Forrester

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 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: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 Marketing Leadership Professionals

Report:Updated Q1 2012: Use Social Media To Boost Your TV Audience

Social media is changing the way audiences engage with TV. Led by Generation X and Generation Y, audiences are increasingly multitasking on digital devices while watching TV — and sharing what...

• Downloads: 520

For Marketing Leadership Professionals

Report:Boost Your Content Ecosystem With Video

How To Use Online Video Content To Drive Results

Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Downloads: 571

For Marketing Leadership Professionals

Report:Global Social Media Adoption In 2011

A Review Of Forrester's Social Technographics® Data From Around The World

Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country and...

• Downloads: 763
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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: 978

For Marketing Leadership Professionals

Report:Tap Into Social Media's Unexpected Global Hotspots

Global Social Media Adoption In 2011 And What Interactive Marketers Should Do About It

It's no secret that the groundswell has gone global: Internet users all over the planet have embraced social media. But there are strong differences from country to country in how people use social...

• Downloads: 286
• Comments: 1
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For Marketing Leadership Professionals

Report:Power Your Brand Ecosystem With Social Media

Vision: The Social Marketing Playbook

You already know your audience uses social media; one minute they're planning vacations on Twitter and the next they're toppling governments with the help of Facebook. And because your customers use...

• Downloads: 1058
• Comments: 2
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For eBusiness & Channel Strategy Professionals

Report:Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy

Online consumers' preferences for online customer service channels are evolving. More online consumers have adopted online self-service in the past two years; it has also disappointed more consumers....

• Downloads: 744
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For eBusiness & Channel Strategy Professionals

Report:European eBusiness Executives Take A Cautious Approach To Daily Deals

Brand And Margin Protection Inhibit Adoption, But Other Approaches Are Emerging

Skepticism is the watchword across Europe as eBusiness executives consider engaging with daily deals sites such as Groupon and Living Social. Concerns about brand damage and sales cannibalization are...

• Downloads: 157

For Marketing Leadership Professionals

Report:Innovate Interactive Healthcare Marketing Without Rocking The Boat

Online healthcare marketing is a big opportunity; while interactive spending will grow rapidly over the next four years, the overall industry remains conservative in spend and innovation. Digital...

• Downloads: 594
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For Marketing Leadership Professionals

Report:Winning Social Media Marketing In China

Identify The Right Social Platform To Reach Your Audience And Achieve Your Objectives

Most marketers realize the importance of going social to reach hypersocial Chinese consumers — but China's highly fragmented social media landscape makes it challenging to select the right...

• Downloads: 135

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

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 484
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For Marketing Leadership Professionals

Report:Digital Natives: A Demographic Overview

North American Technographics®

Digital natives have grown up in the age of technology and cannot imagine a life without computers, cell phones, and social networking. Although digital natives may not have large amounts of...

• Downloads: 144

For Marketing Leadership Professionals

Report:Push Traditional Budgets Online In Emerging Markets

Interactive Marketing Is The Best Way To Reach Attractive Consumers In The BRICs And Beyond

Interactive marketing often takes a back seat in emerging markets, a victim of the low online penetration in these countries and of local marketing teams who lack experience with interactive tools....

• Downloads: 256
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For Marketing Leadership Professionals

Report:Twitter: The Public Forum For Your Brand

How Interactive Marketers Should Tap Twitter For Real Business Results

With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

• Downloads: 671
• Comments: 1
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For Marketing Leadership Professionals

Report:The Always Addressable Customer

Vision: The Mobile Marketing Playbook

This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

• Downloads: 783
• Comments: 1
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For CMO Professionals

Report:Look To Asia To Inspire And Pilot Your Marketing Innovation

Asian markets are key for international brands: With 60% of the world's population and continuing economic growth, senior marketers are paying close attention to the region's potential. CMOs should...

• Downloads: 204
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For Marketing Leadership Professionals

Report:How To Defuse Digital Marketing Privacy Concerns

Stay Ahead Of Privacy Legislation By Creating A Value-For-Data Exchange

Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is...

• Downloads: 371

For Marketing Leadership Professionals

Report:Global Social Media Adoption

Landscape: The Social Marketing Playbook

Social media has gone global: The large majority of online adults in North America, Europe, metro Asia, and Latin America use social media regularly. For marketers, the question is no longer whether...

• Downloads: 1034
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For eBusiness & Channel Strategy Professionals

Survey:Hispanic Technographics® Online Survey, Q4 2011 (US)

Forrester conducted an online survey fielded in November 2011 of 4,030 US Hispanic individuals ages 18 to 75. For results based on a randomly chosen sample of this size (N = 4,030), there is 95%...

For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

• Downloads: 1241
• Comments: 4
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For Marketing Leadership Professionals

Report:Social Media Marketing In China

How And Where To Tap Into China's Hypersocial Online Population

Chinese online adults are among the most socially active we survey anywhere in the world — so if you're aiming to reach Chinese audiences you'd be wise to invest in social media. But this...

• Downloads: 335
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