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491 results in Reports

  • Branding
  • For Marketing Leadership Professionals

    Report:Understand Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook

    This report highlights the key principles of mobile experience that marketing leaders must weave into the process of crafting mobile marketing strategies. As more people own smartphones than ever...

    • Downloads: 1733
  • For Marketing Leadership Professionals

    Report:The Four Social Marketing Tools You Need

    Tools And Technology: The Social Marketing Playbook

    Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

    • Downloads: 1815
  • For Marketing Leadership Professionals

    Report:Build An Engagement Strategy For Europe's Social Snackers

    Aim For Social Depth Marketing And Audience Interaction Habits Using Social Technographics®

    European online consumers are more reserved in social channels compared with other markets; we say they "snack" in social channels because they treat the channels as interesting but nonessential....

    • Downloads: 45
  • For Marketing Leadership Professionals

    Report:Use Social Content Curation Tools To Feature Your Consumers

    Choose Solutions That Showcase Brand Experiences And Drive Exploration

    Chances are, you've stumbled on a media gallery on a brand's social hub or online product catalog and scrolled through photos of blissful customers wearing, eating, or posing with a product. This is...

    • Downloads: 82
  • For Marketing Leadership Professionals

    Report:Master Content Marketing To Drive Engagement, Credibility, And Preference

    Executive Overview: The Content Marketing Playbook

    Today's empowered consumers are in control and telling brands where, when, and how they are open to a mutually valuable exchange of information. To counter growing media fragmentation and consumer...

    • Downloads: 157
  • For CMO Professionals

    Report:Brief: Create Mobile Moments That Boost The Brand Experience

    Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is...

    • Downloads: 169
  • For CMO Professionals

    Report:Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

    • Downloads: 68
  • For Security & Risk Professionals

    Report:Market Overview: Brand Monitoring And Protection

    Tools To Monitor Your External Environment, Enhance Risk Intelligence, And Secure Your Brand

    Your brand is incredibly distributed online today, spread across a wide range of websites, media outlets, search engines, marketplaces, social networks, forums, mobile apps, and online ads —...

    • Downloads: 95
  • For CMO Professionals

    Report:CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

    Software Must Enrich Your Brand

    This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital...

    • Downloads: 107
  • For Marketing Leadership Professionals

    Report:Mix Optimization Takes Over Planning

    Continuous Improvement: The Marketing Mix Optimization Playbook

    The marketing mix optimization playbook has charted a course toward a data-driven, scientific approach to marketing, supported by more-fluid adaptive processes, that addresses consumers at each stage...

    • Downloads: 138
  • For Customer Insights Professionals

    Report:Quick Take: How Facebook's Mood Manipulation Study Affects Marketing

    The Social Giant's Research Could Help Brands In The Long Term, If It Doesn't Scare Users Away

    Now that Facebook has confirmed its ability to manipulate user sentiment by changing what users see in their news feeds, marketers and customer insights leaders need to reconsider their brands'...

    • Downloads: 97
  • For Customer Insights Professionals

    Report:Unleash Social Listening Data's Potential

    Continuous Improvement: The Social Intelligence Playbook

    In the age of the customer — where consumers are empowered, informed, and have myriad options before them — it is more important than ever to keep close tabs on what your customers and...

    • Downloads: 155
  • For CMO Professionals

    Report:Consistent Customer Experience Drives Airline Brand Resonance

    Technographics® TRUE Brand Compass: Airlines

    Airlines battle daily to win market share, but they are losing the battle for brand resonance. Airline chief marketing officers (CMOs) must work harder to secure loyal customers and build more solid...

    • Downloads: 98
  • For Customer Insights Professionals

    Report:Defining Social Intelligence

    Vision: The Social Intelligence Playbook

    Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

    • Downloads: 3143
  • For Customer Insights Professionals

    Report:Executive Q&A: Eight Social Listening Terms Defined

    In the less than 10 years that marketers have been listening to social data, a variety of terms have emerged to describe the activities of social listening, social analytics, and social marketing....

    • Downloads: 123
  • For Customer Insights Professionals

    Report:Evaluate And Evolve Social Intelligence

    Assessment: The Social Intelligence Playbook

    Over the past six years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few actually...

    • Downloads: 644
  • For Marketing Leadership Professionals

    Report:Build Your Content Strategy With The Marketing RaDaR

    Strategic Plan: The Content Marketing Playbook

    Today's empowered and digitally connected customers engage less with traditional advertising messages yet, at the same time, are interested in useful and valuable content that can help them orient a...

    • Downloads: 493
  • For eBusiness & Channel Strategy Professionals

    Report:Five Global Marketplaces All Brands Must Know

    The Opportunities For Brand Owners On Amazon, eBay, MercadoLibre, Rakuten, And Tmall

    The global expansion process has changed substantially over the past five years, with eBusiness leaders no longer expanding internationally just by launching a series of direct-to-consumer websites....

    • Downloads: 196
  • For Customer Insights Professionals

    Report:The Total Cost Of Social Listening

    Business Case: The Social Intelligence Playbook

    Listening platforms continue to be hot and marketers are keen to use consumer conversations to inform marketing and business strategy. But as more businesses adopt listening platforms, the question...

    • Downloads: 1302
  • For CMO Professionals

    Report:Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Technographics® TRUE Brand Compass: General Insurance

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force...

    • Downloads: 184
  • For Marketing Leadership Professionals

    Report:Mobile In Japan: What Marketers Need To Know

    While Japan is a mobile-centric society, smartphone adoption has lagged behind other major markets. Many international brands launched their first mCommerce initiatives in Japan several years ago,...

    • Downloads: 109
  • For Marketing Leadership Professionals

    Report:Brief: Use Social Login For More Than Just Fast Registration

    A Guide To The True Benefits Of Implementing Social Login

    Social login, the ability to use Facebook, Twitter, or other social network credentials to register on websites, is becoming increasingly popular with buyers as they become more comfortable providing...

    • Downloads: 131
  • For Marketing Leadership Professionals

    Report:Best Practices For Social Content Hubs

    A social content hub can be an effective tactic for providing prospective buyers with a dynamic destination to explore your products and offerings. But before you invest in the resources and...

    • Downloads: 187
  • For Security & Risk Professionals

    Report:Security Needs To Accelerate Into The Age Of The Customer Or Risk Marginalization

    How Information Security Underpins And Enables Successful Business Models

    The age of the customer is redefining business challenges for organizations of all types. Companies are becoming "obsessed" in an attempt to win, serve, and retain customers, because these customers...

    • Downloads: 148
  • For Marketing Leadership Professionals

    Report:Deliver Customer Value With Intelligent Content

    Landscape: The Content Marketing Playbook

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment across...

    • Downloads: 390