Forrester

For Sales Enablement Professionals

Report:Event Marketing Giveaways That Work

Evaluating What Makes Effective Swag

New social and digital marketing tactics receive attention from B2B marketers seeking the "next big thing," and virtual events continue to gain popularity, but traditional events remain very...

• Downloads: 183

For Marketing Leadership Professionals

Report:The Best And Worst Of Paid Search In 2012

Benchmarks: The Search Marketing Playbook

Forrester applied an adjusted version of its search marketing review methodology to 300 paid search ads from the retail, travel, consumer packaged goods (CPG), media and entertainment, financial...

• Downloads: 1133

For Marketing Leadership Professionals

Report:2013 Interactive Marketing Predictions

The Ultra-Connected Customer Will Upturn Marketing

In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

• Downloads: 681

For Marketing Leadership Professionals

Report:The New Interactive Agency Landscape

Agencies Reinvented As Mediators Will Win While The Rest Wither

The agency model is crumbling under the weight of continual innovation in digital channels, the changing media behaviors of the always-addressable customer, and marketers' frustration with a siloed...

• Downloads: 984
• Comments: 7
• Rating:

For Customer Insights Professionals

Report:Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

• Downloads: 240

For Customer Insights Professionals

Report:Examining The Member Interactions Of Five Major Loyalty Programs

Programs Fall Short Across All Evaluation Criteria

Forrester applied its new Customer Loyalty Program Review methodology to five popular loyalty programs from the retail, travel, and financial services industries. The results of the evaluation...

• Downloads: 598

For Marketing Leadership Professionals

Report:US Financial Services Lead Interactive Marketing Spending

US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by channel...

• Downloads: 561
• Comments: 1

For eBusiness & Channel Strategy Professionals

Report:European eBusiness Executives Take A Cautious Approach To Daily Deals

Brand And Margin Protection Inhibit Adoption, But Other Approaches Are Emerging

Skepticism is the watchword across Europe as eBusiness executives consider engaging with daily deals sites such as Groupon and Living Social. Concerns about brand damage and sales cannibalization are...

• Downloads: 157

For eBusiness & Channel Strategy Professionals

Report:Optimizing The Affiliate Channel For Deal-Driven Customers

Traffic Has Increased And The Channel's Matured, But Proving Incrementality Remains A Challenge

Customers are flocking to affiliate deal sites that offer promotional coupons and offer codes. The slowdown in the economy, advances in technology, and a more favorable consumer mindset toward...

• Downloads: 407

For Marketing Leadership Professionals

Report:Five Easy Improvements For B2B Financial Services Interactive Marketers

Tackle The Low-Hanging Fruit To Maximize 2012 Budgets

Business-to-business (B2B) financial services interactive marketers will likely feel the squeeze in 2012 as they look to deliver improved performance with limited budget growth. While this economic...

• Downloads: 307

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1568

For Customer Insights Professionals

Report:To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

• Downloads: 343

For Customer Insights Professionals

Report:Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

• Downloads: 644
• Rating:

For eBusiness & Channel Strategy Professionals

Report:Online Retailing In Australia 2011: Marketing, Merchandising, And Customer Service

Despite the momentum in Australian online retail, the sector is still quite focused on the basics of customer engagement. When it comes to marketing, this means online retailers don't just prioritize...

• Downloads: 263

For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 913

For eBusiness & Channel Strategy Professionals

Report:Moving Traveler Loyalty From "Utility" To "Good"

Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty

The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

• Downloads: 506

For Customer Insights Professionals

Report:Five Foundational Requirements For Retail Customer Intelligence

In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge merchants...

• Downloads: 548

For Marketing Leadership Professionals

Report:Get Control Of Financial Services Social Marketing

Choose A Social Marketing Management Vendor Focused On The Specific Needs Of The Financial Industry

Clearer compliance regulations are making financial services (FS) marketers more confident about entering the social channel and growing their existing presences — but the burden remains on...

• Downloads: 467

For Marketing Leadership Professionals

Report:Forrester Research Online Display Advertising Forecast, 2011 To 2016 (US)

ForecastView Spreadsheet

Online display avertising forecast: Online and offline advertising spending by marketers. Segments online display spending by pricing scheme, media format, and share of spending through ad networks....

For Customer Experience Professionals

Report:Where To Find Help For Interactive Design Projects In Europe, 2011

European Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

Companies seeking agency partners in Europe find it challenging to identify the best agencies to meet their needs. To kick-start the vendor selection process, Forrester gathered self-reported data...

• Downloads: 218

For Marketing Leadership Professionals

Report:Financial Services Interactive Marketers Are Primed For A More Responsive Social Presence

Use Technology To Help Overcome Logistical Hurdles

As financial services (FS) marketers evolve their social programs to more actively engage customers and prospects, they are struggling to handle the workflow, compliance, and measurement challenges...

• Downloads: 472

For eBusiness & Channel Strategy Professionals

Report:Putting The Best Sales Arguments On Financial Services Websites

eBusiness Executives Should Advertise Benefits Other Than Price

eBusiness teams at financial services firms too readily use price to promote products on their websites. In fact, few customers choose a company for the best price, and promoting other values...

• Downloads: 499
• Rating:

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 714

For eBusiness & Channel Strategy Professionals

Report:Injecting Next-Generation Thinking Into Your Financial Services Acquisition Website

Technology Is Just Part Of The Answer To Building A Next-Generation Sales Site

The next generation of online financial services sales needs more of a change in thinking and approach than a change in technology. Forrester believes the next generation of online sales in financial...

• Downloads: 1007

For Customer Insights Professionals

Report:Retailers: Differentiate With Customer Intelligence

Why Retailers Must Invest In Maturing Their CI Capabilities

Multichannel retailers, who often have a direct-marketing provenance, have marts and warehouses full of customer data. But very few of them are turning that data into Customer Intelligence (CI) the...

• Downloads: 592