Melissa Parrish

VP, Research Director serving Marketing Leadership PROFESSIONALS

As vice president and research director, Melissa serves Marketing Leadership Professionals and is a leading expert on social and mobile marketing. In her research, Melissa explores how these complementary technologies can be used to effectively bring marketers and their always addressable 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 hundreds of events around the world, including Ad:Tech, Mobile World Congress, OMMA Global, SXSW, and Social Media Week.

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.

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8 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

    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: 1291
  • For Marketing Leadership Professionals

    Report:The Always Addressable Customer

    Vision: The Mobile Marketing Playbook

    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: 1020
    • Comments: 1
    • Rating:
  • 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: 979
  • For Marketing Leadership Professionals

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

    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: 1057
  • 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: 353
    • Rating:
  • For Marketing Leadership Professionals

    Report:Twitter: The Public Forum For Your Brand

    How Interactive Marketers Should Tap Twitter For Real Business Results

    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: 715
    • Comments: 1
    • Rating:
  • For Marketing Leadership Professionals

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

    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: 486
  • For Marketing Leadership Professionals

    Report:Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locations....

    • Downloads: 108