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 Customer Intelligence Professionals

Assessing Your Customer Intelligence Quotient

A Diagnostic Tool To Gauge Your Firm's Customer-Centric Prowess

by Dave Frankland, November 12, 2009

Forrester introduced the concept of a Customer Intelligence (CI) quotient that indentifies three levels of CI maturity in firms: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the Customer Intelligence . . .

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 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 Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

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 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

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

For Marketing Leadership Professionals

Coolhunting With Teen Social Networkers

by David Card, October 9, 2009

Two-thirds of online teens surveyed said they tell friends about products — that's almost twice as many as adults — and more than 70% of teens use social networks regularly. So it's critical for marketers to understand how to best use social networks . . .

For Interactive Marketing Professionals

How Interactive Marketers Can Secure Budget From Their CMOs

by Neil Strother, October 2, 2009

Senior interactive marketers — an emerging role within the interactive marketing team — face the challenge of winning budget approval from CMOs for new digital initiatives. These initiatives compete for scarce marketing dollars against traditional media, . . .

For Marketing Leadership Professionals

How To Reach Middle-Aged Dutch Consumers

by Mary Beth Kemp, September 24, 2009

Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking them into buying a product or a service can be quite a challenge. . . .

For Customer Intelligence Professionals

Executive Q&A: Marketing Mix Modeling

A Guide For Customer Intelligence Professionals

by Julie M. Katz, September 23, 2009

The current economic climate is causing marketers to wake up to how their budgets are distributed and how effective their marketing programs are. Customer intelligence professionals control their companies' marketing data and can help them make sense . . .

For Customer Intelligence Professionals

Creating A Customer Contact Governance Council

Successful Contact Strategies Require Cross-Functional Support

by Suresh Vittal, Dave Frankland, September 10, 2009

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers . . .

For Interactive Marketing Professionals

Accessible Innovation

How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

by Shar VanBoskirk, September 1, 2009

A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's Accessible Innovation framework helps firms overcome . . .

For Marketing Leadership Professionals

Integrated Marketing Strategies For Low-Consideration Brands

by David M. Cooperstein, September 1, 2009

Consumers' relationships with butter, detergent, or cotton balls are fleeting. But these consumers are engaged in topics like cooking, cleaning, and beauty, which indirectly drive interest in products in low-consideration categories. As social media penetration . . .

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

Use Online Communities For Strategic Insight

Member Opinions Will Strengthen Your Marketing Strategies

by Lisa Bradner, August 12, 2009

Community input offers marketers an intimate — and continuous — understanding of brands, but only if you're willing to listen closely to what members have to say. If you're ready to improve your brand strategy using community insights, partner with market . . .

For Interactive Marketing Professionals

Best Practices: Mobile Marketing

As Mobile Campaigns Spread, Plan And Measure Them Appropriately

by Neil Strother, August 6, 2009

Mobile marketing is gaining momentum, even in a down economy. One in four US interactive marketers is currently using mobile, and nearly half of these (47%) will increase mobile spending this year. Even with marketers using a wide variety of tactics, . . .

For Marketing Leadership Professionals

How To Reach High-Income Consumers In France

by Mary Beth Kemp, August 5, 2009

High-income earners only account for a small portion of the French population. That makes it challenging for marketing leaders to reach this desirable group of consumers. To assess the most relevant media combination to engage with these French high-income . . .

For Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

For Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For Interactive Marketing Professionals

Go Big Or Go Home Advertising

How To Make A Big Impression And Cut Through The Clutter With Display Marketing

by Emily Riley, June 19, 2009

Online users see more than 1,800 online ads per day, which is an increase of more than 250% since 2004. How can online brand marketers make a big impact when they are competing with so many other advertising messages? The key is to develop a Go Big or . . .

For Interactive Marketing Professionals

Coordinated Multichannel Campaigns

Strategies For Capturing Users' Reactions To Brand Advertising

by Nate Elliott, May 15, 2009

Most marketers invest heavily across a wide variety of marketing channels but still struggle to fit the pieces together: Only 45% of online advertisers coordinate Web design and search with their advertising creative. To achieve better coordination, marketers . . .

For Interactive Marketing Professionals

Best Practices For Integrated Sponsorships

Defusing Technical And Logistical Landmines

by Nate Elliott, April 28, 2009

Twenty-eight percent of US interactive marketers have run a content sponsorship or advertorial in the past year. However, marketers consistently run into roadblocks that result in less than ideal creative execution and even missed launch dates. To plan . . .

For Technology Product Management & Marketing Professionals

B2B Marketers' 2009 Budget Trends

Dollars Shift To Digital Tactics As The Recession Provokes Deep Cuts

by Laura Ramos, April 24, 2009

What a difference a year makes. Compared with our year-end 2007 study, the outlook for business-to-business (B2B) marketing budgets is, not surprisingly, dire. Facing budget reductions of 23% on average, most marketers try to fend off deeper cuts while . . .