For Customer Intelligence Professionals

Case Study: The UK's Channel 4 Decodes Customer Engagement

How To Measure Engagement To Drive Business Results

by Julie M. Katz, November 20, 2009

Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed . . .

For Marketing Leadership Professionals

Marketing Leaders Take On Technology

So What Happens Now?

by Lisa Bradner, October 28, 2009

Marketing leaders understand that technology is critical to their success — 61% of marketers in our survey agree that "marketing technology is a key component in my marketing organization's success." To get the most from their technology investments, . . .

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

The Forrester Wave™: Interactive Attribution, Q4 2009

ClearSaleing, Visual IQ, And Atlas Lead, With \[x+1\] And Coremetrics Close Behind

by Emily Riley, October 20, 2009

In Forrester's 44-criteria evaluation of interactive attribution vendors, we found that while no vendor offers a fully formed solution, ClearSaleing, Visual IQ, and Atlas lead the pack. ClearSaleing, a standalone attribution tool with rich modeling, comes . . .

For Customer Intelligence Professionals

The Online Testing Vendor Landscape

A Mature Discipline Offers The Next Frontier In Site Optimization

by John Lovett, October 20, 2009

Online testing is an underused technology solution in the burgeoning field of Web site optimization. Numerous methodologies and testing disciplines exist, each with evidence of success in improved Web site usability, increased relevance, and elevated . . .

For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged — giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such as Atlas . . .

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

Aligning Your Agencies For Social Marketing

by Emily Riley, August 11, 2009

Social marketing is on most interactive marketers' minds, but few have the in-house expertise necessary to create and fully execute a social marketing strategy. Interactive marketers consequently turn to multiple agency partners, each with their own strengths . . .

For Interactive Marketing Professionals

The Forrester Wave™: US Interactive Agencies — Strategy And Execution, Q3 2009

R/GA, VML, Sapient Interactive, And OgilvyInteractive Lead With Several Close Behind

by Sean Corcoran, August 7, 2009

Forrester's evaluation of the strategy and execution capabilities of interactive agencies across 39 criteria finds that the market has matured considerably in the past 18 months. The market is now ready to take a big step to join, and in some cases even . . .

For Interactive Marketing Professionals

The Forrester Wave™: Australian Interactive Marketing Agencies, Q3 2009

Amnesia Razorfish, HotHouse, Hyro, And The White Agency Emerge As Leaders

by Steven Noble, July 30, 2009

Forrester's first-ever evaluation of Australian interactive marketing agencies looked at 36 criteria and revealed a market that is split between its roots in technology and its emerging focus on marketing strategy. Amnesia Razorfish, HotHouse, Hyro, 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 Customer Experience Professionals

The Forrester Wave™: Interactive Marketing Agencies — Web Design Capabilities, Q2 2009

Sapient, imc2, Razorfish, And Iconnicholson Lead With Ibm Interactive Close Behind

by Vidya L. Drego, June 5, 2009

In Forrester's evaluation of the Web design capabilities of leading interactive marketing agencies across 18 criteria, we found that Sapient, imc2, Razorfish, IconNicholson, and IBM Interactive led the pack for transaction-led projects — due in . . .

For Interactive Marketing Professionals

Navigating The Agency Landscape

A Road Map For Selecting And Managing Interactive Agencies

by Sean Corcoran, May 21, 2009

The drastic changes in consumer behavior due to fragmented media and Social Computing have created a fragmentation of agency services that is a virtual minefield for marketers. Selecting and managing an interactive agency portfolio in this new world can . . .

For Customer Intelligence Professionals

How UK Firms Use Database Marketing Services

by Dave Frankland, May 14, 2009

We surveyed 88 UK marketers who outsource database marketing services about their outsourcing habits and preferences. Most turn to service providers for database, analytics, and measurement but keep them away from their strategy, creative, and campaign . . .

For Customer Intelligence Professionals

The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

No Outright Leader Within A Fragmented Market

by Dave Frankland, May 14, 2009

For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to the UK market. In Forrester's 77-criteria evaluation . . .

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 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 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 Interactive Marketing Professionals

The Search Marketing Vendor Landscape

A Directory Of Search Marketing Technology And Services Providers

by Shar VanBoskirk, March 25, 2009

Search marketing vendors provide the technology and services needed to manage increasingly complex paid search media buys and search engine optimization efforts. In January 2009, we published a detailed evaluation of seven US search marketing agencies . . .

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 Customer Experience Professionals

Why Do Interactive Agencies Play Hard To Get?

Clients Must Ditch The Scattergun Approach To Hiring Design Partners

by Jonathan Browne, February 27, 2009

As the recession erodes Web budgets, customer experience professionals hope that agencies will be keener to bid on RFPs. Forrester's survey of 46 European agencies shows that agencies expect to be slightly more responsive than they were in 2008, but preparing . . .

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

The Forrester Wave™: US Search Marketing Agencies, Q1 2009

iProspect, iCrossing, And 360i Emerge As Leaders

by Shar VanBoskirk, January 21, 2009

Forrester's evaluation of search marketing agencies against 72 criteria finds this market more mature than during our 2006 Wave. iProspect leads the study again, this time because of its strategy and corporate leadership. iCrossing takes top honors for . . .