For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Interactive Marketing Professionals

How Europeans Search

by Shar VanBoskirk, Rebecca Jennings, October 30, 2009

Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search engine results. However, European consumers are wary of paid . . .

For Interactive Marketing Professionals

Rich Search Ads: Too Early For Most Advertisers

by Neil Strother, September 30, 2009

Some search marketers are experimenting with new ad formats — what Forrester calls rich search ads — that can include product images, promotional videos, and interactive forms. But search engines have limited access to trials of rich search ads to a few . . .

For eBusiness & Channel Strategy Professionals

US Affiliate Marketing Forecast, 2009 To 2014

Affiliate Marketing Will Be A $4 Billion Market By 2014

by Patti Freeman Evans, September 25, 2009

Affiliate marketing is a low-risk, high-return strategy for online marketers. US affiliate marketing spending will thus reach $4 billion by 2014 and will increase at a compound annual growth rate (CAGR) of 16% from 2009 through 2014. Payments to affiliate . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: How Consumers Connect With Companies Online  (482 KB PPT)

by Corina Matiesanu, September 18, 2009

This highlight deck summarizes the key findings related to brand and company interactions from Forrester's North American Technographics Interactive Marketing Online Survey, Q2 2009 (US). This is the third survey highlight in a series from the North American . . .

For B2B Market Research Professionals

Sources That Influence Telecom And Network Purchasing Decisions Of Canadian VSB/SMBs: 2009   (422 KB PPT)

by Ellen Daley, August 7, 2009

Using data from BDS' Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009 survey, Forrester Research examines Canadian SMBs and very-small businesses (VSBs) and the sources of information that influence their telecom . . .

For Interactive Marketing Professionals

The Best And Worst Of Paid Search In 2009

Forrester Applies Its Search Marketing Review To 300 Keyword Ads

by Shar VanBoskirk, July 23, 2009

Forrester applied an adjusted version of its Search Marketing Review methodology to 300 paid search ads from the retail, travel, consumer packaged goods (CPG), media and entertainment, financial services, and business services industries. Despite some . . .

For Interactive Marketing Professionals

US Interactive Marketing Forecast, 2009 To 2014

Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media

by Shar VanBoskirk, July 6, 2009

Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. . . .

For Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For Consumer Product Strategy Professionals

Mobile Search: In Search Of Relevance

by Thomas Husson, June 16, 2009

It is still early days for the European mobile search market. Despite an increase in mobile search adoption in Europe, it is still far from reaching the mass-market adoption levels of PC-based search. As a result, advertisers' spend has remained limited. . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2009: Marketing

by Sucharita Mulpuru, June 5, 2009

This report reflects the 12th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the business-to-consumer . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch In 2009

The Recession Inhibits Firms From Trialing Emerging Channels

by Shar VanBoskirk, June 4, 2009

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead, they cling to direct response specialists email and search . . .

For Interactive Marketing Professionals

Bing: The Next Big Search Thing

Microsoft Introduces A User-Centric Approach To Search

by Shar VanBoskirk, June 1, 2009

Microsoft's new "decision engine," Bing, changes the search game, not by catapulting Microsoft ahead of Yahoo! and Google but by introducing a new user-centric way of finding and displaying relevant search results. Forrester expects Bing's concierge approach . . .

For Interactive Marketing Professionals

Online Directories And Internet Yellow Pages In Europe

by Nate Elliott, May 29, 2009

Most Europeans follow traditional national preferences when looking for directory information: British and German users prefer offline directory options, while French users — trained by Minitel to get phone numbers and addresses on their computers — show . . .

For Interactive Marketing Professionals

Coordinated Multichannel Campaigns

Strategies For Capturing Users' Reactions To Brand Advertising

by Nate Elliott, May 15, 2009

Most marketers invest heavily across a wide variety of marketing channels but still struggle to fit the pieces together: Only 45% of online advertisers coordinate Web design and search with their advertising creative. To achieve better coordination, marketers . . .

For Interactive Marketing Professionals

How To Set Goals For Paid Search Success

by Nate Elliott, May 13, 2009

Search engine marketing dominates the online advertising landscape: Nearly half of US online ad spending is dedicated to paid listings. However, too few search marketers understand how to measure the business value of paid search campaigns. As keyword . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Interactive Marketing Professionals

Best Practices For Integrated Sponsorships

Defusing Technical And Logistical Landmines

by Nate Elliott, April 28, 2009

Twenty-eight percent of US interactive marketers have run a content sponsorship or advertorial in the past year. However, marketers consistently run into roadblocks that result in less than ideal creative execution and even missed launch dates. To plan . . .

For Technology Product Management & Marketing Professionals

B2B Marketers' 2009 Budget Trends

Dollars Shift To Digital Tactics As The Recession Provokes Deep Cuts

by Laura Ramos, April 24, 2009

What a difference a year makes. Compared with our year-end 2007 study, the outlook for business-to-business (B2B) marketing budgets is, not surprisingly, dire. Facing budget reductions of 23% on average, most marketers try to fend off deeper cuts while . . .

For Technology Product Management & Marketing Professionals

The Down Economy Pushes B2B Digital Tactics Ahead

Integrate Email, Digital, And Search Marketing To Make The Marketing Mix Pay Off

by Laura Ramos, April 24, 2009

As the current recession continues through 2009, a company's marketing mix must produce sales-ready results using less expensive channels. Digital marketing creates engaging, interesting experiences that rival personal selling without the cost of travel . . .

For Interactive Marketing Professionals

The Social Technographics® Profile Of European Baby Boomers

Reaching Older Consumers Through Social Media

by Rebecca Jennings, April 10, 2009

Interactive marketers already know that young consumers are very engaged in social media but often fail to appreciate that social tools can be an effective mechanism to reach older users. More than one-third of consumers ages 43 to 63 already read social . . .

For eBusiness & Channel Strategy Professionals

Online Marketing Benchmarks For Internet Retailers

by Patti Freeman Evans, April 3, 2009

Search engine marketing continues to be a central part of online advertising budgets, as well as the main driver of online sales. At the same time, the percentage of advertising spending is directly proportional to the percentage of online sales generated . . .

For Interactive Marketing Professionals

The Search Marketing Vendor Landscape

A Directory Of Search Marketing Technology And Services Providers

by Shar VanBoskirk, March 25, 2009

Search marketing vendors provide the technology and services needed to manage increasingly complex paid search media buys and search engine optimization efforts. In January 2009, we published a detailed evaluation of seven US search marketing agencies . . .

For eBusiness & Channel Strategy Professionals

Global Expansion Through International Shipping

Serving Customers In International Markets From A Domestic Base

by Zia Daniell Wigder, March 25, 2009

With budgets squeezed in today's economic environment, many US companies are looking for low-cost options to tap into international consumer demand. International shipping provides a way for merchants to test international waters and diversify revenues . . .

For eBusiness & Channel Strategy Professionals

Case Study: Customer Centricity Drives Esurance's eBusiness Strategy

by Chad Mitchell, March 23, 2009

Over the past decade, US direct insurer Esurance has survived the dot-com bubble while carving out a growing share of the auto insurance market. The firm established itself as a viable challenger brand to direct insurance Goliaths GEICO and Progressive . . .