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353 results in Reports

  • Brand Tactics
  • 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 and, at the same time, are interested in useful and valuable content that can help them orient a...

    • Downloads: 13
    • Rating:
  • 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....

    • Downloads: 137
  • 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: 77
  • 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: 207
    • 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: 272
    • 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: 609
    • 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: 216
    • 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: 376
  • 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: 602
    • 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: 1032
    • 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: 283
    • 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: 341
    • 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: 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 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: 552
    • 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: 741
    • 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: 316
    • 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: 1491
    • 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: 405
    • 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: 1604
    • 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: 1308
  • 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: 980
  • 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, salesforce.com's Buddy Media,...

    • Downloads: 1011
  • 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: 377
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