Forrester

For Marketing Leadership Professionals

Tool:Mass Influencers Are More Likely To Fan A Company Or Brand And To Share Links

For Marketing Leadership Professionals

Tool:Mass Influencers Have More Trust in Company And Brand Communications

For Marketing Leadership Professionals

Report:Consumers Want Online Advertising To Be Relevant, Respectful, And Rewarding

Forrester Technographics® Digital Consumer Community Report, September 2012

In the age of the always addressable customer, where hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, marketers must become more audience-centric...

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For Marketing Leadership Professionals

Tool:Consumers Are Skeptical Of Advertising

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: 1018

For Marketing Leadership Professionals

Tool:Marketers' Efforts To Build Awareness Are Spread Across A Long Tail Of Media Channels

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:Technographics® Survey Highlights: Media Consumption In Asia Pacific

An overview of media consumption in Asia Pacific, including the relationship between age and media consumption, as well as trust in ads in traditional versus online media.

• Downloads: 13

For Marketing Leadership Professionals

Report:European Email Affinity Declines

Today, consumers in Europe pay less attention to promotional emails, delete emails without reading them, find emails less relevant, and wonder how marketers got their email data. Smart marketers...

• Downloads: 147

For Marketing Leadership Professionals

Tool:Marketers Can Tap Consumer Trust In Offline Channels To Bring Consumers Online

For Marketing Leadership Professionals

Tool:Saturated Consumer Digital Behaviors

For Marketing Leadership Professionals

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

For Marketing Leadership Professionals

Report:Privacy Laws Force Rich Dialogue With Customers

Move From On/Off Compliance Approaches To Custom Privacy Management

Governments are placing pressure on interactive marketers, in most cases by mandating clear rules around how customer data is obtained, used, and stored for marketing. While interactive marketers...

• Downloads: 328

For Marketing Leadership Professionals

Report:Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Downloads: 37

For Marketing Leadership Professionals

Report:Let Your Product Do The Talking

Build Your Brand With A Product Experience Platform

As the effectiveness of traditional communications vehicles continues to decline, marketers must think differently about brand building. Forrester has identified that consumers are tuning out...

• Downloads: 633
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For Marketing Leadership Professionals

Report:Fight Social Media Stagnation

Build Trust And Advocacy With Targeted Content And Engagement Strategies

It was easy to grow a brand's social media marketing program over the past few years; a flood of new consumers entering social networks and other social venues provided a burgeoning audience. But as...

• Downloads: 767

For Marketing Leadership Professionals

Report:Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much

A Technographics® Data Essentials Document

This Data Essentials report highlights the extent to which young Hispanic consumers are outpacing non-Hispanics in their use of mobile phones. Forrester's North American Technographics® Youth...

• Downloads: 139

For Marketing Leadership Professionals

Report:Privacy Matters For Online Advertisers

Behavioral Marketers Should Prepare To Self-Regulate Data Practices

Concern over consumer privacy has marketers, associations, government officials, and even technology vendors hustling to find ways to manage online data so that it is comfortable to consumers and...

• Downloads: 458

For Marketing Leadership Professionals

Report:US Marketers: Stay Ahead Of 2D Bar Code Adoption

Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

• Downloads: 341

For Marketing Leadership Professionals

Tool:US 2D Bar Code Adopters

For Marketing Leadership Professionals

Report:Understanding The Intricate Digital Behaviors Of Young Consumers

An Empowered Report: How To Reach Young Consumers

Young consumers are now connected to media almost at all times — which would rationally lead you to think that the more places they are connected, the more ways there are (and the easier it is)...

• Downloads: 1129

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: 486

For Marketing Leadership Professionals

Tool:Consumers Are Media Multitaskers

For Marketing Leadership Professionals

Tool:Older Consumers Concerned About Privacy

For Marketing Leadership Professionals

Tool:Social Technographics® Growth From 2007 To 2010