Forrester

For Marketing Leadership Professionals

Report:Benchmark Your Interactive Marketing Maturity

Five Key Metrics For Tracking Progress

Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

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For Marketing Leadership Professionals

Blog:Acquisio Supports Agencies With Paid Search Technology

In January we published a spate of research around automation tools specific to the search marketing space. See "Automation Helps Marketers Scale Organic Search" and "The New Paid Search Automation...

For Marketing Leadership Professionals

Report:Why Care About Combination Clickers

The Most Valuable Searchers Click On Both Paid And Natural Listings

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and...

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For Marketing Leadership Professionals

Tool:Attributes To Consider When Compiling Your ESP RFP

For Marketing Leadership Professionals

Tool:Display Media Preferences Change

For Marketing Leadership Professionals

Report:How To Integrate Email With Search Marketing

Coordinating Email And Search Can Jump-Start Integrated Marketing

Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple changes...

• Downloads: 753

For Marketing Leadership Professionals

Tool:Forrester Wave™: Search Marketing Agencies Q4 '12

For Marketing Leadership Professionals

Report:Balance User Needs With Business Goals

Strategic Plan: The Email Marketing Playbook

This report articulates a strategic plan for how interactive marketers can improve their email programs today and create humanized, integrated messages in the future. We recommend marketers build...

• Downloads: 250

For Marketing Leadership Professionals

Tool:Marketers Are Willing To Trial New Media

For Marketing Leadership Professionals

Report:Defining DMARC

A New Way For Emailers To Defend Themselves Against Email Fraud

Hundreds of brands are hijacked by phishing scams every month, costing companies and ultimately their end customers billions. And existing methods to fight phishing like email authentication...

• Downloads: 109

For Marketing Leadership Professionals

Blog:Interactive Marketing Spend Will Near $77 Billion By 2016

By 2016, advertisers will spend $77 billion on interactive marketing – as much as they do on television today.  Search marketing, display advertising, mobile marketing, email marketing,...

For Marketing Leadership Professionals

Report:How B2B Firms Can Improve Their Email Marketing

B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

• Downloads: 552

For Marketing Leadership Professionals

Report:Apply Best Practices To Your Email Marketing

Processes: The Email Marketing Playbook

This report highlights key processes that constitute best practices for interactive marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as...

• Downloads: 1065

For Marketing Leadership Professionals

Blog:Direct Marketers Share Smart Online Lessons

My colleague Sarah Takvorian attended the New England Direct Marketing Association’s (NEDMA) spring Marketing Technology Summit in Boston. Here are the lessons learned in Sarah’s...

For Marketing Leadership Professionals

Report:Mobile Marketing — A Forrester Compilation

More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

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For Marketing Leadership Professionals

Report:Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

• Downloads: 1295

For Marketing Leadership Professionals

Blog:Actual Interactive Marketer Predictions For 2011

A few weeks ago, I had lunch in Chicago with several members of Forrester's Interactive Marketing Council.  Chris Gorz, Hospira Steve Furman, Discover Financial Services David Blanchard,...

For Marketing Leadership Professionals

Report:The Future Of Interactive Marketing

How Embracing CORE Directives Will Help You Foster Adaptability

Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

• Downloads: 2131

For Marketing Leadership Professionals

Client Inquiry:Email Marketing

What are the effects of different types of content on email campaigns, particularly video and social media, and what is the effect of personalization on email campaigns? Namely, what is the ROI and...

For Marketing Leadership Professionals

Report:Case Study: Blue Shield Of California Drives Leads With Mobile Search

Blue Shield of California (Blue Shield) trialed mobile search marketing after noticing an increase in quote requests from mobile visitors. What can you learn from its early initiative in this space?...

• Downloads: 339

For Marketing Leadership Professionals

Client Inquiry:Choosing A Search Marketing Partner

We have done some optimization using our own resources with guidance from a small firm but are looking to put together a larger effort to improve our natural search results. Could you update us on...

For Marketing Leadership Professionals

Tool:Use Forrester's Maturity Model To Diagnose Specific Weaknesses

For Marketing Leadership Professionals

Report:How US Marketers Use Email

Landscape: The Email Marketing Playbook

Forrester periodically surveys marketers to get a pulse on how they employ the most veteran of tools in their interactive toolkits — email. We've found that more business-to-consumer (B2C) than...

• Downloads: 918

For Marketing Leadership Professionals

Blog:Google's Economic Impact Report: Just A PR Ploy?

Today Google announced that it had generated $54 billion worth of economic activity in the US in 2009. The report, which shows state by state economic contribution, bases Google's total value on...

For Marketing Leadership Professionals

Report:The Future Of Search Marketing

And What You Should Do About It

Search marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers. While we expect the future of search to extend...

• Downloads: 1687
• Comments: 1