Forrester

For Marketing Leadership Professionals

Tool:How Can You Appeal To Those Of Your Consumers Who Are Watching Online Video?

For Marketing Leadership Professionals

Tool:Scores Vary Significantly By Industry Vertical

For Marketing Leadership Professionals

Tool:CPG Sites Score Below The Industry Averages

For Marketing Leadership Professionals

Report:Case Study: Ford Pursues Co-Creation With An Ideation Site

An Empowered Report: A Social Co-Creation Case Study

Earlier this year, Ford launched a social co-creation site called "Your Ideas," which is an offshoot of its "The Ford Story" site designed to engage Ford enthusiasts. At Your Ideas, customers are...

• Downloads: 493

For Marketing Leadership Professionals

Tool:Convenience Quotient Results For Green Commuting

For Marketing Leadership Professionals

Report:Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

ForecastView Spreadsheet

Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

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For Marketing Leadership Professionals

Report:Combine Social And Mobile To Build B2B Customer Relationships

How B2B Interactive Marketers Can Drive Engagement, Not Just Leads

B2B interactive marketers today are tasked with more than just building lead pipelines — they must also work alongside sales teams to build deeper customer relationships. Increasingly, B2B...

• Downloads: 1071
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For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 858

For Marketing Leadership Professionals

Report:The Path To CPG Innovation Is Wide Open

Why Open Innovation Is A Natural Fit For CPG Product Strategists

Consumer packaged goods (CPG) companies are facing a daunting challenge: finding ways to differentiate their products among a sea of competing offerings. Incremental changes will not suffice; nor...

• Downloads: 341

For Marketing Leadership Professionals

Report:Case Study: Best Buy's Retailer-Led Product Strategy

Retailers Can Act As Consumer Product Strategists, Too

Most retailers sell other companies' goods; on occasion, they will sell products developed by others but branded as their own. Best Buy does both of those things, but the company has also done...

• Downloads: 559
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For Marketing Leadership Professionals

Report:Spotlight On Award-Winning Communities

Processes: The B2B Online Community Playbook

This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...

• Downloads: 505

For Marketing Leadership Professionals

Tool:Interactive Marketers Prioritize Strategy, Analysis, And Campaign Planning Skills

For Marketing Leadership Professionals

Report:Phone-Based Navigation Continues To Grow Rapidly In 2010

In May 2009, Forrester predicted that, while a growing number of consumers would embrace navigation solutions, the phone would be the most widely used tool for navigation by 2013. Our most recent...

• Downloads: 323

For Marketing Leadership Professionals

Report:Case Study: Starbucks Uses Social Co-Creation To Drive Green Product Strategy

An Empowered Report: A Social Co-Creation Case Study

Starbucks has placed a strong emphasis on its social co-creation strategy. Product strategists at the world's largest chain of coffee houses have a well-established and active online community from...

• Downloads: 575

For Marketing Leadership Professionals

Report:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1022

For Marketing Leadership Professionals

Tool:When Should You Move From One Model To Another?

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1569

For Marketing Leadership Professionals

Report:Four Steps To Tackle The Shift To The Customer Life Cycle

Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

• Downloads: 665
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For Marketing Leadership Professionals

Report:2011 Social Technographics® For Business Technology Buyers

Technology Marketers Must Prepare For The Coming Storm

Data from Forrester's Q1 2011 US and European B2B Social Technographics® Online Survey For Business Technology Buyers indicates that both social media habits and the role social media is playing...

• Downloads: 1128

For Marketing Leadership Professionals

Report:Pricing As A Strategic Competency

Why Price Needs To Become More Than Just A Number For Product Strategists

Price can no longer be just a number for product strategists. Pricing now needs to become a strategic competency that affects every aspect of product strategy, from the business model to the nature...

• Downloads: 607

For Marketing Leadership Professionals

Report:Mass Customization Is (Finally) The Future Of Products

Apply The CURA Framework To Build A Winning Customized Product Strategy

Mass customization has long been the next big thing in product strategy. After a variety of false starts, its time has finally come. Changes in customer-facing technology are opening up new...

• Downloads: 916

For Marketing Leadership Professionals

Tool:All Ages Express Growing Concern About The Environment

For Marketing Leadership Professionals

Report:Forrester Research Search Engine Marketing Forecast, 2013 To 2018 (Western Europe)

ForecastView Spreadsheet

Spending on paid search and search engine optimization (SEO) for each of the 17 Western European countries. Segments paid search spending by 11 different verticals. Includes historical...

• Downloads: 1

For Marketing Leadership Professionals

Tool:Discovery Remains The Biggest Challenge For Online Video Providers

For Marketing Leadership Professionals

Tool:Mass Influencers' Influence Is Not Just Online But Offline As Well