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Shar VanBoskirk

Vice President, Principal Analyst serving Marketing Leadership PROFESSIONALS

Shar serves Marketing Leadership professionals. She is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships. During her 12 years with Forrester, Shar has been instrumental in the development of many of the company's interactive marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Shar's research focuses on overall interactive marketing strategies; crafting efficient, effective interactive programs; organizing for interactive marketing; and integrating interactive channels into the rest of the marketing mix. Specific subjects addressed in Shar's research include email marketing, online advertising, search engine marketing, ad serving and targeting, interactive budgeting and forecasts, and interactive marketing organizational models.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the Internet and has written research on customer loyalty, ad networks, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, MITX, DMA, and the Email Service Provider Coalition events, among others. She is on the board of SEMPO — the search engine marketing professionals organization — and is also widely quoted in the press including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal and is a frequent guest on CNBC and National Public Radio.


Education

Shar is a graduate of Harvard University.

Research Coverage:

Accenture, Apple, Email Marketing & RSS, Emerging Media, Emerging Methods, Google, Interactive Marketing Strategy and Process, Marketing Organizational Structure, Mobile Advertising, Mobile Marketing, Online Advertising, Search Marketing

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7 results in Reports

  • Shar VanBoskirk
  • Interactive Marketing Strategy and Process
  • Consumer Electronics & Technology
  • Consumer Technographics

  • For Marketing Leadership Professionals

    Report:The Future Of Search Marketing

    And What You Should Do About It

    Shar VanBoskirkAugust 11, 2010

    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: 1687
    • Comments: 1

  • For Marketing Leadership Professionals

    Report:Benchmark 2008: Gen Y Comes Of Age

    North American Consumer Technographics

    Shar VanBoskirkJuly 25, 2008

    As early adopters of emerging media, Gen Yers have foretold interactive marketers' next priorities over the past few years. But they are more than just bellwethers of change. As consumers ages 18 to...

    • Downloads: 959

  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2010

    Trends To Consider For Your 2011 Strategy

    Shar VanBoskirkFebruary 14, 2011

    Natural search results are still the most commonly used resource to navigate to websites. Although, compared with past studies, advertising has declined in popularity and social media gained ground,...

    • Downloads: 884

  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    Shar VanBoskirkDecember 22, 2011

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

    • Downloads: 832

  • For Marketing Leadership Professionals

    Report:Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search

    Shar VanBoskirkNovember 05, 2010

    Search marketers are eager to launch mobile campaigns. But just plunking your online search strategies down in mobile won't address mobile users' needs or take advantage of mobile-specific...

    • Downloads: 810

  • For Marketing Leadership Professionals

    Report:Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response

    Shar VanBoskirkMarch 21, 2011

    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

    Report:How Europeans Search

    Shar VanBoskirk, Rebecca JenningsOctober 30, 2009

    Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search...

    • Downloads: 521
    • Rating:
 
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