Forrester

For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 913

For eBusiness & Channel Strategy Professionals

Survey:European Technographics® Benchmark Survey, Q2 2011

The European Technographics Benchmark Survey, Q2 2011, surveyed 22,501 respondents in the eight markets of France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the UK. This survey is...

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Retail Online Benchmark Recontact Survey, Q3 2011 (US)

Forrester conducted an online survey fielded in September 2011 of 3,850 US online users ages 18 to 88 as a subsegment of the North American Technographics Online Benchmark Survey, Q3 2011 (US,...

For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 182

For eBusiness & Channel Strategy Professionals

Report:The Purchase Path Of Online Buyers

A Joint Holiday Shopping Study With GSI Commerce Of 15 Retail Websites

Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI Commerce...

• Downloads: 1479
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For eBusiness & Channel Strategy Professionals

Survey:Russian Technographics® Benchmark Survey, Q2 2011

The Russian Technographics Benchmark Survey, Q2 2011, surveyed 3,105 respondents in urban Russia. This survey is based on adults ages 16 and older. Taylor Nelson Sofres (TNS) weighted the data by...

For Marketing Leadership Professionals

Tool:BlackBerry And Apple Dominate The US Smartphone Market Today

For Marketing Leadership Professionals

Report:How Extended Packaging Will Redefine Relationships Among Brands, Retailers, And Customers

A European Perspective On Mobile Bar Codes

You've seen them everywhere: in the corners of print ads, across billboards, on buses, or in pieces of direct mail — those small blocks of even smaller squares. Marketers are increasingly using...

• Downloads: 135

For Marketing Leadership Professionals

Tool:Nearly Half Of Consumers Who Think Their Phone Runs Windows Or Android Get It Wrong

For Marketing Leadership Professionals

Report:Brand Loyalty Isn't Enough For Products Anymore

Product Strategists Must Build Total Product Experiences To Combat Consumers' Declining Brand Loyalty

Brand loyalty has long been a critical pillar of product strategy, but its power is in relative decline. Technology and a recessionary economy have threatened the value of brand loyalty, especially...

• Downloads: 667
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For CMO Professionals

Tool:Forrester's Shopper Marketing Achievement Scorecard

For CMO Professionals

Report:How To Engage Your Omnichannel Consumer

Brand Engagement The Consumer Way

The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

• Downloads: 460

For CMO Professionals

Report:It's Time To Put Shoppers Back Into Shopper Marketing

Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

For Marketing Leadership Professionals

Report:Smartphone Platforms Need A Branding Reset

US Consumers Have Little Clue About Their Phone's Software

In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from...

• Downloads: 725

For CMO Professionals

Report:Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

• Downloads: 444