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352 results in Reports

  • Brand Tactics
  • For Marketing Leadership Professionals

    Report:Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locations....

    • For Marketing Leadership Professionals

      Report:Lessons From The 2013 Forrester Groundswell Awards

      Best Practices: The Social Marketing Playbook

      Outstanding marketers at both B2C and B2B companies took a variety of approaches in Forrester's 2013 Groundswell Awards, and each of them demonstrated strong and measurable business results. Use this...

      • Downloads: 72
    • For CIO Professionals

      Report:Software Must Enrich Your Brand

      Software Is A Critical Strategic Asset, Not An Operational Nice-To-Have

      Your customers increasingly interact with your products and service directly through the software they touch: mobile apps, connected products, websites, and digital experiences. If the software fails...

      • Downloads: 202
      • Rating:
    • For Marketing Leadership Professionals

      Report:Boost Brand Engagement With Native Advertising

      Marketers Can Tell Unique Stories Through Trusted Media Channels, But Must Deliver Value Transparently

      Native advertising, or sponsored content — a new form of online media promotion that inserts brand-created messages in the editorial product — is changing how some marketers work with media to...

      • Downloads: 265
      • Rating:
    • For CMO Professionals

      Report:The Convergence Of Brand, Customer Experience, And Marketing

      CMOs Must Define The Brand/Customer Experience Relationship To Fuel Business Success

      The line between the brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies and products on their own terms. This requires an explicit architecture...

      • Downloads: 597
      • Rating:
    • For CMO Professionals

      Report:Innovative Consumer Technology Brands Win The Battle For Mindshare

      Technographics® TRUE Brand Compass: Consumer Technology

      The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand resonance...

      • Downloads: 212
      • Rating:
    • For CMO Professionals

      Report:How To Build A Strong B2B Brand

      B2B Brands Gain In Importance In The Age Of Empowered Customers

      Business-to-business (B2B) organizations find themselves dependent on a strong brand to maintain a place in the consideration set as business buyers gain control over the purchase process with easy...

      • Downloads: 369
    • For Marketing Leadership Professionals

      Report:There Is No Internet Of Things — Yet

      Landscape: The Emerging Touchpoints For Marketing Playbook

      Sensor-embedded objects — the endpoints that compose the so-called "Internet of Things" — present marketers with the opportunity to learn more about their customers and the way they use...

      • Downloads: 588
      • Rating:
    • For CMO Professionals

      Report:Map Your Migration To A Customer Life-Cycle-Powered Marketing Strategy

      Road Map: The Customer Life-Cycle Marketing Playbook

      Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

      • Downloads: 1030
      • Rating:
    • For Marketing Leadership Professionals

      Report:The Facebook Factor: US Online Youth

      Quantifying The Impact Of Social Networking Sites On Brand Interactions For US Online Youth

      It's been more than a year since Forrester published its original report on the "Facebook factor," which quantified the impact of a Facebook fan on brand interactions for US online adults, and social...

      • Downloads: 279
      • Comments: 7
    • For Marketing Leadership Professionals

      Report:Delivering Brand Engagement With Short-Form Social Videos

      Video-Sharing Platforms Such As Vine Can Deliver For Marketers — As Long As They Focus On Utility, Discovery, And Sharing

      Emerging short-form social video platforms, such as Instagram and Vine, have a combined global reach closing in on 200 million users and growing quickly. For marketers, the short-form videos shared...

      • Downloads: 338
      • Rating:
    • For Marketing Leadership Professionals

      Report:Make Content Partnerships Work For Your Brand

      Link Content Partnerships With Key Elements Of Your Brand Strategy To Drive Results

      Partnerships with media organizations can play a key role in helping brands plan and execute their content marketing strategies. Media organizations can give marketers access to audiences they may...

      • Downloads: 263
    • For Marketing Leadership Professionals

      Report:Which Technologies Fit Where In Marketing's Future

      Tools And Technologies: The Emerging Touchpoints For Marketing Playbook

      Marketing relationships are changing from invisible and one-sided to visible and cooperative — manifested through uniquely designed, valuable experiences. Meanwhile, customers are increasingly...

      • Downloads: 546
      • Rating:
    • For Marketing Leadership Professionals

      Report:Which Technologies Fit Where In Marketing's Future: A Segmented Vendor Reference For Marketers

      This workbook is a companion to the Forrester report "Which Technologies Fit Where In Marketing’s Future." In that report, we made the case for a new way of classifying marketing technologies...

      • Downloads: 40
      • Rating:
    • For Customer Experience Professionals

      Report:Customer Experience Innovation Demystified

      Strategic Plan: The Customer Experience Ecosystem Playbook

      "Innovation" has become a buzzword in the customer experience field. Everyone talks about it, but no one knows quite what it is or how to attain it. In fact, most firms that believe that they're...

      • Downloads: 732
      • Rating:
    • For CMO Professionals

      Report:It's Time To Put Shoppers Back Into Shopper Marketing

      Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

      CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

      • Downloads: 314
      • Rating:
    • For CMO Professionals

      Report:Customer Life-Cycle Marketing Demands New Metrics

      Performance Management: The Customer Life-Cycle Marketing Playbook

      To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

      • Downloads: 1483
      • Rating:
    • For Marketing Leadership Professionals

      Report:Maximize Media ROI With A Customer-Centric Approach

      Road Map: The Digital Media Buying Playbook

      This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...

      • Downloads: 401
      • Rating:
    • For Customer Experience Professionals

      Report:The Unified Customer Experience Imperative

      Delivering Experience Excellence Across A Fractured Network Of Digital Touchpoints

      Today's digital landscape is distributed across an array of touchpoints and devices. With customers able to interact through multiple channels at any given moment, firms need to ensure that they...

      • Downloads: 1592
      • Rating:
    • For Marketing Leadership Professionals

      Report:Make The Switch To The Customer Life Cycle

      Strategic Plan: The Customer Life-Cycle Marketing Playbook

      The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer life...

      • Downloads: 1304
    • For Marketing Leadership Professionals

      Report:Marketing Strategy For The Mobile Mind Shift

      Delivering Utility At Speed To Perpetually Connected Customers

      Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

      • Downloads: 976
    • For Marketing Leadership Professionals

      Report:Profiling Brand-Loyal And Price-Conscious US Consumers

      A Technographics® Data Essentials Document

      Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

      • Downloads: 90
    • For Marketing Leadership Professionals

      Report:The Forrester Wave™: Social Relationship Platforms, Q2 2013

      The Eight Providers That Matter Most And How They Stack Up

      In Forrester's 49-criteria evaluation of social relationship platform (SRP) vendors, we identified the eight most significant vendors — Adobe, Hearsay Social,'s Buddy Media,...

      • Downloads: 1003
    • For Marketing Leadership Professionals

      Report:How To Exploit The Database Of Affinity

      And Why Google, Not Facebook, Will Dominate Affinity Marketing

      Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up to...

      • Downloads: 375
      • Rating:
    • For CMO Professionals

      Report:How To Build Your Brand With Branded Content

      Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

      • Downloads: 828
      • Comments: 3
      • Rating: