Forrester

For Marketing Leadership Professionals

Blog:Why Use a Toothpick at a Banquet? (or The Technology and Measurement of Customer Experience)

Customer experience horror stories are not quite as inevitable as death and taxes but they are close cousins and we all have a large back catalogue of screw-ups to rant about operatically. ...

For Marketing Leadership Professionals

Blog:From Advertising to Advice - Intelligent Marketing Agents

Before the clouds, webs, and distributed networks people had to create their own spaghetti of logic inside a single building using machinery that looked like props from Doctor Who. Spurred by the...

For Marketing Leadership Professionals

Report:Privacy Laws Force Rich Dialogue With Customers

Move From On/Off Compliance Approaches To Custom Privacy Management

Governments are placing pressure on interactive marketers, in most cases by mandating clear rules around how customer data is obtained, used, and stored for marketing. While interactive marketers...

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For Marketing Leadership Professionals

Blog:The Future of Marketing is (better) Context

I was lucky enough to spend some time in Kerala working with Indian classical musicians many years ago. I first arrived during the monsoon season, and along with the world-class thunderstorms...

For Marketing Leadership Professionals

Blog:New Senior Analyst Introduction (Anthony Mullen)

I'm delighted to be starting with Forrester as a Senior Analyst serving Interactive Marketers. I am based in our London office and will cover Global and EMEA specific topics. ...

For Marketing Leadership Professionals

Report:Under The Hood Of Mobile Marketing: Location-Based Marketing

Making Marketing Content Relevant To Where People Are

As marketers step up their mobile marketing efforts, Forrester clients are asking more and more questions about it, and one of the most important facets of the opportunity is location-based...

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For Marketing Leadership Professionals

Blog:EUROPEAN SOCIAL MEDIA MARKETING SPENDING IN GOOD SHAPE, UPCOMING LEGISLATION THE MAJOR INHIBITOR

Guest Post by Researcher James McDavid: In my new report, "Western European Social Media Marketing Forecast, 2012 To 2017," I'm exploring some of the drivers and inhibitors that will impact...

For Marketing Leadership Professionals

Report:Emerging Touchpoints Require A Marketing Mind Shift

Vision: The Emerging Touchpoints For Marketing Playbook

Emerging technologies — from smart objects and wearables to behind-the-scenes taxonomy tools — radically change how your customers think, act, and relate to others. Marketers who try to...

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For Marketing Leadership Professionals

Blog:SOPA/PIPA - what really stunts the growth of the Digital Economy?

The recent furore about SOPA and PIPA has set me thinking afresh about my position on copyright ownership legislation. I myself suffer, albeit in a very small way, from the kind of pirates being...

For Marketing Leadership Professionals

Report:Mobile Marketing Metrics Best Practices

Navigating The Splintered Landscape Of Mobile Analytics

Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities...

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For Marketing Leadership Professionals

Report:Western European Online Display Advertising Forecast, 2011 To 2016

Rich Media And Video Are The Future Of A Growing But Slowing Market

European online display ad spending will grow at a CAGR of 13% over the next five years — driven by massive increases in spending on video and rich media advertising. The three largest display...

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For Marketing Leadership Professionals

Blog:Emerging Technologies Demand New Marketing Fundamentals

Digital disruption - swifter, deadlier, and more inevitable than any disruption before - tears down and rebuilds every dimension of business. And marketing is no exception. As more media and...

For Marketing Leadership Professionals

Blog:How Marketers Can Play With Games

Guest Post by Researcher James McDavid: In our new report, Extend Your Marketing Into Games, we take a closer look at how marketers can take advantage of opportunities within games. From dedicated...

For Marketing Leadership Professionals

Blog:Why Google's Privacy Changes (And The 'Data Tidy Up') Moves Everything Forward

Google has handled its privacy debate by being disarmingly clear with a little note left on the fridge the other week. We’re tidying up and love data too much to not want to connect it...

For Marketing Leadership Professionals

Blog:How Privacy Legislation Will Change The Ad Network/Exchange Paradigm -- Pulling Back The Curtain Of Oz

In my recent paper titled Privacy Laws Force Rich Dialogue with Customers I outlined some of the looming legal directives that will change the targeting dialogue between brands...

For Marketing Leadership Professionals

Blog:Snickers, Twitter, And The Problem Of Compliance

The following is a guest post by Senior Research Associate James McDavid: When tweets from Katie Price (aka Jordan, a British glamour model) talking about the recently released Chinese GDP figures...

For Marketing Leadership Professionals

Blog:NFC Points To The "Pay-Per-Action" Market

My recent paper looked at the "tap" paradigm exhibited by technologies such as NFC. I want to explore the implications of how the innocuous "tap" points the way to a not just a richer mode of...

For Marketing Leadership Professionals

Report:Trial NFC To Connect The Real World With Mobile

The Time Is Right To Test Hyperlocal Near Field Communication (NFC)

Near field communication (NFC) allows consumers to use their mobile and custom devices to directly interact with almost any real-world object such as posters, clothes, and shop windows. The allure of...

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For Marketing Leadership Professionals

Report:2013 Interactive Marketing Predictions

The Ultra-Connected Customer Will Upturn Marketing

In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

• Downloads: 681

For Marketing Leadership Professionals

Report:Digital Media Buying Forecast, 2012 To 2017

Landscape: The Digital Media Buying Playbook

Interactive display marketing investment will grow at a compound annual rate of 17% in the United States between 2012 and 2017, while Europe's will grow slightly more slowly. Double-digit growth...

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For Marketing Leadership Professionals

Blog:Turning The Twitter Stream Into An SEO Reservoir

Twitter content visibility ages quickly — yesterday's news is todays chip shop wrapping paper. However, not all Twitter content of value ages badly. Yes, Google, Bing, and...