For B2B Market Research Professionals

What Type Of Market Research Online Community Vendor Should Tech B2B Market Researchers Use?

Three Choices Exist, Dependent On Budget, Usage Pattern, And Support Needs

by Brad Bortner, November 19, 2009

Market research online communities (MROCS) are the next wave in qualitative research, due to their combination of new qualitative research capabilities and ability to provide cheaper faster results. There is, however, buyer confusion about what type of . . .

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 Marketing Leadership Professionals

Favorite Online Brands Succeed On Traditional Brand Values

How Marketers Can Position Their Brands With Online-Friendly Attributes

by David Card, November 16, 2009

Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as trustworthiness, helpfulness, and relevance, all at the expense of more-predictable . . .

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 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 Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For eBusiness & Channel Strategy Professionals

Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences

by Patti Freeman Evans, November 5, 2009

Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their merchandising and marketing strategies because of the positive . . .

For Interactive Marketing Professionals

Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

by Nate Elliott, November 4, 2009

To create excitement around the start of the 2009 Stanley Cup Playoffs, the National Hockey League (NHL) worked with fans to organize a series of tweet-ups that took place simultaneously around the world — energizing more than 1,000 fans directly and . . .

For Technology Product Management & Marketing Professionals

2009 Forrester Groundswell Awards Winners Offer B2B Tech Marketers Valuable Social Media Lessons

by Laura Ramos, November 4, 2009

Business-to-business (B2B) marketers approach social strategy with a mix of enthusiasm and skepticism. Most want to know which firms execute social pursuits well and what tangible outcomes occur. The B2B Division winners of the 2009 Forrester Groundswell . . .

For Interactive Marketing Professionals

How Europeans Search

by Shar VanBoskirk, Rebecca Jennings, October 30, 2009

Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search engine results. However, European consumers are wary of paid . . .

For Interactive Marketing Professionals

Targeting Eco-Friendly Consumers

by Emily Riley, October 29, 2009

Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in Europe, interactive marketers must be keenly aware of how . . .

For Interactive Marketing Professionals

Three Steps To Measuring Social Media Marketing

A Measurement Framework Based On Objectives, Not Technologies

by Nate Elliott, October 29, 2009

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily . . .

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 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 Technology Product Management & Marketing Professionals

How B2B Technology Buyers Use Social Media

Support Forums Rank Highest Among Emerging Tactics

by Laura Ramos, October 26, 2009

Technology buying is a highly considered, collaborative process, one ideally suited for social interactions. To see how emerging digital media affect the process, Forrester surveyed 1,217 technology decision-makers to find out which online sources will . . .

For Consumer Product Strategy Professionals

Driving A Contactless Network Effect In The US

Supply Is Strong, But Only Marketing And Usage Rewards Will Drive Demand

by Edward Kountz, October 23, 2009

While recent years have seen increased issuance and merchant acceptance of contactless payments in the US, consumer usage remains low. Some institutions are exploring instant issuance and contactless payment stickers as steps to alter this dynamic, but . . .

For Interactive Marketing Professionals

Recession Realities Improve Interactive Marketing

by Shar VanBoskirk, October 23, 2009

The recession has forced interactive marketers to think more conservatively about budget, to trim staff, and to rebudget more frequently than they would in better economic conditions. We expect tighter conditions to create habits and initiate conditions . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2009: Profitability, Economy, And Multichannel

by Sucharita Mulpuru, October 23, 2009

Although 2008 is generally regarded by retail executives to be one of the worst years ever, online retailers as a whole fared well. In "The State of Retailing Online 2009," a Shop.org study conducted by Forrester Research, retailers noted that Web divisions . . .

For Consumer Market Research Professionals

The Forrester Wave™: Full-Service Market Research Online Community Vendors, Q4 2009

Communispace And Vision Critical Lead In A Space That's Heating Up

by Tamara Barber, October 22, 2009

In Forrester's 46-criteria evaluation of six full-service market research online community (MROC) vendors, we found that Communispace and Vision Critical led the pack because of the former's commitment to high customer service and deliverables and the . . .

For Interactive Marketing Professionals

Developing Social Marketing Skills

Draw On Existing Core Marketing Skills To Improve Social Marketing Efforts

by Sean Corcoran, October 21, 2009

With 82% of US online adults active with social technologies, social marketing has become an essential part of any marketing organization. Moreover, social marketing requires new skills from marketers and their organizations, placing pressure on managers . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: How European Consumers Connect With Companies On Social Networks  (504 KB PPT)

by Olesia Klevchuk, October 21, 2009

This highlight deck summarizes the key findings related to social networking and companies from Forrester's European Technographics Media, Marketing, And Social Computing Online Survey, Q3 2009.

For Consumer Product Strategy Professionals

Reaching Consumers Who Will Help Product Development

Where And Who Are Those Key Social Media Users That Can Help You Deliver New Killer Products And Services?

by Paul Jackson, October 21, 2009

Having established a need or desire to engage with a consumer community to help product and service development, how do you find, target, and engage the appropriate people? Locating the right channels, forums, and communities is not hard, but this should . . .

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 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 Marketing Leadership Professionals

Marketing Leaders: Make Marketing Innovation A Mandate

Seed And Source Innovation From Within, Based On A Plan

by Mary Beth Kemp, October 16, 2009

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and innovation on a consistent basis. CMOs must tie experimentation . . .