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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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9 results in Reports

  • Melissa Parrish
  • Consumer Technographics

  • For Marketing Leadership Professionals

    Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

    Marketers Hope For Success In Nascent Market

    Melissa ParrishJuly 26, 2010

    Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale...

    • Downloads: 1815

  • 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: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: 1025

  • 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:The Always Addressable Customer

    Vision: The Mobile Marketing Playbook

    Melissa ParrishSeptember 26, 2012

    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: 747
    • Comments: 1
    • Rating:

  • For Marketing Leadership Professionals

    Report:Twitter: The Public Forum For Your Brand

    How Interactive Marketers Should Tap Twitter For Real Business Results

    Melissa ParrishDecember 19, 2011

    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: 665
    • Comments: 1
    • Rating:

  • 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: 581

  • 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: 490
    • Rating:

  • 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
 
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