For eBusiness & Channel Strategy Professionals

Case Study: Hunter Douglas Europe Grows Via Distributed Content Management Platform

ChannelNet Solution Improves Network Of Web Sites For Local Dealers

by Chad Mitchell, November 16, 2009

Hunter Douglas, a leading manufacturer of window coverings and architectural products, distributes its products through thousands of local dealers. Hunter Douglas saw an expanding online consumer retail market in Europe and wanted to use eBusiness to . . .

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 Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

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 Marketing Leadership Professionals

How Has The Recession Changed European Consumers' Attitudes Toward Brands?

by Mary Beth Kemp, September 24, 2009

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase . . .

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 eBusiness & Channel Strategy Professionals

Case Study: How Commonwealth Bank Of Australia Redesigned The Secure Site For Sales

by Vanessa Niemeyer, Ph.D., August 13, 2009

In the course of its "Finest Online" project, Commonwealth Bank of Australia redesigned its NetBank Internet banking service with the objectives of building an excellent customer experience and driving online sales. The bank has implemented new content . . .

For Interactive Marketing Professionals

Dos And Don'ts For Dealing With Detractors

by Emily Riley, July 21, 2009

Detractors — consumers who will publicly make negative comments about your brand — are found throughout online social media sites. Instead of simply ignoring them, interactive marketers should take the time to evaluate the validity of their complaints . . .

For Marketing Leadership Professionals

Five Ways CPG Marketers Are Fighting The Recession

And What All Marketing Leaders Can Learn From Them

by Lisa Bradner, July 16, 2009

The recession has battered the consumer packaged goods (CPG) industry as it has almost every other sector. But while many large CPG companies are bruised, they are certainly not taking things lying down. Instead they're using their celebrated marketing . . .

For Customer Experience Professionals

Best And Worst Of Financial Services Brand Building Web Sites, 2009

Forrester Applies Its Web Site Brand Review Methodology To The Sites Of 16 Top Financial Services Brands

by Ron Rogowski, July 10, 2009

How good is the overall experience offered by leading financial services brands' Web sites in 2009? To find out, Forrester graded the sites of 16 top financial services brands using Forrester's Web Site Brand Review methodology. Our tests measure how . . .

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

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 Interactive Marketing Professionals

Five Ways To Perk Up Your Email Program In 2009

by Julie M. Katz, February 18, 2009

Email has largely been successful as a solo enterprise for the past decade, but changing consumer behavior and expectations compel marketers to integrate email with other channels. Which channels are ripe for exploration? Email marketers can try out mobile, . . .

For eBusiness & Channel Strategy Professionals

Is Your eBusiness Team Ready For Prime Time?

Introducing Forrester's eBusiness Maturity Model

by Carlton A. Doty, Elizabeth Davis, August 21, 2008

How does your eBusiness team stack up against others? How mature is the average eBusiness team? What characteristics should an eBusiness team exhibit — and excel at? To answer these and other common questions we're hearing from our eBusiness and channel . . .

For Interactive Marketing Professionals

How To Connect With Bloggers

Understand Motivations To Start Successful Outreach

by Peter Kim, June 20, 2008

More individuals blog today than ever before. As Social Computing has matured, brands recognize the importance of connecting with this small but influential group of content creators. Adults and youth blog for different reasons, which marketers must recognize . . .

For Marketing Leadership Professionals

Creating A Multichannel View Of Your Customer

Expanding Online Visibility Is Key To Improving Marketing's Effectiveness

by Suresh Vittal, June 19, 2008

A comprehensive view of the customer helps marketers deliver productive customer experiences, support marketing measurement, and drive new business opportunities. However, despite longstanding efforts, today's customer databases lack the information to . . .

For Consumer Market Research Professionals

Building Gen Y's Multichannel Media Profile

A Multichannel Profile Arms Marketers With Facts To Guide Channel Investments

by Ted Schadler, May 23, 2008

This report is a graphical summary and data-driven analysis of how US Gen Y consumers (ages 18 to 27) use media and advertising in the television, print, and online channels. We chart Gen Yers versus the total US adult population to help consumer market . . .

For Marketing Leadership Professionals

Best Practices In Multichannel Retailing

by Tamara Mendelsohn, December 18, 2006

Multichannel issues are not new to the retail industry. However, retailers have made little progress over the last few years; we give the overall industry a grade of C- on its multichannel abilities. While this mediocre performance may have been okay . . .

Europe's 2006 Online Shopping Landscape

by Reineke Reitsma, September 14, 2006

The number of European online shoppers has grown from 42% of European online consumers in 2003 to 56% in 2006. The past year saw a large jump in adoption in Germany, the Netherlands, and Italy. The UK still leads in online shopping, but the Internet plays . . .

The Banking Channel Popularity Contest

Consumer Preferences For Buying, Banking, And Service Interactions

by Bruce D. Temkin, August 17, 2006

We examined the channels that consumers prefer to use when they interact with banks, looking specifically at eight different banking activities. Some key findings: The branch and the Web are the most popular channels for buying, the Web is the most popular . . .

How Consumers Buy Banking Products

Mortgage Buyers Prefer Different Channels For Different Activities

by Brad Strothkamp, August 7, 2006

US and Canadian online research and application activity continued to increase in 2005. Consumers in the online sales process prefer to use a mix of channels as they move from researching to applying, then to fulfilling their product choice. Financial . . .