals

Report:The Right Way To Globalize Your Interactive Marketing Programs

Provide Each Local Team With The Right Mix Of Assets And Support

There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a...

• Downloads: 331

For eBusiness & Channel Strategy Professionals

Report:2D Bar Codes: Emerging Role In Sales

An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute well...

• Downloads: 232

For Marketing Leadership Professionals

Report:Community Management Checklist

A Four-Phase Approach To Preparing To Engage With Your Customers

Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they...

• Downloads: 1252

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 852

For Marketing Leadership Professionals

Report:How To Get Started With Mobile Display

Display marketers are eager to launch mobile campaigns. But they face challenges such as audience fragmentation, a chaotic vendor landscape, and myriad new technologies and devices. In order to...

• Downloads: 618

For Customer Insights Professionals

Report:Tackle Behavioral Targeting To Modernize Customer Interactions

Benchmarks: The Cross-Channel Campaign Management Playbook

For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the...

• Downloads: 632
• Rating:

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: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: 344

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: 44

For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1056

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: 326
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For eBusiness & Channel Strategy Professionals

Report:The Purchase Path Of Online Buyers

A Joint Holiday Shopping Study With GSI Commerce Of 15 Retail Websites

Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI Commerce...

• Downloads: 1471
• Rating:

For Marketing Leadership Professionals

Report:Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

ForecastView Spreadsheet

Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

• Downloads: 3
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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:Forrester Research Social Media Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, display ads on social networks, and technology spending. Agency fees spending is broken out by...

• Downloads: 9

For CMO Professionals

Report:The Wealth Management Firms US Investors Use

Where US Investor Segments Keep Their Assets

Significant changes in investor behavior have rendered old segmentations obsolete. Marketing leaders at financial services firms that serve US investors can benefit from Forrester's attitude-based...

• Downloads: 404

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:The State Of Social Media Marketing In Europe, 2011

Measurement And Staffing Challenges Keep Social From Taking Off

As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure the...

• Downloads: 587