Forrester

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 432

For Marketing Leadership Professionals

Report:US Consumer Tablet Forecast Update, 2011 To 2016

Low-Cost Disruptors Expand Tablets' Addressable Market

With 55 million iPads sold through December 2011, and an estimated 5.5 million Amazon Kindle Fires sold in their first quarter on the market, tablets have gained unstoppable momentum. Forrester...

• Downloads: 1504
• Comments: 3
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For Marketing Leadership Professionals

Report:How To Measure The Brand Impact Of Paid Search

Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on...

• Downloads: 540

For Interactive Marketing Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

The Nine Providers That Matter Most And How They Stack Up

Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

• Downloads: 251

For Marketing Leadership Professionals

Report:Navigate The Mobile Opportunity With Strategic Partnerships

Landscape: The Mobile Marketing Playbook

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more...

• Downloads: 729

For Marketing Leadership Professionals

Report:Why Care About Combination Clickers

The Most Valuable Searchers Click On Both Paid And Natural Listings

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and...

• Downloads: 297
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For Marketing Leadership Professionals

Report:Forrester Research Mobile Media And Messaging Forecast, 2010 To 2015 (Western Europe)

ForecastView Spreadsheet

Mobile Media And Messaging Forecast (Western Europe): Total SMS and MMS volume. Usage of and revenue generated from ring tones and ringback tones, mobile gaming, and mobile video. Distribution of the...

For Marketing Leadership Professionals

Report:When To Hire A Social Media Boutique Agency

For Social Media Success, Plan To Bring A Specialist Into The Mix

Agencies play a critical role in your social media marketing's success. But the agency space is crowded and few do it all well, forcing interactive marketers to patch together a portfolio of...

• Downloads: 331

For Marketing Leadership Professionals

Report:Forrester Research Online Paid Content Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Includes audience, buyers, and revenues for online content, including news, business and finance, sports, games, video, and music for the US. Includes historical data going back to 2009...

• Downloads: 3

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 238

For Marketing Leadership Professionals

Report:Consumer "Ad-itudes" Stay Strong

Better Trust Will Improve Ad Response

Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

• Downloads: 487

For Marketing Leadership Professionals

Report:Forrester Research Online Access Forecast -- Broadband, 2010 To 2015 (Western Europe)

ForecastView Spreadsheet

Number of households with broadband access by platform (DSL, cable, and other) for 17 Western European countries. Includes historical data going back to 2003 plus a five-year forecast.

• Downloads: 3

For Marketing Leadership Professionals

Report:Forrester Research Search Engine Marketing Forecast, 2010 To 2015 (US)

ForecastView Spreadsheet

Search Engine Marketing Forecast (US): Spending on paid search and search engine optimization (SEO) by companies. Paid search segmented by paid listings and paid inclusion. Paid search and SEO...

For Marketing Leadership Professionals

Report:Best Practices For Display Marketing

Processes: The Digital Media Buying Playbook

As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...

• Downloads: 368
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For Marketing Leadership Professionals

Report:It's Time To Make Facebook Marketing Work

Best Practices: The Social Marketing Playbook

After years of aimlessly chasing fans, it's time marketers start driving real business results from Facebook. This requires building a Facebook page that has a clear focus and offers value to...

• Downloads: 2025

For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 195

For Marketing Leadership Professionals

Report:Finding The Right Agency Model To Support Your Global Search Marketing Programs

With more marketers running global search programs, more are asking what type of global search agency relationship works best. Marketers can choose from three relationship models: centralized models...

• Downloads: 272

For Marketing Leadership Professionals

Report:The New Blogging Strategy For Consumer Brands

Using Blogs To Empower Consumers And Gain Back Trust For Your Brand

Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old school...

• Downloads: 784

For Marketing Leadership Professionals

Report:How B2B Firms Can Improve Their Email Marketing

B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

• Downloads: 559

For Marketing Leadership Professionals

Report:Text Messaging (SMS) Overview: The Workhorse Of Mobile

Broad Reach Among Consumers Demands That Mobile Messaging Is In The Mix

Ten to 15 years ago, SMS offered the only pragmatic mobile data service: it had broad reach, standardization, and carrier interoperability. Today, companies have more choices including application...

• Downloads: 653
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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: 538

For Marketing Leadership Professionals

Report:Your Community Upgrade: From Experiment To Strategic Approach

Vision: The B2B Online Community Playbook

This report is designed to help you revisit your strategy for engaging with customers through online communities and discussion forums, and demonstrate why your success will be based on taking the...

• Downloads: 532
• Comments: 1

For Marketing Leadership Professionals

Report:The Co-Creation Maturity Benchmark

Benchmarks: The Open Innovation Playbook

Co-creation is a key pillar of corporate open innovation initiatives. In Q1 2011, Forrester surveyed 212 product strategy professionals about whether and how social media assets within their...

• Downloads: 515
• Comments: 1
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For Marketing Leadership Professionals

Report:CORE: The Key To More Effective B2B Interactive Marketing

B2B organizations are straining to align traditional mass-marketing practices and sales support with new digital-focused customer behavior. B2B interactive marketing teams should adopt the...

• Downloads: 626

For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

• Downloads: 2565
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