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Melissa Parrish

Principal Analyst&Research Dir serving Marketing Leadership PROFESSIONALS

Melissa is a research director and principal analyst serving Marketing Leadership Professionals. As Forrester's leading authority on mobile marketing, she has defined the stages of mobile marketing evolution, the best objectives for mobile marketing, and the always addressable customer to help brands develop their mobile marketing practice and successfully engage their increasingly mobile customers. Melissa also brings to her mobile research deep expertise and experience in social media, which gives her a powerful understanding of how these complementary technologies can be used in combination to effectively bring marketers and customers ever closer together. 

Melissa has been quoted frequently in publications such as The New York Times, The Wall Street Journal, The Washington Post, and Fortune magazine. She has spoken at the Churchill Club, OMMA Global, SXSW, and Social Media Week on mobile marketing and social media.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults. In parallel with her work in social media, Melissa led early innovation initiatives in mobile marketing at several of her previous companies.


Education

Melissa earned a B.A. in drama and philosophy from Loyola University New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

Research Coverage:

Brand & Product Web Sites, Brand Monitoring, Emerging Methods, Interactive Marketing Strategy and Process, Marketing Measurement, Marketing ROI, Measurement Methods & Techniques, Mobile Marketing, Online Marketing Technology, Social Marketing, Social Media, Web 2.0

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19 results in Reports

  • Melissa Parrish
  • Marketing Methods

  • For Marketing Leadership Professionals

    Report:2012 Interactive Marketing Predictions

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

    Joanna O'Connell, Ari Osur, Elizabeth Shaw, Melissa Parrish, Emily Riley, Nate ElliottDecember 07, 2011

    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: 1671

  • For Marketing Leadership Professionals

    Report:2011 US Mobile Marketing Predictions

    Melissa ParrishJanuary 04, 2011

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

    The Nine Agencies That Matter Most And How They Stack Up

    Melissa ParrishJanuary 27, 2012

    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...

    • Downloads: 1415
    • Rating:

  • For Marketing Leadership Professionals

    Report:Midyear Planning: Predictions For 2011

    Marketers Move Toward Multichannel Planning And Execution

    Emily Riley, Nate Elliott, Augie Ray, Shar VanBoskirk, Michael Greene, Melissa Parrish, Sean CorcoranJuly 29, 2010

    Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

    • Downloads: 1295

  • For Marketing Leadership Professionals

    Report:Social Mobile Technographics®: How Consumers Socialize On Mobile Phones

    Melissa ParrishOctober 13, 2010

    The increasing accessibility of the mobile Web and mobile apps makes connecting with traditional social networks like Facebook and Twitter more convenient than ever. Due to these technology and...

    • Downloads: 1397

  • For Marketing Leadership Professionals

    Report:Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook

    Jennifer Wise, Melissa ParrishDecember 18, 2012

    This report provides a road map for interactive marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and as hardware, software, and interfaces evolve, interactive...

    • Downloads: 1360
    • Rating:

  • For Marketing Leadership Professionals

    Report:Objectives: The Key To Succeeding With A Mobile Marketing Channel Strategy

    Melissa ParrishApril 15, 2011

    The personal nature of mobile devices creates a deeper, more-connected bond between marketer and consumer, which requires a new approach to traditional marketing objectives. Marketers looking to...

    • Downloads: 1026

  • For Marketing Leadership Professionals

    Report:US Mobile Search And Display Forecast, 2010 To 2015

    Melissa ParrishOctober 27, 2010

    Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing mobile...

    • Downloads: 963

  • For Marketing Leadership Professionals

    Report:Navigate The Mobile Opportunity With Strategic Partnerships

    Landscape: The Mobile Marketing Playbook

    Melissa Parrish, Jennifer WiseJanuary 18, 2013

    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: 693

  • For Marketing Leadership Professionals

    Report:Mobile Marketing — A Forrester Compilation

    Melissa Parrish, Shar VanBoskirkMarch 28, 2012

    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
    • Rating:

  • For Marketing Leadership Professionals

    Report:How To Get Started With Mobile Display

    Melissa ParrishJanuary 13, 2011

    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 Marketing Leadership Professionals

    Report:Marketing Via Geosocial Apps: Why And How

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

    Melissa ParrishDecember 06, 2011

    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:Agencies Deliver Strategic Mobile Display Expertise

    Melissa ParrishMay 16, 2011

    The explosive growth of smartphones has created an opportunity for mobile display that marketers are beginning to realize. But confusion in the vendor landscape has led marketers to go straight to...

    • Downloads: 523

  • For Marketing Leadership Professionals

    Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

    Melissa ParrishJune 15, 2011

    Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

    • Downloads: 461

  • For Marketing Leadership Professionals

    Report:Mobile Apps For Marketing

    When And How Interactive Marketers Should Build Apps For Marketing Purposes

    Melissa Parrish, Jennifer WiseSeptember 26, 2012

    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: 491
    • Rating:

  • For Marketing Leadership Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Delivering Utility At Speed To Perpetually Connected Customers

    Melissa ParrishApril 19, 2013

    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: 418

  • For Marketing Leadership Professionals

    Report:US Marketers: Stay Ahead Of 2D Bar Code Adoption

    Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

    Melissa ParrishNovember 14, 2011

    The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

    • Downloads: 341

  • For Marketing Leadership Professionals

    Report:Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook

    Melissa ParrishDecember 05, 2012

    This report helps interactive marketers craft a strategic plan for their mobile marketing. Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are...

    • Downloads: 348

  • For Marketing Leadership Professionals

    Report:Forrester Research Mobile Advertising Display And Search Forecast, 2011 To 2016 (US)

    ForecastView Spreadsheet

    Ed Kahn, Melissa ParrishJune 27, 2011

    Spending by companies on mobile marketing segmented by mobile advertising and search. Includes data on mobile Internet users and spending by company size.

    • Downloads: 10
 
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