Forrester

For CMO Professionals

Report:Mobile Adds New Appeal To Your Brand Experience

The CMO Must Orchestrate Mobile Tightly Into Brand Experience From The Start

Mobile is finally getting air time with the most innovative brands and marketers. Hoping to make mobile a more common and rich media choice among large brand advertisers, both Google and Apple have...

• Downloads: 848

For Marketing Leadership Professionals

Report:How To Exploit The Database Of Affinity

And Why Google, Not Facebook, Will Dominate Affinity Marketing

Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up to...

• Downloads: 190
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For Marketing Leadership Professionals

Survey:North American Technographics® Brand Compass Survey, Q1 2013

Forrester conducted an online survey fielded in February 2013 of 4,575 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,575), there is 95% confidence...

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: 1256

For CMO Professionals

Report:CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...

• Downloads: 912

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 519
• Comments: 3
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For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 637

For CMO Professionals

Report:2013 B2B CMO Imperatives

Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

• Downloads: 656
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For Customer Experience Professionals

Tool:Results Of Brand Action Reviews Across 14 Sites In Three Industries

For Marketing Leadership Professionals

Tool:Social Gamers Straddle Between Average Adults And Other Types Of Gamers

For Marketing Leadership Professionals

Report:How Interactive Marketers Should Ask Users For Data

Best Practices To Make The Most Of Explicit Data Collection

Data provided directly by customers and prospects is an essential driver of interactive marketing success. But in today's rapid-fire digital landscape, inconsistent standards, technical complexity,...

• Downloads: 547

For Customer Experience Professionals

Tool:Firms Want To Differentiate Based On Experience

For eBusiness & Channel Strategy Professionals

Report:The Importance Of Customer Obsession To Travel eBusiness

Competitive Strategy In The Age Of The Customer

As Delta Air Lines can attest, there is perhaps no industry as susceptible to empowered consumers as the travel industry. Travelers' growing use of social media, strong adoption of smartphones, and...

• Downloads: 470

For Marketing Leadership Professionals

Tool:Product Teams Have Yet To Realize The Full Potential Of Social Media

For Marketing Leadership Professionals

Report:Branding Value Of Paid Search

How Search Can Build And Defend Brands

For many marketers in the US and key European countries, search marketing represents a powerful branding tool, justifying why a high portion of the search budget is currently consumed by generic...

• Downloads: 602

For CMO Professionals

Report:Measure And Manage Brand Health

Continuous Improvement: The 21st Century Brand Marketing Playbook

Managing brand health has become more complicated as the expansion of marketing, sales, and service channels creates a vast array of consumer data that can be used for analysis in the 21st century....

• Downloads: 442

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Face Limited Budgets In 2010

For Marketing Leadership Professionals

Report:Community Benchmarking Metrics

What To Expect For The Health Of Your Community

Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

• Downloads: 518

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 Marketing Leadership Professionals

Report:A New Approach To Brand Loyalty

Loyalty Marketing Must Take The Brand Beyond Points And Programs

Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial...

• Downloads: 1238

For Customer Insights Professionals

Report:Trends 2010: Listening Platforms

Findings From Forrester's Listening Platforms Wave™ Evaluation

We recently surveyed 153 listening platform customers about their vendor partnerships and Social Intelligence practices. Listening platform customers represent companies of all sizes and industries...

• Downloads: 924

For Customer Insights Professionals

Report:Organize For Social Intelligence

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions is a tricky practice. It takes the right combination of clarity of objective, business planning, technology, and, most...

• Downloads: 1038

For CMO Professionals

Report:Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources...

• Downloads: 309
• Comments: 1
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For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1069

For CMO Professionals

Tool:The 21st Century Brand Building Self-Assessment