Forrester

For Marketing Leadership Professionals

Report:Mobile Apps For Marketing

When And How Interactive Marketers Should Build Apps For Marketing Purposes

Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

• Downloads: 491
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For Marketing Leadership Professionals

Report:Drive Higher Brand Engagement On Mobile Devices

Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer

Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

• Downloads: 591

For Marketing Leadership Professionals

Report:Trial NFC To Connect The Real World With Mobile

The Time Is Right To Test Hyperlocal Near Field Communication (NFC)

Near field communication (NFC) allows consumers to use their mobile and custom devices to directly interact with almost any real-world object such as posters, clothes, and shop windows. The allure of...

• Downloads: 652
• Comments: 2
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For CMO Professionals

Report:Marketers Need To Put Money Where A Consumer's Mouth Is

How Consumers Discover New Brands, Products, And Services

This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

• Downloads: 257
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For Marketing Leadership Professionals

Report:Marketing Via Geosocial Apps: Why And How

Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

• Downloads: 582

For Marketing Leadership Professionals

Report:Don't Confuse Tablet And Mobile Marketing

Contextual Marketing Demands A Unique Approach To Tablets

Too many marketing leaders still lump tablets and smartphones in the same mobile bucket. That's a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within...

• Downloads: 112

For CMO Professionals

Report:The Role Of Digital In The Path To Purchase

New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

• Downloads: 1252
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For Marketing Leadership Professionals

Report:Understand Immediacy, Simplicity, And Context

Processes: The Mobile Marketing Playbook

This report highlights the key principles of mobile experience that interactive marketers must weave into the process of crafting mobile marketing strategies. More people own smartphones than ever...

• Downloads: 1391
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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: 1024
• Comments: 2
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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: 832

For eBusiness & Channel Strategy Professionals

Report:Mobile Technographics®: Australian Online Shoppers

Choosing The Right Approach For Your Target Consumers

Mobile commerce is growing in Australia at a rapid pace. To shape sensible strategies, Australian eBusiness professionals must understand the behavior of their customers. For example, they should...

• Downloads: 240

For Marketing Leadership Professionals

Report:Mobile Marketing: Not The Same On Tablets As On Smartphones

Effective mobile marketing begins with understanding how consumers use the two main types of mobile devices that can deliver rich marketing experiences: smartphones and tablets. This short report...

• Downloads: 1223
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For eBusiness & Channel Strategy Professionals

Report:How Consumers Discover New Brands, Products, And Services

A Technographics® Data Essentials Report

Discovery is the first phase of the customer life cycle — it's the crucial time when consumers first find out about new brands, products, and services. If the "Discover" phase is successful,...

• Downloads: 100

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Discover Phase) Survey Q3 2012 (US)

Forrester conducted an online survey fielded in September 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence...

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Engage Phase) Survey, Q2 2012 (US)

Forrester conducted an online survey fielded in June 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence that...

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: 396
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