Forrester

For Marketing Leadership Professionals

Report:2010 Marketing Budgets Rise Cautiously

For B2B And B2C Marketers, Digital Benefits Most From Budget Shifts

The world economy is on the mend from a disastrous 2009, and twice as many marketing leaders see signs of recovery in their industry as do not. Despite a positive outlook, almost a third of marketing...

• Downloads: 552

For Marketing Leadership Professionals

Report:Is Mobile Right For B2B Marketing?

Although B2B marketers have been historically cautious of emerging media channels, 45% of B2B marketers believe that mobile marketing's effectiveness will increase in upcoming years. As B2B marketers...

• Downloads: 581

For Marketing Leadership Professionals

Report:Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...

• Downloads: 961

For Marketing Leadership Professionals

Client Inquiry:Who Are The People Responsible For Purchasing Marketing Applications And Cross-Channel Platforms?

Who (job title, level, and role) are the (across multiple industries) IT professionals that influence selection, purchasing, and implementation decisions regarding marketing applications and...

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: 37

For Marketing Leadership Professionals

Report:Remarketing Done Right

Maximize Display Effectiveness By Optimizing Your Approach

New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

• Downloads: 643
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For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1059

For Marketing Leadership Professionals

Report:Best Practices For Display Marketing

Processes: The Digital Media Buying Playbook

As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...

• Downloads: 345
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For Marketing Leadership Professionals

Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

Marketers Hope For Success In Nascent Market

Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale...

• Downloads: 1816

For Marketing Leadership Professionals

Tool:Use Forrester's Maturity Model To Diagnose Specific Weaknesses

For Marketing Leadership Professionals

Tool:Assessing People Readiness

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 431

For Marketing Leadership Professionals

Report:Forrester Research Social Media Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, display ads on social networks, and technology spending. Agency fees spending is broken out by...

• Downloads: 9

For Marketing Leadership Professionals

Survey:North American Technographics® Brand Compass Survey, Q1 2013

Forrester conducted an online survey fielded in February 2013 of 4,575 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,575), there is 95% confidence...

For Marketing Leadership Professionals

Playbook:The Social Marketing Playbook

Master The Next Wave Of Social

For the interactive marketer, social is both a huge opportunity and daunting challenge. You know you can reach your customers on social channels, but the environment is foreign— it's highly...

For Marketing Leadership Professionals

Report:The Future Of Digital Media Buying

Vision: The Digital Media Buying Playbook

Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship-marketing tactics and opaque ad networks with programmatic...

• Downloads: 2060

For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 175

For Marketing Leadership Professionals

Tool:Most Financial Firms Allow User Posts On Their Facebook Pages, But Few Respond

For Marketing Leadership Professionals

Report:Build An Integrated Messaging Approach

Road Map: The Email Marketing Playbook

This report provides a road map for interactive marketers responsible for email marketing. It will help you unify your customer view, organize your teams by customer instead of by channel, and...

• Downloads: 353

For Marketing Leadership Professionals

Tool:Consumer Mobile Application Preferences And Mobile Activities

For Marketing Leadership Professionals

Tool:Forrester Wave™: Community Platforms, Q4 2010

For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Are Slow To Embrace Emerging IM Tactics

For Marketing Leadership Professionals

Tool:Social Technographics® Growth From 2007 To 2010

For Marketing Leadership Professionals

Report:US Mobile Search And Display Forecast, 2010 To 2015

Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing mobile...

• Downloads: 965

For Marketing Leadership Professionals

Report:Deliver Transparent Returns On Your Marketing Dollar

Business Case: The Marketing Mix Optimization Playbook

Marketing mix modeling is a powerful tool that provides a holistic understanding of marketing performance across channels. With marketing mix modeling, marketers can positively affect business...

• Downloads: 237