Forrester

For Marketing Leadership Professionals

Report:Benchmark Your Interactive Marketing Maturity

Five Key Metrics For Tracking Progress

Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

• Downloads: 808
• Comments: 1
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For Sales Enablement Professionals

Report:Assessing Your Content Management Processes And Organization

B2B marketers across all industries are investing more into creating digital content to generate new business opportunities, nurture existing sales or marketing leads, and to encourage deeper...

• Downloads: 420
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For Marketing Leadership Professionals

Report:Making Online Display Marketing Work For B2B

B2B Marketers Need To Expand Their Online Advertising Horizons

Display marketing is part of most B2B interactive marketers' plans for 2011, but few are prepared to unlock its full potential. Rather than miss opportunities by simply porting over print media...

• Downloads: 556

For Marketing Leadership Professionals

Report:Online Video Best Practice

Benchmarking Web Sites Using Forrester's Online Video Product Scorecard

Over the past year, our video strategy series has presented the business case goals and best practices for adding video to your Web site. In this report, we demonstrate how our online video product...

• Downloads: 1260
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For Customer Experience Professionals

Report:A Market Researcher's Introduction To The Future Of Online Customer Experience

The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is...

• Downloads: 1011

For eBusiness & Channel Strategy Professionals

Report:The Alternative Payment Methods Landscape For Travel eBusiness

The Payment Methods That Appeal Most And Least To Leisure Travel Bookers

Since 2007, US travelers' usage and interest in alternative payment methods (APMs) for online travel purchases has been slowly, but steadily, increasing. Fifteen percent of US online leisure travel...

• Downloads: 550

For Marketing Leadership Professionals

Report:Forrester Research Social Media Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, display ads on social networks, and technology spending. Agency fees spending is broken out by...

• Downloads: 9

For Marketing Leadership Professionals

Report:Put Video At The Heart Of Your Content Strategy

An Empowered Report: Content Is A Product, Too

Disruptive consumer behavior is profoundly affecting your ability to engage consumers through traditional media and marketing channels. Empowered product strategists within your organization must be...

• Downloads: 844

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: 2537
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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: 289
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For Marketing Leadership Professionals

Report:A Market Researcher's Introduction To Owned, Paid, And Earned Media

The terms "owned media," "paid media," and "earned media" have become very popular in the marketing space today. Marketers need to understand the benefits of each medium and how to identify the role...

• Downloads: 709

For Marketing Leadership Professionals

Report:Gamification: "Level Up" Your Strategic Approach

Over the past year, marketers have made the shift from learning about the meaning of gamification to incorporating it into their strategies. But so far, the results have been mixed, as the...

• Downloads: 83

For Marketing Leadership Professionals

Report:Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working

Use SPARC To Create Digital Content Experiences That Users Will Pay For

Sales of paid digital content have stalled, although consumer demand for many services is still growing. Despite a clear and profound shift in the way we access and consume media content, traditional...

• Downloads: 914

For Security & Risk Professionals

Report:Work With Marketing Pros To Prevent Breaches

How To Protect Your Email Data

In facing security woes such as the Epsilon breach, email marketing professionals have received a wake-up call: Security failures can cost a lot — not just a lot of money but also goodwill with...

• Downloads: 168

For Marketing Leadership Professionals

Report:B2B Tech Marketers Begin To Embrace Online Communities

Those Who Plan Carefully Before Investing Will Achieve Optimal Results

As tech marketers begin to embrace discussion forums and online communities as effective ways to engage with BT customers, they increasingly seek guidance on best practices and recommended...

• Downloads: 300

For Marketing Leadership Professionals

Report:Test Interactive Marketing Opportunities On The Second Screen

Make The Most Of Your TV Media Buys

Networks have launched co-viewing apps for PCs, tablets, and smartphone devices and are seeing some great results — from driving tune-in to additional engagement, loyalty, and recall....

• Downloads: 346

For CMO Professionals

Report:CMOs Must Drive Their Firms' Domain Strategy Now

The Decision About Generic Top-Level Domains (gTLDs) Is An Immediate Priority

Most companies have been looking at the upcoming availability of generic top-level domains (gTLDs) as a brand and trademark protection issue rather than as a significant new business opportunity....

• Downloads: 376

For Marketing Leadership Professionals

Report:The DMP Is The Audience Intelligence Engine For Interactive Marketers

Segmentation has always served as a core underpinning of traditional marketing. The benefits are myriad and well understood by those in the offline world. The very recent advent of the data...

• Downloads: 954

For Marketing Leadership Professionals

Report:Digital Natives: The Generation That Music Product Strategy Forgot

The Case For A Music Product Strategy Reset

Digital music product strategy is in urgent need of a reset. While tumbling CD revenues and stuttering digital sales continue to highlight the diminishing relevance of current music products, a...

• Downloads: 691

For eBusiness & Channel Strategy Professionals

Report:The Changing Landscape Of US Consumers' Digital Banking

A Technographics® Data Essentials Document

While 80% of US consumers still use a branch for some part of their banking needs, more than 40% now use the online channel. US consumers are continuing to make greater use of digital channels,...

• Downloads: 210

For Marketing Leadership Professionals

Report:Marketing Via Geosocial Apps: Why And How

Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

• Downloads: 582

For Marketing Leadership Professionals

Report:Use Social Intelligence To Improve Email Marketing Success

Although social media gives interactive marketers the opportunity to gather more data than ever about customers, few marketers use this data to improve the performance of their email marketing...

• Downloads: 471

For Marketing Leadership Professionals

Report:Twitter: The Public Forum For Your Brand

How Interactive Marketers Should Tap Twitter For Real Business Results

With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

• Downloads: 666
• Comments: 1
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For Marketing Leadership Professionals

Report:The State Of Online Video Advertising In 2011

Marketers Must Start Paying Attention And Stop Buying Bad Inventory

The more online video advertising matures, the more it resembles TV advertising. But if marketers aren't careful, the inventory they're buying can look like overnight rather than prime time. Too many...

• Downloads: 921

For Marketing Leadership Professionals

Report:2013 Planning Brief: Listen To Customers, Engage With Influencers

How To Build A B2B Influencer Engagement Initiative

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. B2B social marketers have begun to move beyond reactive responses to...

• Downloads: 261
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