For Customer Intelligence Professionals

Case Study: The UK's Channel 4 Decodes Customer Engagement

How To Measure Engagement To Drive Business Results

by Julie M. Katz, November 20, 2009

Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed . . .

For Interactive Marketing Professionals

Online Video Ad Creative

Digital Studios, Crowdsourcing Vendors, And Video Contests Offer Marketers New Sources Of Creative Content

by Nate Elliott, October 28, 2009

As interactive marketers' use of online video advertising grows, more of them face the challenge of finding video ad creative. For many interactive marketers, this means simply repurposing TV spots; however, television creative isn't always appropriate . . .

For Interactive Marketing Professionals

Selecting An Agency For Social Marketing

The Basic Steps Interactive Marketers Should Follow For Picking The Right Agency In This New Space

by Sean Corcoran, September 30, 2009

Social marketing is a hot topic in the world today, and many interactive marketers have inherited this responsibility on top of existing roles. And while marketers often rely on their agencies for many aspects of their business, the role of agencies with . . .

For Customer Experience Professionals

Interactive Design Agencies Go "Above The Line"

by Vidya L. Drego, September 3, 2009

Dramatic changes in consumer behavior and the economy have caused companies to shift budgets from traditional advertising to interactive marketing. Interactive agencies ride the trend with partnerships, acquisitions, new services — and a much bigger role . . .

For Interactive Marketing Professionals

Aligning Your Agencies For Social Marketing

by Emily Riley, August 11, 2009

Social marketing is on most interactive marketers' minds, but few have the in-house expertise necessary to create and fully execute a social marketing strategy. Interactive marketers consequently turn to multiple agency partners, each with their own strengths . . .

For Interactive Marketing Professionals

The Forrester Wave™: US Interactive Agencies — Strategy And Execution, Q3 2009

R/GA, VML, Sapient Interactive, And OgilvyInteractive Lead With Several Close Behind

by Sean Corcoran, August 7, 2009

Forrester's evaluation of the strategy and execution capabilities of interactive agencies across 39 criteria finds that the market has matured considerably in the past 18 months. The market is now ready to take a big step to join, and in some cases even . . .

For Interactive Marketing Professionals

The Forrester Wave™: Australian Interactive Marketing Agencies, Q3 2009

Amnesia Razorfish, HotHouse, Hyro, And The White Agency Emerge As Leaders

by Steven Noble, July 30, 2009

Forrester's first-ever evaluation of Australian interactive marketing agencies looked at 36 criteria and revealed a market that is split between its roots in technology and its emerging focus on marketing strategy. Amnesia Razorfish, HotHouse, Hyro, and . . .

For Customer Experience Professionals

The Forrester Wave™: Interactive Marketing Agencies — Web Design Capabilities, Q2 2009

Sapient, imc2, Razorfish, And Iconnicholson Lead With Ibm Interactive Close Behind

by Vidya L. Drego, June 5, 2009

In Forrester's evaluation of the Web design capabilities of leading interactive marketing agencies across 18 criteria, we found that Sapient, imc2, Razorfish, IconNicholson, and IBM Interactive led the pack for transaction-led projects — due in . . .

For Interactive Marketing Professionals

Navigating The Agency Landscape

A Road Map For Selecting And Managing Interactive Agencies

by Sean Corcoran, May 21, 2009

The drastic changes in consumer behavior due to fragmented media and Social Computing have created a fragmentation of agency services that is a virtual minefield for marketers. Selecting and managing an interactive agency portfolio in this new world can . . .

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

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 Customer Experience Professionals

Why Do Interactive Agencies Play Hard To Get?

Clients Must Ditch The Scattergun Approach To Hiring Design Partners

by Jonathan Browne, February 27, 2009

As the recession erodes Web budgets, customer experience professionals hope that agencies will be keener to bid on RFPs. Forrester's survey of 46 European agencies shows that agencies expect to be slightly more responsive than they were in 2008, but preparing . . .

For Interactive Marketing Professionals

The Forrester Wave™: US Search Marketing Agencies, Q1 2009

iProspect, iCrossing, And 360i Emerge As Leaders

by Shar VanBoskirk, January 21, 2009

Forrester's evaluation of search marketing agencies against 72 criteria finds this market more mature than during our 2006 Wave. iProspect leads the study again, this time because of its strategy and corporate leadership. iCrossing takes top honors for . . .

For Customer Experience Professionals

The 2009 European Web Design Vendor Survey

Forrester Asks 46 European Interactive Agencies About Their Web Design Practices

by Harley Manning, January 9, 2009

For Web site owners, choosing the right Web design vendor can be a serious challenge. Project costs are high, and agencies are becoming increasingly selective about the projects they take on. To help kick-start the vendor selection process, Forrester . . .

For Technology Sales Enablement Professionals

Role Profile: The CIO

Understanding And Marketing To The CIO Professional

by Emily Van Metre, Eric G. Brown, December 18, 2008

Knowing your customers will help your sales force start the right conversation with a prospect, understand how your products are relevant to your customers' daily life, and in the end help to land you a sale. This role profile will take you through key . . .

For Marketing Leadership Professionals

Fight The Recession With An In-House Agency

Improve Budget Control And Continuity In A Digital Age

by Jaap Favier, October 27, 2008

A Forrester study together with the In-House Agency Forum shows that firms that have an internal agency are more than satisfied with the quality, low cost, and stability that this department provides. Marketing leaders should take note — the needs for . . .

For Interactive Marketing Professionals

Agency Agenda

Advertisers' Hot Buttons and Pain Points

by Michael Greene, September 22, 2008

Agencies are anxious to deliver competitive products and services as they face economic pressures.

For Customer Experience Professionals

Molecular Brings Brand Personas To Life

Build Better Brand Experiences By Correlating Brand Attributes With Design Personas

by Ron Rogowski, September 8, 2008

Customer experience professionals struggle to create Web sites that support key brand attributes because their organizations often lack a shared definition of the brand. To fill the brand experience void, interactive agency Molecular has developed brand . . .

For Customer Experience Professionals

Strong Project Managers Drive Successful Web Design Projects

by Craig Menzies, July 8, 2008

In a recent survey of the European Interactive Agency Peer Research Panel (IAPRP), Forrester learned that project management is clearly a mission-critical issue: Clients considered it a key element of their Web design partner selection criteria, and agencies . . .

For Customer Experience Professionals

Making The Most Of Your Agency Web Design Budget

by Craig Menzies, April 14, 2008

Despite a gloomy economic forecast in the United States, members of Forrester's European Interactive Agency Peer Research Panel are optimistic about the state of their Web design businesses in 2008. To help guide Web site owners through economic uncertainty, . . .

For Interactive Marketing Professionals

Agencies Must Build Digital Skills To Survive

by Peter Kim, April 11, 2008

Traditional advertising agencies face significant technical difficulties. Clients are shifting business to digital shops, and consumers have turned away from media channels that built the agency industry and toward emerging Internet media. Ad agencies . . .

For Customer Experience Professionals

Where To Find Help With Usability Testing In Europe

Forrester Asks 38 European Usability Vendors About Their Usability Testing Capabilities

by Marta Baigorri, March 31, 2008

Companies looking to outsource their usability needs in Europe have a wide spectrum of companies to choose from. Our survey of usability vendors uncovered 38 firms that have significant experience conducting usability lab tests. We found that many of . . .

For Customer Experience Professionals

Making The Web Design Agency Relationship Work

by Craig Menzies, February 19, 2008

For Web execs, finding the right interactive agency to take on a site design project is hard enough — but creating a productive, long-term working relationship with that agency can be harder still. Unsatisfied Web design clients report frustrations around . . .

For Customer Experience Professionals

The 2008 European Web Design Vendor Survey

Forrester Asks 33 European Interactive Agencies About Their Web Design Practices

by Craig Menzies, January 31, 2008

For Web site owners, choosing the right Web design vendor is harder than ever. Project costs are high, and agencies are becoming increasingly selective about the projects they take on. To help kick-start the vendor selection process, Forrester gathered . . .

For Customer Experience Professionals

Tomorrow's Web Design Industry: What Web Site Owners Need To Know Now

Evolving Web Design Service Offerings Will Change Client-Agency Relationships

by Kerry Bodine, January 15, 2008

The Web design industry is undergoing a period of rapid change — and over the next 12 to 18 months, a new kind of agency will emerge from today's fragmented array of Web design providers. These firms will draw on the user-centered design and technology . . .