Forrester Research : Analyst

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Melissa Parrish

Principal Analyst&Research Dir serving Marketing Leadership PROFESSIONALS

Blog: Marketing Leadership Blog

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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7 results in Reports

Melissa Parrish
Brand Tactics

For Marketing Leadership Professionals
Report:Community Management Checklist
A Four-Phase Approach To Preparing To Engage With Your Customers
Melissa ParrishJune 29, 2010
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: 1256
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: 1029
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: 785
- Comments: 1
- Rating:
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: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: 671
- Comments: 1
- 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: 538
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

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Melissa Parrish

Principal Analyst&Research Dir serving Marketing Leadership PROFESSIONALS

Research Coverage:

Refine your results

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For Marketing Leadership Professionals

Report:Community Management Checklist

For Marketing Leadership Professionals

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

For Marketing Leadership Professionals

Report:The Always Addressable Customer

For Marketing Leadership Professionals

Report:Mobile Marketing — A Forrester Compilation

For Marketing Leadership Professionals

Report:Twitter: The Public Forum For Your Brand

For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

For Marketing Leadership Professionals

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

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