Shar VanBoskirk

VP, 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.

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15 results in Reports

  • Shar VanBoskirk
  • Digital Marketing
  • Consumer Technographics
  • 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,...

    • Downloads: 4757
    • Rating:
  • 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: 3607
    • Comments: 2
    • Rating:
  • 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: 1733
    • Comments: 1
  • For Marketing Leadership Professionals

    Report:Benchmark 2008: Gen Y Comes Of Age

    North American Consumer Technographics

    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: 973
  • For Marketing Leadership Professionals

    Report:The New Messaging Mandate

    Vision: The Email Marketing Playbook

    This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why?...

    • Downloads: 1145
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2010

    Trends To Consider For Your 2011 Strategy

    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: 903
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    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: 857
  • For Marketing Leadership Professionals

    Report:Reaching Your Most Valuable Email Customers

    Influencers' Attitudes Toward Email Marketing

    A core group of consumers who value email and are also go-tos within their communities for product recommendations — a group Forrester calls promotion influencers — are email marketers'...

    • Downloads: 758
  • For Marketing Leadership Professionals

    Report:Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search

    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: 838
  • For Marketing Leadership Professionals

    Report:Consumer Advertising Attitudes Rebound

    A Customer-Guided Approach Will Further Ad Relevance

    Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements...

    • Downloads: 461
  • For Marketing Leadership Professionals

    Report:How Europeans Search

    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: 533
    • Rating:
  • 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: 485
  • For Marketing Leadership Professionals

    Report:Consumer Email Attitudes Improve

    Consumers delete fewer email messages, integrate email promotions with personal emails, and forward promotional emails more today than in past years. But email marketers shouldn't be too smug about...

    • Downloads: 436
  • For Marketing Leadership Professionals

    Report:Email Marketing Comes Of Age

    Despite concerns about declining attitudes toward email marketing, the medium is alive and well. In fact, email lovers are some of marketers' most valuable customers. They spend more online, buy...

    • Downloads: 260
  • 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: 328
    • Rating: