Forrester

For Marketing Leadership Professionals

Tool:Communities Dominate Marketers' Emerging Media Plans

For Marketing Leadership Professionals

Report:Choosing The Right Media Mix 2010: Europe

From Creating Awareness To The Act Of Purchase

Television is still the dominant medium to get messages in front of European consumers, but the Internet is now the primary medium consumers use to research their purchases. Within the digital...

• Downloads: 654

For Marketing Leadership Professionals

Report:US Mobile Search And Display Forecast, 2010 To 2015

Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing mobile...

• Downloads: 963

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: 490
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For Marketing Leadership Professionals

Report:Four Steps To Tackle The Shift To The Customer Life Cycle

Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

• Downloads: 659
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For Marketing Leadership Professionals

Report:Appealing To Consumers With Mass-Customized Product Strategies

Entice Customers Into The Loyalty Cycle

While appealing to customer needs is always important in product strategies, it's imperative for mass-customized offerings in particular. Buyers must have the right options available to them —...

• Downloads: 358

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 852

For Marketing Leadership Professionals

Tool:The Mobile Velocity Scorecard

For Marketing Leadership Professionals

Tool:PC And Mobile Internet Usage Growth

For Marketing Leadership Professionals

Report:How To Get Started With Mobile Display

Display marketers are eager to launch mobile campaigns. But they face challenges such as audience fragmentation, a chaotic vendor landscape, and myriad new technologies and devices. In order to...

• Downloads: 618

For Marketing Leadership Professionals

Tool:Display Media Preferences Change

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: 3367
• Comments: 2
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For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 222

For Marketing Leadership Professionals

Report:Digital Marketing: The Future Of Mobile Is Context

Mobile Transforms How Interactive Marketers Engage With Customers

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the...

• Downloads: 1396

For Marketing Leadership Professionals

Client Inquiry:How Are Brands Encouraging Social Interaction On Mobile Devices?

How are brands using social and encouraging consumers to interact with social on mobile devices, especially in automotive?

For Marketing Leadership Professionals

Report:2011 Mobile Trends

For consumer product strategy professionals who want to engage with their customers in the mobile environment, navigating the complex mobile ecosystem with its many different devices, platforms, and...

• Downloads: 5979
• Comments: 2
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For Marketing Leadership Professionals

Report:Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

ForecastView Spreadsheet

Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

• Downloads: 3
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For Marketing Leadership Professionals

Report:Gamification: "Level Up" Your Strategic Approach

Over the past year, marketers have made the shift from learning about the meaning of gamification to incorporating it into their strategies. But so far, the results have been mixed, as the...

• Downloads: 87

For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

Delivering Utility At Speed To Perpetually Connected Customers

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

• Downloads: 406

For Marketing Leadership Professionals

Report:Partner Up For Influencer Marketing

Work With Key Collaborators To Identify And Engage Influencers

Interactive marketers are often responsible for influencer marketing programs, particularly within business-to-consumer (B2C) organizations. But identifying and engaging influencers is both complex...

• Downloads: 376

For Marketing Leadership Professionals

Tool:Interactive Marketers Express Interest In Mobile Marketing

For Marketing Leadership Professionals

Report:"Smart Body, Smart World" For Marketers

Sensor Devices Disrupt Marketing Practices

Your customers are becoming even more connected. Sensor-laden devices on our bodies, in our homes, in our cars, and virtually everywhere else are creating new opportunities and demands for marketers....

• Downloads: 258
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For Marketing Leadership Professionals

Report:2012 Interactive Marketing Predictions

Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...

• Downloads: 1671

For Marketing Leadership Professionals

Tool:Mobile Users Research, Purchase, And Receive Coupons With Their Mobile Phones

For Marketing Leadership Professionals

Report:How To Choose Partners For Social Marketing

Tools And Technology: The Social Marketing Playbook

This report outlines how interactive marketers can choose the right tools and partners for their social marketing programs. As an interactive marketer, you need to use new social technologies —...

• Downloads: 913
• Comments: 3
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