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 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

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

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 Consumer Product Strategy Professionals

What Ad Agencies Want From Online Media

Agencies Are Looking For Integration, Control, And Reliability

by Mark Mulligan, March 3, 2009

Media firms have been obsessing over the needs of advertising agencies for more than a century, and online media properties have made these relationships much more complex. Agencies tell Forrester that successful media properties will provide them with . . .

For Interactive Marketing Professionals

2009 European Interactive Marketing Predictions

Interactive Channels Will Produce Upsides In A Down Economy

by Rebecca Jennings, February 9, 2009

2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online efforts. While Forrester believes that interactive budgets will . . .

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

What Are European Web Design Agencies' Common Usability Flaws?

Forrester Applied Its Web Site Review Methodology To 18 B2C Web Sites

by Marta Baigorri, December 13, 2007

Nine top European Web design agencies offered two of their best reference sites to Forrester for rigorous review. To our surprise, many of them suffered from poor text legibility, unclear menus, and confusing task flows. These are all well-researched . . .

For Interactive Marketing Professionals

Critical Mass Masters Web Sites But Lacks Broader Interactive Marketing Expertise

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

As the agency with the smallest employee base in this evaluation, Critical Mass provides solid interactive marketing services on Web site initiatives. As a result, Critical Mass is a strong fit for firms looking to leverage well-designed Web sites as . . .

For Interactive Marketing Professionals

imc2 Works Best For Established, Rather Than Emerging, Interactive Campaigns

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

As one of the smaller agencies in this evaluation, imc2 has a well-rounded offering of established interactive marketing services. The agency's strongest capabilities are in implementing Web sites, display ad campaigns, email programs, and search marketing. . . .

For Interactive Marketing Professionals

The Forrester Wave™: Interactive Marketing Agencies, Q4 2007

OgilvyInteractive, Avenue A | Razorfish, Sapient, And Digitas Lead

by Brian Haven, December 4, 2007

Forrester's evaluation of leading interactive marketing agencies across 52 criteria revealed a market adept at handling today's digital campaigns but lacking the thought leadership to drive more comprehensive brand strategies. In the current environment, . . .

For Interactive Marketing Professionals

Sapient Delivers Unparalled Technology And Analytics Skills For Interactive Marketing

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

Sapient's interactive staff is one of the largest in this evaluation, and its strengths in technology integration, measurement, and analytics set it apart from the other agencies in this evaluation. Companies that want to connect their sophisticated transaction-based . . .

For Interactive Marketing Professionals

VML Offers Strong Strategic Services But Lacks Social Computing Depth

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

As a midsize agency with a strong ability to grasp business objectives, VML is a good choice for companies with complex business objectives that require established interactive marketing solutions. The agency also has solid capabilities to implement established . . .

For Interactive Marketing Professionals

OgilvyInteractive Leads With A Comprehensive Interactive Marketing Offering

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

OgilvyInteractive, the agency with the largest interactive staff in this evaluation, demonstrates its leadership with strong analytics capabilities, robust audience research techniques, and broad experience with emerging channels and social media. OgilvyInteractive . . .

For Interactive Marketing Professionals

Digitas Brings Strong Analytics Expertise To Interactive Marketing

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

As one of the largest agencies in this evaluation, Digitas delivers robust measurement and analytics capabilities, with a practice spanning online and offline data sources. Brands looking for strong measurement and insight from that data are good fits . . .

For Interactive Marketing Professionals

Avenue A | Razorfish Leads In All Things Digital

The Forrester Wave™ Agency Summary, Q4 2007

by Brian Haven, December 4, 2007

One of the largest agencies in this evaluation, Avenue A | Razorfish provides a strong offering for interactive marketing services. The agency's strengths lie in its quantitative and qualitative audience research capabilities, measurement and analytics . . .

For Customer Experience Professionals

Wunderman Delivers Impressive Brand-Led Sites

The Forrester Wave™ Vendor Summary, Q4 2007

by Craig Menzies, October 18, 2007

With the best possible pedigree in traditional direct marketing, Wunderman has become a real presence in the Web design field as well. Wunderman put forward two Web sites that were mediocre on user experience, but it received fantastic scores for its . . .

For Customer Experience Professionals

Euro RSCG 4D Delivers Strong Brand-Led Global Web Sites

The Forrester Wave™ Vendor Summary, Q4 2007

by Craig Menzies, October 18, 2007

A truly global agency, Euro RSCG 4D has 21 offices across Europe and a further 20 worldwide. Euro RSCG 4Dis best known for work that has garnered many design awards — this came through in our reviews with strong performances on Brand Image Reviews; unfortunately, . . .

For Customer Experience Professionals

Conchango Delivers On Brand, Persona, And Customer Satisfaction

The Forrester Wave™ Vendor Summary, Q4 2007

by Craig Menzies, October 18, 2007

Based in the UK, Conchango focuses on creating Web sites from a strong user experience research process and a fully integrated, digitally manifested brand image. In the Leader field for the second Forrester Wave in a row, Conchango delivers using the . . .

For Customer Experience Professionals

Nurun Delivers Best-In-Class Personas

The Forrester Wave™ Vendor Summary, Q4 2007

by Craig Menzies, October 18, 2007

With six offices in Europe and another six worldwide, Nurun has a good presence in the European Web design market. It suffered from one poor score on the user experience-led Web Site Review — a fact made up for by the highest Persona Review score in this . . .

For Customer Experience Professionals

Sapient Interactive Leads Europe in User Experience-based Web Design

The Forrester Wave™ Vendor Summary, Q4 2007

by Craig Menzies, October 18, 2007

Once considered only a technical consulting company, Sapient Interactive has demonstrated a seriously advanced Web design practice, receiving the highest mark in our Web Site Review, and the only reference Web site to receive a passing grade for user . . .

For Customer Experience Professionals

Satama Delivers Customer Satisfaction And Strong Technology Vision

The Forrester Wave™ Vendor Summary, Q4 2007

by Marta Baigorri, October 18, 2007

Based out of Finland, Satama also has offices in Germany, Sweden, and the Netherlands. Satama showed great strengths in the way it works, collaborates, and gets the best from staff. Its work, however, was below average in both the Web Site Review and . . .

For Customer Experience Professionals

FullSIX Delivers Best-In-Class Web Brand Experiences

The Forrester Wave™ Vendor Summary, Q4 2007

by Marta Baigorri, October 18, 2007

Based in France but with seven other offices across Europe, FullSIX has matured significantly since our 2006 review. Still offering a dedicated user research organization, it has also kicked its design practice into gear, producing the two highest scores . . .