For eBusiness & Channel Strategy Professionals

Case Study: Hunter Douglas Europe Grows Via Distributed Content Management Platform

ChannelNet Solution Improves Network Of Web Sites For Local Dealers

by Chad Mitchell, November 16, 2009

Hunter Douglas, a leading manufacturer of window coverings and architectural products, distributes its products through thousands of local dealers. Hunter Douglas saw an expanding online consumer retail market in Europe and wanted to use eBusiness to . . .

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

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 Customer Intelligence Professionals

The Marketing And Customer Analytics Software Landscape

Unraveling A Potpourri Of Technology Options For Customer Analysis

by Suresh Vittal, October 16, 2009

Marketers recognize that Customer Intelligence is rapidly becoming a mission-critical discipline. This should come as no surprise — valuing, targeting, and retaining the best customers are skills in high demand. But few marketing organizations can muster . . .

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 Customer Intelligence Professionals

Understanding The Total Cost Of Listening Platforms

Marketers Must Account For Expenses Beyond Technology

by Suresh Vittal, September 9, 2009

Listening platforms are hot and marketers are keen to use consumer conversations to inform marketing and business strategy. But as more marketing teams adopt listening platforms, the question that comes up most often is: How much will these tools cost? . . .

For Interactive Marketing Professionals

Dos And Don'ts For Dealing With Detractors

by Emily Riley, July 21, 2009

Detractors — consumers who will publicly make negative comments about your brand — are found throughout online social media sites. Instead of simply ignoring them, interactive marketers should take the time to evaluate the validity of their complaints . . .

For Consumer Product Strategy Professionals

We Are All Media Companies Now

How Brands Can Benefit From The Media Meltdown

by Nick Thomas, July 7, 2009

The media meltdown — where traditional media business models based on scarcity and control are fundamentally challenged by the new realities of digital media consumption — is creating huge problems for media companies that create and distribute content . . .

For Interactive Marketing Professionals

Social Media Meltdowns: What All Marketers Should Know

Online Preparedness Isn't Just For Online Marketing Campaigns

by Rebecca Jennings, July 1, 2009

Increasing numbers of consumers are engaging in conversations about brands online. Interactive marketers must realize that while they no longer can control what people publicly say about their brands, they can minimize the damage if these conversations . . .

For Customer Intelligence Professionals

Social Tools Help Pharma Marketers Build Customer Intelligence

Why Pharma Should Integrate Social Into The Multichannel Customer View

by Carlton A. Doty, June 24, 2009

The pharmaceutical industry faces significant sales and marketing challenges as many of its blockbuster drugs come off of patent and access to healthcare providers becomes increasingly restricted. In the midst of this doom and gloom, some pharma marketers . . .

For Customer Experience Professionals

Web Site Brand Reviews: What, Why, And When

A Testing Method To Make Your Brand Stand Out In Your Web Experience

by Harley Manning, June 22, 2009

During these uncertain economic times, it's even more important that brand attributes relate to key user goals and are always in front of your customers, giving them the desire and confidence to shop with you before they shop with someone else. Web Site . . .

For Interactive Marketing Professionals

Listening Metrics That Matter

Avoid Data Overload By Targeting Metrics That Support Specific Listening Goals

by Suresh Vittal, May 29, 2009

The growing popularity and influence of social media makes listening a critical research and insight generation activity. Marketers are turning to listening platforms to harvest the rich trove of consumer conversations generated across all social media . . .

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 Interactive Marketing Professionals

The Forrester Wave™: Listening Platforms, Q1 2009

Nielsen BuzzMetrics And TNS Cymfony Lead A Pack Of Strong Performers

by Suresh Vittal, January 23, 2009

In response to marketers' changing needs, brand monitoring vendors are evolving to offer a more strategic and comprehensive platform. Forrester refers to this category of vendors as listening platforms. Listening platforms differ from brand monitoring . . .

For Interactive Marketing Professionals

The Listening Platform Landscape

New Solutions Extend Beyond Tracking To Deliver Consumer Insights

by Suresh Vittal, January 22, 2009

Consumers continue to use social technologies to wrestle control of brands away from organizations. Marketers operating in this hyper-inclusive environment must go beyond simply tracking brand mentions and impressions and get at the root of the discussion. . . .

For Interactive Marketing Professionals

Developing A Content Moderation System

Moderate Content Efficiently And Accurately With Repeatable Processes

by Steven Noble, January 13, 2009

Content moderation is one of the most important and potentially time-consuming aspects of managing a social application. For efficiency and consistency, you must assemble people, processes, and software into a content moderation system. Start by taking . . .

For Interactive Marketing Professionals

How To Connect With Bloggers

Understand Motivations To Start Successful Outreach

by Peter Kim, June 20, 2008

More individuals blog today than ever before. As Social Computing has matured, brands recognize the importance of connecting with this small but influential group of content creators. Adults and youth blog for different reasons, which marketers must recognize . . .

For Interactive Marketing Professionals

Search Arbitrage and Affiliate Marketing

Evaluating Policies and Managing Partnerships

by Evan J. Andrews, April 30, 2008

Search marketers and agencies face competition for customers as savvy affiliates increasingly use search arbitrage to divert traffic through their pages, thus competing for the same lead or sale and potentially damaging brand reputation.

For Interactive Marketing Professionals

New Uses For Brand Monitoring

by Peter Kim, April 16, 2008

J.D. Power and Associates acquired brand monitoring firm Umbria, combining industry-focused consumer satisfaction and rankings with consumer-generated media (CGM) insights. The deal highlights the use of brand monitoring as a key input to formulating . . .

For Marketing Leadership Professionals

How To Choose The Right Social Technologies

Choose Based On Objectives And Include Success Metrics

by Josh Bernoff, March 4, 2008

Building a social technology strategy? Pick your objective first, then choose the appropriate technology to accomplish your goals. In this document we describe which technologies work best for listening, talking, energizing, supporting, and embracing . . .

For Interactive Marketing Professionals

Top Social Computing Predictions For 2008

by Charlene Li, Jeremiah K. Owyang, Peter Kim, January 15, 2008

In the fast changing world of Social Computing, there's only one constant, that people will continue to connect with each other in new and different ways, causing upheavals in the way companies and institutions relate to them. To help chart the muddied . . .

For Consumer Market Research Professionals

The YouTube Viewer's Ad And Social Media Habits  (171 KB PPT)

by Brian Haven, January 7, 2008

Ten percent of US online adults visit YouTube at least weekly. These online video viewers are strong WOM-centric consumers, which makes them an attractive audience for marketers.

For Interactive Marketing Professionals

The POST Method: Lessons On How To Share Your Brand

Insights From Forrester's Consumer Marketing Forum EMEA 2007

by Rebecca Jennings, December 12, 2007

Presenters at Forrester's Consumer Marketing Forum EMEA 2007 showed how they based their successful social media campaigns on the POST method — people, objectives, strategy, technology. Innovative marketers like Bang & Olufsen and Renault also shared . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: European Technographics Online Media, Marketing, and Retail Survey, Q3 2007   (667 KB PPT)

by Joost van Kruijsdijk, November 26, 2007

This highlight deck reviews the key findings from the European Technographics Online Media, Marketing & Retail Survey, Q3 2007. This survey covered questions given to European adults around media consumption, online shopping, email marketing, loyalty . . .

For B2B Market Research Professionals

How To Prioritize Marketing By Product Type  (181 KB PPT)

by Peter Kim, November 19, 2007

This data chart is a profile of adult consumers media usage preference during each stage of the marketing funnel. The products that are profiled include low, medium, and high consideration products.