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For Interactive Marketing Professionals

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 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 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 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

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 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 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 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 . . .

For eBusiness & Channel Strategy Professionals

Auto Customer Acquisition

eBranding Is the Key to Winning Car Techies

by Chloe Stromberg, October 15, 2008

Today, one in four new vehicle buyers says, "I am very likely to buy vehicles with the latest in-car electronics." These Car Techies are a sweet spot for automakers because they buy more new vehicles than non-Techies do. This analysis by Forrester Research . . .

For eBusiness & Channel Strategy Professionals

Brand-Building Online Content Matters For eBusiness And Channel Strategy In A Recession

by Henry H. Harteveldt, October 8, 2008

eBusiness executives need all the help they can get during this economic downturn in making their online businesses more successful. When looking for opportunities to optimize sales, executives must turn an eye toward online content. As an example of . . .

For Interactive Marketing Professionals

An Interactive Marketer's Introduction To Web Site Imagery That Builds Brands

by Christine Spivey Overby, September 19, 2008

Web site imagery builds brands when it is both helpful and engaging. Interactive marketers should work with their customer experience counterparts to ensure that Web site imagery supports brand attributes and follows basic design principles such as contrast, . . .

For eBusiness & Channel Strategy Professionals

The Web Dominates US Auto Insurance Research

How Auto Insurers Can Take Advantage Of Consumers' Online Research Habits

by Bill Doyle, Peter Wannemacher, September 11, 2008

In 2007, nearly 15 million Americans researched auto insurance on the Internet. These US online auto insurance researchers are an attractive group for insurers: They are relatively wealthy, financially active online, and prone to buying financial products. . . .

For Customer Experience Professionals

Web Site Imagery That Builds Brands

by Ron Rogowski, August 27, 2008

Brand-building Web site imagery helps target users accomplish their goals while reinforcing key brand attributes. While many firms struggle to incorporate brand-building imagery on their sites, we uncovered several companies that successfully employ design . . .

For Interactive Marketing Professionals

Collective Intellect Provides Buzz Monitoring for Automotive Manufacturer's Campaign Rollout

by Emily Riley, August 18, 2008

Collective Intellect provided buzz monitoring services for a major automotive manufacturer.

For Customer Experience Professionals

Don't Miss These Opportunities To Differentiate Your Site With Brand-Building Copy

by Ron Rogowski, July 30, 2008

Done correctly, subtle changes to link names, system feedback, and error messages can help take a site experience from bland to differentiated. To get the maximum brand-building benefit from their sites, customer experience professionals should specify . . .

For Interactive Marketing Professionals

Best And Worst Of Social Network Marketing, 2008

Forrester Applies Its Social Network Marketing Review Methodology To 16 Major Firms

by Jeremiah K. Owyang, July 18, 2008

Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products. Only the BMW Series 1 received a passing grade, and half of the firms scored a zero . . .

For Customer Experience Professionals

Web Site Copy That Builds Brands

by Ron Rogowski, July 1, 2008

Few companies achieve the proper balance of clarity and color when it comes to the language used in their online content. But some firms have done an exceptional job at describing their products and services clearly in a tone that reflects their brands. . . .

For Consumer Market Research Professionals