Forrester

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...

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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: 1021
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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...

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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...

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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....

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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...

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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...

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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: 629
• Comments: 1

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 431

For Marketing Leadership Professionals

Report:The Interactive Brand Ecosystem

Put Interactive Marketing At The Heart Of Your Branding Campaigns

Your customers have entered an era of interactivity; it's time for your branding campaigns to catch up. Rather than continue to develop your brand in 30-second snippets and hope you can build a...

• Downloads: 1736

For Marketing Leadership Professionals

Report:Using Social Media To Create Mass Reach

The 2010 European Peer Influence Analysis Report

While most marketers struggle to generate reach through their social media marketing programs, a handful have unlocked the secret to finding large audiences: Mass Influencers. Our Peer Influence...

• Downloads: 984

For Marketing Leadership Professionals

Report:Defeating Social Clutter

Strategies For Connecting With Increasingly Overwhelmed Audiences

As consumers' use of social media matures, a new challenge faces marketers: connecting with their target audiences in increasingly cluttered social platforms. Many interactive marketers are falling...

• Downloads: 743

For Marketing Leadership Professionals

Report:European Social Technographics® 2010

The Rise Of The Joiners And The Conversationalists

Social media adoption in Europe continues to grow: 68% of online Europeans now use social technologies each month, up from 61% in 2009. Not only has the use of social networks grown significantly in...

• Downloads: 888

For Marketing Leadership Professionals

Report:Social Media Marketing For Financial Services

How To Navigate The Regulatory Minefield And Build Effective Social Media Programs

Financial services firms are beginning to adopt social technologies: In fact, we found that 79% of companies in the industry have some social media presence. But, held back by regulatory concerns and...

• Downloads: 1873

For Marketing Leadership Professionals

Report:Viral Video Creative That Works

The 2010 Viral Video WebTrack And Consumer Survey

More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any easier....

• Downloads: 576

For Marketing Leadership Professionals

Report:Brands Should Reach Gen Xers Through Word Of Mouth

The once "ambivalent" Generation X — adults ages 30 to 43 — has become a mainstay of the workforce. This generation has adopted social technologies and is highly vocal as nearly half tell...

• Downloads: 607

For Marketing Leadership Professionals

Report:User-Generated Video Contests

Best Practices For Driving More Entries And Creating Viral Impact

Many interactive marketers — encouraged by a string of high-profile user-generated video contests — are beginning to run online video contests of their own. These contests help marketers...

• Downloads: 472