For Interactive Marketing Professionals

Navigating The Twittersphere

How To Market On Twitter

by Nate Elliott, November 19, 2009

Successfully engaging with consumers on Twitter requires both the right overarching strategy and a series of small best practices. Interactive marketers must ensure that consumers can find their brands' accounts, confirm that they are legitimate, and . . .

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 Customer Experience Professionals

Emotional Experience Design

Creating Online Experiences That Deeply Engage Customers

by Ron Rogowski, October 26, 2009

As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester recommends that companies master the three principles of a new . . .

For Consumer Product Strategy Professionals

Phone-Based Navigation Ticks Up

by Charles S. Golvin, October 19, 2009

Earlier this year, Forrester predicted that, while a growing number of consumers would embrace navigation solutions, the phone would be the most widely used tool for navigation by 2013. Our most recent data reinforces this claim, as phone-based solutions . . .

For Interactive Marketing Professionals

Case Study: Social Media Helps Toyota Communicate Complex Attributes Of New iQ

by Rebecca Jennings, September 9, 2009

Faced with the challenge of communicating the complex, advanced features of a new vehicle — the iQ — Toyota supplemented more traditional online and offline marketing with social media activities that focused on an attempt by two drivers from agency iCrossing . . .

For Customer Experience Professionals

How Social Media Can Improve The Automotive Customer Experience

by Ron Rogowski, July 31, 2009

A recent Forrester survey of 4,500 online consumers showed that people want auto manufacturers to engage them with social media. For auto manufacturers, a good social media strategy can help strengthen relationships with consumers while providing cost-effective . . .

For Consumer Product Strategy Professionals

Mass-Market Appeal Pushes Hybrids Mainstream

by J.P. Gownder, Abe Garon, July 14, 2009

A decade ago, the first mass-market hybrid vehicles were sold to consumers in the US. Since then, the market has enjoyed 10 straight years of growth. Spurred on by a growing green movement and skyrocketing gas prices, hybrids offer consumers a strong . . .

For Customer Experience Professionals

Auto Insurers' Cross-Channel Experience, 2009

An Industry Look At This Year's Best And Worst Of Cross-Channel Design

by Bruce D. Temkin, July 10, 2009

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large auto insurers — 21st Century Insurance, Allstate Insurance, Geico, and State Farm. Overall, the auto insurers performed fairly well relative to the . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile POST

by Reineke Reitsma, July 9, 2009

Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's always on and always available. Current mobile strategies . . .

For Customer Experience Professionals

Engage Gen Y Online With Social Interactivity

by Bruce D. Temkin, June 2, 2009

Gen Y is a unique breed. Firms can't interact with these young consumers in the same way they do with older consumers. That's why Forrester identified four design approaches for reaching Gen Y online: immediacy, Gen Y literacy, individualism, and social . . .

For Consumer Product Strategy Professionals

Phone-Based Navigation Will Dominate By 2013

But Devoted Devices Will Remain Relevant

by Charles S. Golvin, May 27, 2009

Navigation has become a popular application, and today more than one-third of North American consumers own or use navigation services via a built-in vehicle system, a devoted portable navigation device (PND), or a GPS-enabled mobile phone — 27% are owners . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile Technographics®

by Reineke Reitsma, May 22, 2009

Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell phones in people's everyday lives comes as no surprise, . . .

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 Customer Experience Professionals

What Consumers Want From Automotive Web Sites In 2009

by Ron Rogowski, May 4, 2009

Forrester recently asked more than 4,500 consumers why they visit auto manufacturer sites. While most site visitors come to perform basic research activities, users expect to find less-trafficked content such as local pricing incentives and post-purchase . . .

For Consumer Product Strategy Professionals

Mobile Technographics

Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

by Julie A. Ask, Charles S. Golvin, April 9, 2009

Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies to airlines — should be considering their mobile strategy. . . .

For Consumer Product Strategy Professionals

Environmental And Social Responsibility In Consumer Product Strategies

How Central Is Environmental And Social Responsibility To Your Product?

by Sally M. Cohen, April 6, 2009

Consumers are increasingly aware of issues surrounding environmental and social responsibility (E&SR) and are making purchase decisions that take these into account. For this and other business reasons, consumer product strategists are leading the . . .

For Consumer Product Strategy Professionals

Consumers Fancy Devices With Style

Two Years Into The Age Of Style, Aesthetics Continue To Grow In Importance

by Paul Jackson, Abe Garon, April 2, 2009

In 2007, Forrester announced the emergence of an Age of Style in consumer PCs, in which style and visual design would take center stage. Two years later, as consumer electronics products such as PCs and mobile phones near market saturation, ownership . . .

For Interactive Marketing Professionals

Who Are Automotive Video Viewers?

And Who Will They Become?

by Patti Freeman Evans, March 6, 2009

Automotive online video viewers — consumers who found online videos helpful in their car-buying process — make up a small and distinct segment of car shoppers. They are young buyers with higher than average household incomes and a desire to purchase relatively . . .

For Interactive Marketing Professionals

Younger Buyers: Fast, Furious, And In Need Of Financing

How To Attract And Retain Younger Automotive Buyers

by Patti Freeman Evans, February 6, 2009

Younger automotive buyers are less concerned with the pragmatic car-buying realities of older shoppers: Instead of expert reviews, they worry about image. Automotive marketers should make an active effort to reach out to younger buyers but also need to . . .

For Enterprise Architecture Professionals

The Down Economy Is Accelerating The Adoption Of Key Agility Indicators

by Henry Peyret, January 12, 2009

When Forrester first published research about agility assessment, the chief concern for companies was the ability to keep pace with innovation. But the current financial uncertainty also reinforces the need to establish measurable key agility indicators . . .

For Marketing Leadership Professionals

Building An Innovation Team

Three Approaches To Participation

by Cindy Commander, December 23, 2008

Driving innovation within the organization requires focus on culture, team, process, and insights. Looking deeper at building the innovation team, marketers can adapt and combine three main archetypes: 1) a marketing innovation team; 2) a cross-business . . .

For eBusiness & Channel Strategy Professionals

US Auto Insurance Customers Are Ready For Pay-As-You-Drive Policies

More Than 30 Million Potential Buyers Await US Insurers

by Chad Mitchell, Peter Wannemacher, December 23, 2008

Forty-one percent of online US consumers with auto insurance are interested in a policy where premiums are determined by driving behavior such as mileage or driving carefully. Two-thirds of these interested consumers say they would likely buy a pay-as-you-drive . . .

For Information & Knowledge Management Professionals

Enterprise Innovation Needs A Game Plan

by Gil Yehuda, Chris Townsend, December 19, 2008

The practice of fostering innovation by tapping into large groups on the Web to capture their great ideas — also known as crowdsourcing — has received much attention. Yet new trends often breed misunderstanding, and crowdsourcing is no different. Many . . .

For Interactive Marketing Professionals

Ad Network InterClick Purchases Behavioral Data from BlueKai for Auto Client's Campaign

by Emily Riley, November 24, 2008

BlueKai is a behavioral data reseller, InterClick is an advertising network, and the advertiser is a major automotive manufacturer.

For Customer Experience Professionals

Engage Gen Y Online With Immediacy

by Bruce D. Temkin, November 13, 2008

Gen Y is a unique breed. Firms can't interact with these young consumers in the same way they do with older consumers. That's why Forrester identified four design approaches for reaching Gen Y online: immediacy, Gen Y literacy, individualism, and social . . .