http://www.forrester.com/ Forrester is an independent technology research company that provides pragmatic and forward-thinking advice about technology's impact on business. en-us 1 2 3 4 5 6 7 8 9 120 http://www.forrester.com/imagesV2/affiliates/logos/forrester.gif http://www.forrester.com/ http://www.forrester.com/go?docid=61199&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Interactive marketers continue to rely on email subscriber valuation (ESV) to justify budgets and plan messaging strategies. Every email marketer should use Forrester's basic calculation to determine the relative value of their email subscribers. Marketers must also pursue advanced ESV models that pull in factors beyond tangible sales like brand lift, cross-channel acquisition and engagement, and cost avoidance. This report will help interactive marketers calculate ESV by following a three-step formula and also discuss the additional variables and methods for building more sophisticated ESV models. Marketing & Advertising Wed, 01 Feb 2012 05:00:00 GMT "Ari Osur" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61199&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61191&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Mint.com wanted to increase traffic from new and returning users to its site as well as deepen engagement and exposure to monetized elements. By employing a suite of game mechanics — including challenges, progress bars, and alerts — more than 75% of Mint users now log in daily or more frequently. This case study explores how the money management website "gamified" consumer finances to create a stickier, more profitable website. Marketing & Advertising Financial Services Media & Entertainment Thu, 26 Jan 2012 05:00:00 GMT "Elizabeth Shaw" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61191&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61240&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Governments are placing pressure on interactive marketers, in most cases by mandating clear rules around how customer data is obtained, used, and stored for marketing. While interactive marketers must legally respond, they should also take the opportunity to go further and recognize new paradigms of consensual targeting. Why? Because consumers don't always see targeting options as simply black and white and stand to benefit from a more nuanced approach. This document not only challenges brands, publishers, and targeting services to offer a clear, transparent privacy solution, but also outlines an approach to the privacy dialogue that not only reassures customers but deepens their connection with the message. Marketing & Advertising Consumer Technology Government Media & Entertainment Fri, 13 Jan 2012 05:00:00 GMT "Anthony Mullen" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61240&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61094&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Publishers judge sell-side platforms (SSPs) primarily by the size of the check delivered by the vendor at the end of a month-long test. By making such a short-sighted decision, however, publishers are overlooking the important strategic implications of their vendor choice that will actually lose them more money in the long run. Publishers should select an SSP that offers the right mix of technology and services to suit their long-term needs, including the ability to introduce new types of buying methods, technology stack integration, and customer service capabilities. Marketing & Advertising Sourcing & Procurement Tue, 10 Jan 2012 05:00:00 GMT "Michael Greene" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61094&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=60384&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 In Forrester's 34-criteria evaluation of sell-side platform vendors, we found that AppNexus and Admeld led the pack because of their highly granular controls for publishers and proven ability to support a diverse array of sales opportunities. These leads, however, are far from insurmountable, and they face strong competition from other leading vendors — notably PubMatic and Rubicon Project — which are aggressively ramping up their development efforts and turning once-distinguishing platform features into table stakes. Customize this Forrester Wave™ to determine which sell-side platform partner suits your needs best. Marketing & Advertising Tue, 03 Jan 2012 05:00:00 GMT "Michael Greene" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=60384&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/rb/teleconference/2012_interactive_marketing_predictions_and_content_plan/q/id/8331/t/1 Major changes are afoot for Interactive Marketing Professionals. With the rise of the social-local-mobile customer, once-mature marketers are faced with a steep learning curve. This teleconference illuminates 2012 predictions that will impact interactive marketing and reviews planned research that Forrester will publish to help marketers gain traction in a newly multi-screen environment. Wed, 21 Dec 2011 05:00:00 GMT "Emily Riley" <resourcecenter@forrester.com> http://www.forrester.com/rb/teleconference/2012_interactive_marketing_predictions_and_content_plan/q/id/8331/t/1 http://www.forrester.com/go?docid=61142&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 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' attention on a new platform, or they risk being overtaken by their competitors. Brands looking to drive high engagement need to focus on consistent and engaging experiences that deliver value to the consumer. This short report provides best practices for delivering value through mobile devices. Marketing & Advertising eBusiness/eCommerce Thu, 15 Dec 2011 05:00:00 GMT "Elizabeth Shaw" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61142&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=59169&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 In Forrester's 48-criteria evaluation of demand-side platform (DSP) vendors, we found that MediaMath, Turn, and DataXu led the pack because of the breadth of their media access, the depth and acumen of their audience management capabilities, and their expertise in algorithmic optimization. Invite Media by Google features an intuitive and easy-to-use self-serve offering but lacks some of the bells and whistles of our top three. AppNexus, a well-scaled provider of real-time bidding (RTB) infrastructure and tools for the sell-side, lags behind in its buy-side focus, while X Plus One, strong in audience management and algorithmic optimization, is less focused on providing a self-serve platform solution. LucidMedia Networks, which trails the pack, brings a strong technology focus to its DSP but lacks the resources and marketer-friendly orientation of several of its competitors. Marketing & Advertising Sourcing & Procurement Wed, 14 Dec 2011 05:00:00 GMT "Joanna O'Connell" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=59169&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61149&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 European online display ad spending will grow at a CAGR of 13% over the next five years — driven by massive increases in spending on video and rich media advertising. The three largest display markets in Western Europe, the UK, France, and Germany will grow at an average to below-average rate for the region, while a few smaller markets such as Spain, Greece, and Portugal start to pick up their pace. This brief report highlights the overall growth in display spending in Western Europe, with details by ad type and country. Marketing & Advertising Consumer Technology Tue, 13 Dec 2011 05:00:00 GMT "Anthony Mullen" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61149&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61145&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Business-to-business (B2B) financial services interactive marketers will likely feel the squeeze in 2012 as they look to deliver improved performance with limited budget growth. While this economic reality makes radical transformation of marketing organizations, planning processes, and technology infrastructure unlikely, B2B financial services (FS) interactive marketers can still improve their marketing maturity by focusing on low-hanging fruit such as stronger sales communication and better usage of existing tools. Market Research Marketing & Advertising Sales, Marketing, & Product Strategy Financial Services Tue, 13 Dec 2011 05:00:00 GMT "Michael Greene" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61145&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61047&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Networks have launched co-viewing apps for PCs, tablets, and smartphone devices and are seeing some great results — from driving tune-in to additional engagement, loyalty, and recall. Interactive marketers looking to sync with their organizations' planned TV media buys should test new opportunities on the "second screen" to benefit from these same outcomes. Marketers can work with networks directly or with a new crop of vendors that specialize in branded co-viewing, sponsorships on check-in apps, and synchronized advertising. Second screen interactive marketing allows brands to reach new audiences and engage deeply with existing ones. To gain momentum from early tests, marketers must use new data tools to make informed media buys and pitch creative ideas to networks. Customer Experience IT Infrastructure & Operations Marketing & Advertising eBusiness/eCommerce Fri, 09 Dec 2011 05:00:00 GMT "Elizabeth Shaw" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61047&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61064&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results over time. This report defines the four primary levels of interactive marketing measurement maturity — using the pillars of culture, organization, data, and technology to define the hallmarks of each stage — and provides both a diagnostic to help interactive marketers self-identify their organization's level of measurement maturity and a framework to help them move from one level to the next. Marketing & Advertising Fri, 09 Dec 2011 05:00:00 GMT "Joanna O'Connell" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61064&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61063&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 The days of the fun — but not very efficient — three-martini lunch are waning. A new breed of technology-centric tools and processes, such as those found in demand-side platforms (DSPs), is revolutionizing the media-buying ecosystem. A host of media platforms, including MediaMath and DataXu, is now available to buyers looking for more transparent and operationally efficient ways to manage their digital media campaigns. Buyers should use Forrester's self-assessment tool to help them select the right partner or partners. Marketing & Advertising Wed, 07 Dec 2011 05:00:00 GMT "Joanna O'Connell" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61063&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61158&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 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, value-added interactions across the interactive screens they use, anytime, anywhere. We predict that in 2012, surging social-local-mobile adoption will serve as a catalyst for interactive marketers to provide customized value to a new multiscreen clientele. We'll see this shift through marketers' innovations in how they message across screens, buy media, globalize their programs, and measure success. This short report examines these changes and their implications for interactive marketers. Marketing & Advertising Wed, 07 Dec 2011 05:00:00 GMT "Emily Riley, Joanna O'Connell, Ari Osur, Elizabeth Shaw, Melissa Parrish, Nate Elliott" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61158&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=61131&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 As an interactive marketer your role is growing more important than ever, but the resulting increased visibility brings closer scrutiny and pressure to clarify your direction, budgets, staffing, and processes. To help, this short Topic Overview highlights resources from Forrester that address this challenge, including quantitative research reports, best practices, and a new type of research resource: an interactive benchmarking tool that enables you to assess how you compare to our panel of 250 interactive marketing professionals through your answers to five essential questions. Marketing & Advertising Tue, 22 Nov 2011 05:00:00 GMT "David Truog, Emily Riley" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=61131&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=60254&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 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 right channel and platform choices, study your target audience's use of and trust in each channel, build a customized brand ecosystem map that reflects these behaviors and preferences, and then focus your staff and budget on the channels that matter most to your audience. Marketing & Advertising Wed, 26 Oct 2011 04:00:00 GMT "Nate Elliott" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=60254&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=60239&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 As an interactive marketer you need to use new social technologies, but with few staff and little budget. So you have no choice but to hire help from outside partners. How and who to choose amid the throng of consultants, agencies, and technology providers that call themselves experts in social media? For starters, understand the four kinds of partners you can hire for social media marketing, and which of the six types of help you may need that they offer. Next, follow these four steps: prioritize your objectives, determine which services you need, partner with technology firms for additional services, and rely on agencies to fill the gaps. To succeed, skip firms that merely talk a big game about social media — focus instead on those with real experience. Customer Intelligence Marketing & Advertising Thu, 06 Oct 2011 04:00:00 GMT "Sean Corcoran" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=60239&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=60302&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Marketers are confused by the social gaming developer and publisher landscape, and it's no wonder. With surging consumer adoption and an explosive market that's forecast to reach $4 billion by 2015, many providers are throwing their hats in the ring. But do they have the tech chops and strong relationships with social networks that matter to get the job done? To help answer these questions, Forrester evaluated leading developers and publishers that offer brands in-game marketing opportunities and boast high daily and monthly average user rates. Marketing & Advertising Sourcing & Procurement Media & Entertainment Wed, 21 Sep 2011 04:00:00 GMT "Elizabeth Shaw" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=60302&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=58354&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship marketing tactics and opaque ad networks with programmatic media buying that includes transparent ad exchanges and audience targeting. These new options give interactive marketing professionals what they crave — better targeting, less waste, more efficiency, and better results. However, marketers who don't take an active role in managing this new form of media buying will pay the price, either by dealing with inefficient buyers reluctant to abandon the old model or by ceding control to a demand-side platform (DSP) or central trading desk without entirely understanding its methodologies. To take full advantage of the opportunity and move one step closer to achieving the CORE mission, interactive marketers must jump into programmatic media buying by evaluating their current media buying partners against a new set of programmatic vendor and agency options to determine their ideal balance of service and control. Marketing & Advertising Wed, 21 Sep 2011 04:00:00 GMT "Joanna O'Connell, Michael Greene" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=58354&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 http://www.forrester.com/go?docid=60181&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4 Interactive marketing teams have grown since 2009 — but big doesn't equal mature. Interactive marketing maturity correlates to nimble processes and facility with data-driven marketing, which requires specialized skills, not just more muscle. Unlocking your best interactive resources means changing your entire marketing organization, not just your interactive team. And you may end up hiring more traditional marketing staff. Marketing & Advertising Wed, 21 Sep 2011 04:00:00 GMT "Shar VanBoskirk" <resourcecenter@forrester.com> http://www.forrester.com/go?docid=60181&src=RSS_CustomFeed&cm_mmc=Forrester-_-RSS-_-Document-_-4