Forrester

For Marketing Leadership Professionals

Report:Digital Disruption Rattles The TV Ad Market

New Consumer Viewing Behaviors Force The Industry Into A New Future

Since its invention, TV has beaten back many challenges to retain its place as the king of the media plan. That won't change anytime soon, but the way advertisers plan and buy their campaigns will....

• Downloads: 190

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Initiative

Benchmarks: The Marketing Mix Optimization Playbook

Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

• Downloads: 205

For Marketing Leadership Professionals

Report:Case Study: Mint.com Grows Its Business Using Game Mechanics

Mint.com wanted to increase traffic from new and returning users to its site as well as deepen engagement and exposure to monetized elements. By employing a suite of game mechanics — including...

• Downloads: 362

For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 440
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For Marketing Leadership Professionals

Client Inquiry:Best Practice Examples Of Integrating Television With Social Media

What are some best practice examples of integrating television with social media — not just in content/programming terms, but also in advertising terms?

For Marketing Leadership Professionals

Playbook:The Email Marketing Playbook

Graduate From Email To Integrated Messaging

The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

For Marketing Leadership Professionals

Report:Make The Switch To The Customer Life Cycle

Strategic Plan: The Customer Life-Cycle Marketing Playbook

The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer life...

• Downloads: 977

For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

• Downloads: 2531
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For Marketing Leadership Professionals

Report:How To Interact With Tech Community Members

Tech Marketers Can Guide BT Buyers To Positive Business Outcomes Through Community Interactions

Many tech B2B companies have realized that a strategy of "build the community and they will come" typically fails. Choosing the right content, understanding members' linkages and interactions, taking...

• Downloads: 253

For Marketing Leadership Professionals

Report:Graduate From Email To Integrated Messaging

Executive Overview: The Email Marketing Playbook

The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

• Downloads: 447
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For Marketing Leadership Professionals

Report:The ROI Of Social Marketing

Business Case: The Social Marketing Playbook

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

• Downloads: 4947
• 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: 375

For Marketing Leadership Professionals

Report:Advance Through The Stages Of Mobile Maturity

Road Map: The Mobile Marketing Playbook

This report provides a road map for interactive marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and as hardware, software, and interfaces evolve, interactive...

• Downloads: 1355
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For Marketing Leadership Professionals

Report:Select Partners Who Support Your Goals

Tools And Technology: The Digital Media Buying Playbook

The linchpins of every effective media buyer's practice are the partner and vendor relationships that allow the buyer to create truly valuable customer experiences. The technology ecosystem for...

• Downloads: 196

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:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 45

For Marketing Leadership Professionals

Report:Coordinate Your Social Marketing Stakeholders And Resources

Stakeholder Map: The Social Marketing Playbook

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

• Downloads: 1050
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For Marketing Leadership Professionals

Playbook:The Digital Media Buying Playbook

Create An Audience-Obsessed Digital Media Buying Practice

Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time technologies. Participants...

For Marketing Leadership Professionals

Report:Select The Right Interactive Agency In China

Vet Interactive Agencies Against Four Key Criteria To Effectively Drive Your Marketing In China

The opportunity for interactive marketing professionals to reach and win Chinese consumers via digital channels is enormous. But the threat of failure looms just as large for brands with a shallow...

• Downloads: 103
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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: 167

For Marketing Leadership Professionals

Report:Forrester Research Mobile Advertising Display And Search Forecast, 2012 To 2017 (US)

ForecastView Spreadsheet

Spending by companies on mobile and tablet marketing segmented by display and search. Includes data on mobile Internet users and spending by company size. Includes data dating back to 2005...

• Downloads: 8

For Marketing Leadership Professionals

Tool:Use This Self-Assessment Tool To Choose The Right Digital Media Buying Platform

For Marketing Leadership Professionals

Report:How Consumers Find Websites In 2011

And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

• Downloads: 831

For Marketing Leadership Professionals

Report:Social Marketing Spending In 2011

Benchmarks: The Social Marketing Playbook

Despite the tremendous hype and even some pockets of success, our most recent social media benchmarking survey shows that social marketing is still at an early stage. In fact, most interactive...

• Downloads: 1998
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For Marketing Leadership Professionals

Report:Measurement Is A Digital Media Buyer's Best Friend

Performance Management: The Digital Media Buying Playbook

Every digital marketer knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement...

• Downloads: 291
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