Forrester

For Marketing Leadership Professionals

Report:Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business

An Empowered Report

Just a few years ago, mobile virtual network operators (MVNOs) were a dime a dozen. Big companies like Disney and ESPN tried — yet failed — to create a mobile experience differentiated...

• Downloads: 377

For Marketing Leadership Professionals

Tool:How Companies Make Sure Users Can Find Their Facebook Pages

For Customer Insights Professionals

Tool:The Most Popular Industries For Online Discussion

For Customer Insights Professionals

Report:Case Study: Gatorade's "Mission Control" Quenches Thirst For Real-Time Social Interaction

Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like...

• Downloads: 319

For CMO Professionals

Report:Chart A New Course For Your Brand

Strategic Plan: The 21st Century Brand Marketing Playbook

In order to build and preserve brand equity in the face of higher consumer expectations and support 21st century brand marketing, CMO and marketing leadership professionals must develop a strategic...

• Downloads: 430
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For Marketing Leadership Professionals

Report:Campaign Verification Pulls Back The Curtain On Display

Many online marketers are paralyzed by the murky unknown of the online display market. In a recent survey, we found that 51% say they are likely to simply continue buying the online media that they...

• Downloads: 249

For CMO Professionals

Report:Managing Brand Health In The Digital Age

How To Diagnose And Treat Your Brand's Resilience And Responsiveness

CMOs who remain detached from the everyday pulse of consumer sentiment are putting their brands at great risk. A brand's health is more vulnerable in the digital age as consumer opinion travels...

• Downloads: 795

For CMO Professionals

Report:Case Study: JetBlue Connects The Dots To Deliver Marketable Service

JetBlue Airways has had trend-defying growth — at 10 years old, it is now a $4 billion company — in an environment where consumers are flying less, costs continue to increase, and the...

• Downloads: 333

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Are Slow To Embrace Emerging IM Tactics

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: 45

For Customer Insights Professionals

Tool:Self-Diagnostic Tool

For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 630

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: 377

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: 835

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: 1022

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 714

For CMO Professionals

Report:Competitive Strategy In The Age Of The Customer

Only Customer-Obsessed Companies Can Survive Disruption

Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can't save you. In this age of the customer, the only...

• Downloads: 2805

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Favor Traditional Publishers

For Marketing Leadership Professionals

Report:Objectives Are The Key To Social Strategy

Strategic Plan: The Social Marketing Playbook

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...

• Downloads: 3708
• Comments: 1
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For Customer Insights Professionals

Report:Predictions 2011: What Will Happen In Market Research

Major Changes Are In Store For The Market Research Profession

Until a couple of years ago, the market research department was the only department that proactively collected data from customers and prospects and broadcast it into the organization, but now data...

• Downloads: 900

For Marketing Leadership Professionals

Report:Customize Your Interactive Brand Ecosystem

Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

• Downloads: 632
• Comments: 1

For Marketing Leadership Professionals

Report:Make The Switch To The Customer Life Cycle

Strategic Plan: The Customer Life-Cycle Marketing Playbook

The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer life...

• Downloads: 1024

For Customer Insights Professionals

Report:Revisiting The Enterprise Marketing Software Landscape

Consolidation And Growth Drive A Dynamic Software Marketplace

Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

• Downloads: 918
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For Customer Insights Professionals

Report:Organize For Social Intelligence

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions is a tricky practice. It takes the right combination of clarity of objective, business planning, technology, and, most...

• Downloads: 1038

For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 182