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Market Imperatives




365 results in Reports

  • Brand Tactics
  • For CMO Professionals

    Report:The Post-Digital Rules Of Brand Building

    Executive Overview: The 21st Century Brand Marketing Playbook

    In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted...

    • 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: 1766
    • 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: 98
    • 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: 185
    • 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: 75
    • 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: 116
    • 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: 499
    • 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: 203
    • 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: 185
    • 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: 134
    • 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: 399
    • For CMO Professionals

      Report:Health Insurance Brands Must Earn Consumer Trust

      Technographics® TRUE Brand Compass: Health Insurance

      US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention to...

      • Downloads: 184
    • For CMO Professionals

      Report:How To Build Your Brand Through Customer Experience

      Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase and...

      • Downloads: 418
    • For Marketing Leadership Professionals

      Report:Use Instagram Now

      Before The Rules Change

      Marketers seeking social engagement should turn to Instagram's low-clutter, brand-friendly environment. Top brands' Instagram posts generate a per-follower engagement rate 58 times higher than their...

      • Downloads: 243
    • For Marketing Leadership Professionals

      Report:How To Create A Social Depth Strategy

      Drive Brand Exploration With A Winning Combination Of Content And Tactics

      If your buyers score high on the Social Technographics® explore factor, you can consider implementing a social depth strategy on your branded website(s). But before diving into social depth, you...

      • Downloads: 246
    • For Marketing Leadership Professionals

      Report:CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

      How To Navigate Fragmenting Media Audiences Across Niche, Focused Digital Media Networks

      Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima,...

      • Downloads: 228
    • 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: 300
    • For Marketing Leadership Professionals

      Report:Lessons From The 2013 Forrester Groundswell Awards

      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: 115
    • 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: 317
    • 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: 361
    • 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: 782
    • 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: 270
    • 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: 457
    • For Marketing Leadership Professionals

      Report:There Is No Internet Of Things — Yet

      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: 729
    • 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: 1098