Forrester

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: 50

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: 190
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For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 182

For Marketing Leadership Professionals

Report:The Always Addressable Customer

Vision: The Mobile Marketing Playbook

This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

• Downloads: 784
• Comments: 1
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For Marketing Leadership Professionals

Report:Exploring The Social Technographics® Ladder: Creators

North American Consumer Technographics®

Creators sit at the top of Forrester's Social Technographics ladder®: They are a group of highly active online consumers who write blogs and articles, upload self-created video and music, post...

• Downloads: 67
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For CMO Professionals

Report:Consumers Demand More From 21st Century Brands

Landscape: The 21st Century Brand Marketing Playbook

Empowered consumers threaten the traditional building blocks of brand equity, as they have greater influence than ever over brand preference, recommendation, and pricing power. In February 2012,...

• Downloads: 417
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For Marketing Leadership Professionals

Report:Power Your Brand Ecosystem With Social Media

Vision: The Social Marketing Playbook

You already know your audience uses social media; one minute they're planning vacations on Twitter and the next they're toppling governments with the help of Facebook. And because your customers use...

• Downloads: 1065
• Comments: 2
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For CMO Professionals

Report:Brand Building In The 21st Century

The Quest For Market Share And Mindshare In An Age Of Higher Standards

Like the ruins of Rome, the traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they...

• Downloads: 700
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For Marketing Leadership Professionals

Report:Boost Your Content Ecosystem With Video

How To Use Online Video Content To Drive Results

Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Downloads: 574

For Marketing Leadership Professionals

Report:Case Study: Oreck Improves Media Spend ROI By Taking A Unified View Of The Customer

Oreck decided it was time to get smart about impression delivery across multiple channels. Working with partner Knotice, Oreck created a unified view of the customer to effectively target and deliver...

• Downloads: 286
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For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

• Downloads: 1247
• Comments: 4
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For Marketing Leadership Professionals

Report:Brands And Social Networking — A Recipe For Consumer Engagement

Forrester Technographics Digital Consumer Community Report, February 2012

Pleasing consumers is becoming increasingly difficult, and the experiences encountered while buying a product can make or break a brand’s reputation with its consumers. One bad experience can...

• Downloads: 6

For Marketing Leadership Professionals

Report:Twitter: The Public Forum For Your Brand

How Interactive Marketers Should Tap Twitter For Real Business Results

With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

• Downloads: 671
• Comments: 1
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For Marketing Leadership Professionals

Report:Partner Up For Influencer Marketing

Work With Key Collaborators To Identify And Engage Influencers

Interactive marketers are often responsible for influencer marketing programs, particularly within business-to-consumer (B2C) organizations. But identifying and engaging influencers is both complex...

• Downloads: 378

For CMO Professionals

Report:Emerging Technologies CMOs Should Watch: Q3 2011

Four Technologies For Engaging Customers With Content

CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools and...

• Downloads: 789

For CMO Professionals

Report:Engage Women With Personal And Relevant Social Interactions

Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

• Downloads: 789

For Marketing Leadership Professionals

Report:Earned Media: The Intersection Of Interactive Marketing And PR

How Interactive Marketers Can Apply PR Best Practices To Succeed With Empowered Customers

Interactive marketers excel in paid and owned media but are often in uncharted waters when tasked with earning media through relationships with advocates and detractors. Thus, PR professionals are...

• Downloads: 627
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For Marketing Leadership Professionals

Report:Defeating Social Clutter

Strategies For Connecting With Increasingly Overwhelmed Audiences

As consumers' use of social media matures, a new challenge faces marketers: connecting with their target audiences in increasingly cluttered social platforms. Many interactive marketers are falling...

• Downloads: 743

For Marketing Leadership Professionals

Report:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1022

For Marketing Leadership Professionals

Report:Using Paid And Earned Media Together

How Advertising Campaigns And Social Marketing Influence Each Other

While it's very helpful to categorize the different online media touchpoints into groups such as earned, owned, and paid media, it's important to recognize that all of these touchpoints influence...

• Downloads: 1018

For CMO Professionals

Report:Define Your Marketing Innovation Strategy

Many marketing leaders take advantage of new opportunities as they present themselves, organically building change into their approach and organization. But innovation in marketing should be much...

• Downloads: 1894

For Marketing Leadership Professionals

Report:Reaching Your Most Valuable Email Customers

Influencers' Attitudes Toward Email Marketing

A core group of consumers who value email and are also go-tos within their communities for product recommendations — a group Forrester calls promotion influencers — are email marketers'...

• Downloads: 738

For Customer Insights Professionals

Report:Defining Influence As A Strategic Marketing Metric

Understanding The Power Of Influencers To Drive Marketing Strategy

Influence is a dynamic concept that marketers use to identify the power of different outlets. In the past marketers treated influence and circulation volume as synonymous terms. Today, influence...

• Downloads: 475

For Marketing Leadership Professionals

Report:Technographics® Survey Highlights: Influential Online Consumers

This highlight deck summarizes key findings related to influential consumers who advocate for their favorite brands or products online. This is the fourth survey highlight in a series from the North...

For Marketing Leadership Professionals

Report:User-Generated Video Contests

Best Practices For Driving More Entries And Creating Viral Impact

Many interactive marketers — encouraged by a string of high-profile user-generated video contests — are beginning to run online video contests of their own. These contests help marketers...

• Downloads: 472