Forrester

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast, 2009 To 2014

Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media

Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising,...

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For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast, 2007 To 2012

Expect $61 Billion By 2012 As Marketers Distribute Spend Across Channels

Interactive marketing over the next five years will not be dominated by a single revolutionary channel. Forrester forecasts that interactive marketing spend will grow to $61 billion by 2012, an...

• Downloads: 3168

For Marketing Leadership Professionals

Report:Topic Overview: Interactive Marketing

Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and...

• Downloads: 4000

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast, 2011 To 2016

Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

• Downloads: 3402
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For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2009 To 2014

Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share...

• Downloads: 2731

For Marketing Leadership Professionals

Report:Interactive Marketing Channels To Watch, 2008

Better Goals Will Unlock New Channel Adoption

Consistent with past studies, email, search, and display media are still the most heavily penetrated interactive channels; this year, they reach near ubiquitous adoption. Online video and most social...

• Downloads: 1665

For Marketing Leadership Professionals

Report:The Future Of Interactive Marketing

How Embracing CORE Directives Will Help You Foster Adaptability

Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

• Downloads: 2140

For Marketing Leadership Professionals

Report:The Splinternet

Preparing For An Internet Fragmented By Devices And Passwords

The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

• Downloads: 1788
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For Marketing Leadership Professionals

Report:Getting More Out Of Online Ads

What Beyond Ad Format Will Improve Display Media Performance

Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use...

• Downloads: 1581

For Marketing Leadership Professionals

Report:The Interactive Marketing Maturity Model

Forrester's Framework Benchmarks Interactive Capabilities And Provides A Road Map For Progress

Marketers are far from mastering the performance and integration of interactive channels. To mature, they should use Forrester's interactive marketing maturity model to classify their firms into one...

• Downloads: 1493

For Marketing Leadership Professionals

Report:Get Serious With Search Marketing

How to Move Past Current Search Marketing Attitudes And Behaviors

Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and...

• Downloads: 1593

For Marketing Leadership Professionals

Report:The Forrester Wave™: US Search Marketing Agencies, Q1 2009

iProspect, iCrossing, And 360i Emerge As Leaders

Forrester's evaluation of search marketing agencies against 72 criteria finds this market more mature than during our 2006 Wave. iProspect leads the study again, this time because of its strategy and...

• Downloads: 1440

For Marketing Leadership Professionals

Report:Interactive Marketing Channels To Watch In 2009

The Recession Inhibits Firms From Trialing Emerging Channels

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead,...

• Downloads: 1371

For Marketing Leadership Professionals

Report:The Future Of Search Marketing

And What You Should Do About It

Search marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers. While we expect the future of search to extend...

• Downloads: 1693
• Comments: 1

For Marketing Leadership Professionals

Report:The Search Marketing Review

Introducing Forrester's Methodology For Evaluating And Improving Your Search Marketing Efforts

To move their search marketing programs beyond the basics, marketers must create search experiences that answer users' search needs rather than just promote Web sites. At the same time, they must...

• Downloads: 1376

For Marketing Leadership Professionals

Report:Search Engine Optimization Starts With Good Site Design

Optimizing a site for good rankings within natural search engine results need not disrupt the user experience of the site. In fact, the fundamentals of Scenario Design correspond well to the elements...

• Downloads: 1464

For Marketing Leadership Professionals

Report:The Email Marketing Scorecard

Assessment: The Email Marketing Playbook

This report for interactive marketers explains how to assess your email marketing capabilities as well as the quality of the user experience for recipients of your marketing emails. Like Forrester's...

• Downloads: 1590

For Marketing Leadership Professionals

Report:The Forrester Wave™: US Search Marketing Agencies, Q1 2011

iCrossing Takes Top Honors, With 360i And Impaqt Close Behind

Forrester's 60-criteria evaluation of search marketing vendors scores iCrossing the best because of its forecast-based approach to campaign planning, qualitative and quantitative research skills,...

• Downloads: 1338

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1569

For Marketing Leadership Professionals

Report:Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

• Downloads: 1299

For Marketing Leadership Professionals

Report:Compare Your Campaigns To 70 Others

Benchmarks: The Email Marketing Playbook

This report helps interactive marketers benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed, from the consumer goods, retail, travel, financial services,...

• Downloads: 1542
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For Marketing Leadership Professionals

Report:The Truth About Online Ad Exchanges

Online ad exchanges introduce an ad sales model that serves both ad buyers and sellers by opening access to inventory and pricing based on market demand. Smart advertisers and publishers will seek to...

• Downloads: 1067

For Marketing Leadership Professionals

Report:The Forrester Wave™: Email Marketing Vendors, Q1 2012

Responsys, ExactTarget, And Experian CheetahMail Lead The Market

In Forrester's 37-criteria evaluation of email marketing vendors, we identified the six significant providers in this category — Epsilon, ExactTarget, Experian CheetahMail, Responsys,...

• Downloads: 1435
• Comments: 1
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For Marketing Leadership Professionals

Report:How To Integrate Email With Social Media

Email marketers must integrate social media into their campaigns to stay relevant to consumers. Doing so will create new opportunities for email list growth, extend campaign reach, and harness social...

• Downloads: 1356

For Marketing Leadership Professionals

Report:Organizing For Interactive Marketing

You Should Prepare For A Distributed Organizational Model — Here's How

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

• Downloads: 1250