Forrester

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: 784

For Marketing Leadership Professionals

Report:Consumer "Ad-itudes" Stay Strong

Better Trust Will Improve Ad Response

Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

• Downloads: 486

For Marketing Leadership Professionals

Report:Twitter Automatic Messages: Easy But Dangerous

Poorly Used Auto DMs Decrease Affinity And Engagement On Twitter

The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send auto...

• Downloads: 216

For Marketing Leadership Professionals

Report:Benchmarks And Best Practices For Online Video Advertising

The 2009 US Online Video Advertising WebTrack

With users consuming more online video than ever, marketers are set to spend more than $1 billion on online video advertising in 2010. We watched nearly 50 hours of video on 87 Web sites to learn...

• Downloads: 1060

For Marketing Leadership Professionals

Report:Online African Americans: A Demographic Profile

Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active...

• Downloads: 491

For CMO Professionals

Report:Why Consideration And Preference Are A Priority

Marketing Leaders Should Shift Budgets For Regular Purchases

Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US...

• Downloads: 644

For CMO Professionals

Report:US TV Ad Spending Forecast, 2009 To 2014

Cable And Advanced TV Advertising Drive Return To Modest Growth

Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the...

• Downloads: 704

For Customer Insights Professionals

Report:Consumer Privacy Is A Ticking Time Bomb For Customer Intelligence Executives

Consumers Are No Longer Passive About Their Privacy

Despite renewed interest from Washington, D.C., regarding consumer privacy, the marketing industry continues to call for self-regulation — a concept that is given shorter shrift following its...

• Downloads: 345

For CMO Professionals

Report:How Has The Recession Changed European Consumers' Attitudes Toward Brands?

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last...

• Downloads: 265

For Marketing Leadership Professionals

Report:The State Of Consumers And Technology: Benchmark 2009, US

A Life Stage Analysis Of The US Benchmark Survey

This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology...

• Downloads: 3539

For Marketing Leadership Professionals

Report:Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

For CMO Professionals

Report:The Right Media Mix To Reach UK Moms

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also...

• Downloads: 365

For Customer Insights Professionals

Report:Marketers: Stop The Abuse! Adopt Preference Management

Consumers Are Losing Trust And Patience With Marketers

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of...

• Downloads: 564

For Marketing Leadership Professionals

Report:Consumer Advertising Attitudes Rebound

A Customer-Guided Approach Will Further Ad Relevance

Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements...

• Downloads: 450

For Marketing Leadership Professionals

Report:Laying The Groundwork For The Next Wave Of TV Advertising

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or...

• Downloads: 642

For Marketing Leadership Professionals

Report:The Social Tools Consumers Want From Their Favorite Brands

More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion forums...

• Downloads: 1762

For Marketing Leadership Professionals

Report:Six Ways Online Publishers Can Boost CPMs

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

• Downloads: 669

For Marketing Leadership Professionals

Report:Monetizing Online Video In Europe

Balancing The Needs Of Advertisers And Users

With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the...

• Downloads: 297

For Marketing Leadership Professionals

Report:Benchmarks And Best Practices For European Online Video Advertising

Our June 2008 Online Video WebTrack evaluated the state of European online video advertising by reviewing 583 online video clips and 137 in-stream ads across 49 sites. Interactive marketers have more...

• Downloads: 199

For Marketing Leadership Professionals

Report:Your Email Marketing Road Map For 2009

Marketers Should Make The Most Of Available Tools And Services

Marketers haven't had much impetus to improve email strategy and execution until now. The floundering economy and rapidly changing consumer behavior force marketers to take advantage of tools their...

• Downloads: 1342

For Marketing Leadership Professionals

Report:Persuasive Consumers Are Socially Connected

Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...

• Downloads: 690

For eBusiness & Channel Strategy Professionals

Report:Technographics® Insight: How Online Reviews Impact Europeans' Shopping Behavior

This Technographics Insight takes a look at consumers¿ use of online customer ratings and reviews in Europe. It also examines how much ratings and reviews influence shopping behavior.

For Marketing Leadership Professionals

Report:Understanding How US Consumers Buy Mobile

Except For A Fickle Minority, Service And Value Far Outweigh Devices As Drivers For Switching

With cellular service saturation looming on the horizon — more than nine out of 10 US online consumers own a mobile phone today — mobile operators have shifted their focus to subscriber...

• Downloads: 1007

For CMO Professionals

Report:Choosing The Right Media Mix: North America

From Creating Awareness To The Act Of Purchase

Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and...

• Downloads: 1261

For Marketing Leadership Professionals

Report:Choosing The Right Media Mix: Europe

From Creating Awareness To The Act Of Purchase

Media planning is ever more complex and dynamic. Europeans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and...

• Downloads: 702