For eBusiness & Channel Strategy Professionals

Adaptive Brand Marketing: An eBusiness Perspective

by Sucharita Mulpuru, November 13, 2009

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep . . .

For Interactive Marketing Professionals

Three Steps To Measuring Social Media Marketing

A Measurement Framework Based On Objectives, Not Technologies

by Nate Elliott, October 29, 2009

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily . . .

For Marketing Leadership Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

For Customer Intelligence Professionals

Executive Q&A: Marketing Mix Modeling

A Guide For Customer Intelligence Professionals

by Julie M. Katz, September 23, 2009

The current economic climate is causing marketers to wake up to how their budgets are distributed and how effective their marketing programs are. Customer intelligence professionals control their companies' marketing data and can help them make sense . . .

For Interactive Marketing Professionals

The ROI Of Email Relevance, 2009

New Rules To Improve The Bottom Line

by David Daniels, September 16, 2009

Email marketer expectations and sophistication are increasing. Forrester's Q1 survey of 104 email marketers found that the number of email marketers using click-through data as a segmentation attribute grew to 51%, its highest level ever. Yet, the survey . . .

For Customer Intelligence Professionals

Creating A Customer Contact Governance Council

Successful Contact Strategies Require Cross-Functional Support

by Suresh Vittal, Dave Frankland, September 10, 2009

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers . . .

For Marketing Leadership Professionals

The Media Meltdown Makes Integrated Marketing An Imperative

by David Card, August 24, 2009

Created by digitization and accelerated by the recession, the Media Meltdown of fragmented audiences and broken business models is disrupting traditional marketing strategies and partnerships. Marketing leaders must work with their teams, agencies, and . . .

For Interactive Marketing Professionals

Committing To Meaningful Digital Metrics

by Emily Riley, July 15, 2009

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure . . .

For Interactive Marketing Professionals

Listening Metrics That Matter

Avoid Data Overload By Targeting Metrics That Support Specific Listening Goals

by Suresh Vittal, May 29, 2009

The growing popularity and influence of social media makes listening a critical research and insight generation activity. Marketers are turning to listening platforms to harvest the rich trove of consumer conversations generated across all social media . . .

For Interactive Marketing Professionals

Understanding Metric Methodology Is The Key To Email Marketing Effectiveness

Avoid The Common Perils Of Email Performance Measurement

by David Daniels, May 28, 2009

While organizations are captivated by the economics of email marketing, just 51% of 286 email marketers surveyed in a July 2008 Jupiter/ClickZ survey agreed that they understand the methodology their applications use to calculate email metrics like click-through . . .

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 Interactive Marketing Professionals

How To Choose A Listening Platform

Five Questions To Guide The Selection Process

by Suresh Vittal, May 5, 2009

Marketers are using listening platforms to keep up with the rapidly evolving world of online discussions. But a crowded and immature marketplace with many confusing messages makes selecting the right listening platform challenging. To help, Forrester . . .

For Interactive Marketing Professionals

Five Ways To Improve The ROI Of Your Behavioral Targeting Campaigns

by Emily Riley, April 28, 2009

Nearly one-quarter of all interactive marketers use behavioral targeting, and that number is growing faster each year for good reason. Behavioral targeting cuts through ad clutter and puts the right marketing message in front of the right people. However, . . .

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

Return To The Behavioral Bandwagon

Online Ad Targeting In Europe Is Finally Rolling — And Just In Time

by Nate Elliott, March 31, 2009

With the economy in trouble and interactive marketers working hard to justify their budgets, online ad targeting can provide a vital boost in campaign performance. Spurred on by new offerings from Google and other vendors, marketers' use of online ad . . .

For Marketing Leadership Professionals

Understanding The Marketing And IT Relationship

by Suresh Vittal, Jennifer Joseph McGann, March 31, 2009

Forrester surveyed 224 direct marketers to understand how relations with internal and external partners affect technology adoption. Across the board, marketers recognize the need to improve customer information systems and measurement technologies in . . .

For Marketing Leadership Professionals

Executive Q&A: Customer Lifetime Value

by Suresh Vittal, March 11, 2009

Customer lifetime value is a powerful metric that rewards marketers for understanding their relationships with their customers. But while it is one of the more valuable measurements for marketers, many companies either do not collect the data or do not . . .

For Interactive Marketing Professionals

Beyond SMS: Advanced Tactics For Mobile Marketers

by Neil Strother, March 3, 2009

Marketers who have used the mobile channel have confidence in SMS or text messaging because of its wide reach. But it has creative and technical limitations. Experienced mobile marketers should try more advanced tactics, including coupon applications, . . .

For Interactive Marketing Professionals

Online Display Advertising: Metrics For Proving Success In A Recession

by Rebecca Jennings, March 3, 2009

Online display advertising has become an accepted interactive marketing tool during the past 10 years, used by the majority of interactive marketers in Europe and the US. However, for many advertisers, the tools and techniques used to measure the success . . .

For Interactive Marketing Professionals

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

by Emily Riley, March 3, 2009

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service . . .

For Consumer Product Strategy Professionals

What Engagement Means For Media Companies

Forrester's Framework Measures Four Dimensions Of Engagement

by Sarah Rotman Epps, March 2, 2009

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and what's the best way to measure it? As Web analytics . . .

For Technology Product Management & Marketing Professionals

Enterprise Web 2.0 Marketing Vendors Will See Price Growth Stagnate Over The Coming Years

by G. Oliver Young, February 24, 2009

The market for Web 2.0 and social media marketing tools has been growing at a rapid clip over the past few years. As the technologies broadened and the deployments deepened, prices rose substantially. However, that average deal growth will diminish in . . .

For Interactive Marketing Professionals

Justifying Social Marketing Spending

by Michael Greene, February 18, 2009

With economic turbulence causing executives to tighten marketing budgets, interactive marketing professionals have to go the extra mile to justify their investments. While only 31% of social marketers plan to increase their social marketing budgets by . . .

For Marketing Leadership Professionals

Getting Started With Marketing Dashboards

Protecting Marketing Budgets In An Economic Downturn

by Cindy Commander, November 13, 2008

As budgets tighten in tough economic climates, marketing is often the first place the CEO and CFO look. Why? Because marketers have traditionally been slow to prove the value of their marketing investments and provide data and measurement to support their . . .

For Interactive Marketing Professionals

Metrics For Social Applications In A Downturn

Measure What Matters, Not Just What's Easy To Measure

by Josh Bernoff, October 17, 2008

Given the skepticism that comes with social applications, you'll need metrics to prove their worth, especially with economic conditions deteriorating. Unfortunately, many interactive marketers we surveyed were still using metrics like unique visitors . . .