Forrester

For Marketing Leadership Professionals

Report:A Market Researcher's Introduction To Owned, Paid, And Earned Media

The terms "owned media," "paid media," and "earned media" have become very popular in the marketing space today. Marketers need to understand the benefits of each medium and how to identify the role...

• Downloads: 709

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:Marketing Mix Modeling Landscape Overview

The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring...

• Downloads: 1210
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For Customer Insights Professionals

Report:Mastering New Marketing Automation Approaches

Tools And Technology: The Cross-Channel Campaign Management Playbook

The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up...

• Downloads: 459
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For Marketing Leadership Professionals

Report:How To Integrate Email With Search Marketing

Coordinating Email And Search Can Jump-Start Integrated Marketing

Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple changes...

• Downloads: 753

For Marketing Leadership Professionals

Report:2011 Interactive Marketing Predictions

Reorganize To Tear Down Channel Ghettos And Focus On The Customer

Flush with cash, interactive marketers will experiment aggressively in 2011, using the careful planning and execution learned in the recent downturn to increase the success rate of innovations. Look...

• Downloads: 1512

For Marketing Leadership Professionals

Report:Balance User Needs With Business Goals

Strategic Plan: The Email Marketing Playbook

This report articulates a strategic plan for how interactive marketers can improve their email programs today and create humanized, integrated messages in the future. We recommend marketers build...

• Downloads: 250

For Sales Enablement Professionals

Report:Tech Channels Have A Long Way To Go Toward Adding Marketing Value

Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as...

• Downloads: 191
• Comments: 1
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For Customer Insights Professionals

Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

• Downloads: 868
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For Marketing Leadership Professionals

Report:Adapting To Media Fragmentation In Europe

The Impact Of Media Fragmentation Patterns On Communication Strategy

Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time...

• Downloads: 379

For Marketing Leadership Professionals

Report:Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

• Downloads: 1295

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: 1057

For Marketing Leadership Professionals

Report:Mix Art And Science For Marketing Success

Vision: The Marketing Mix Optimization Playbook

Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with this increasing complexity. For CMOs and senior marketers, all of these new...

• Downloads: 385
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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

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 Interactive Marketing Professionals

Tool:Forrester Wave™: Marketing Mix Modeling, Q2 '13

For Customer Insights Professionals

Report:Cross-Channel Attribution Puts The Science In Marketing Measurement

Executive Overview: The Cross-Channel Attribution Playbook

Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...

• Downloads: 343
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For Interactive Marketing Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

The Nine Providers That Matter Most And How They Stack Up

Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

• Downloads: 14

For Customer Insights Professionals

Report:CI Teams: Blocking And Tackling Is Not Enough

Integrating Customer Data Is Vital, But It's Not The End Goal

We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a...

• Downloads: 321

For CMO Professionals

Report:Embed The Customer Life Cycle Across Marketing

Vision: The Customer Life-Cycle Marketing Playbook

Today's empowered customer has the world at her fingertips — literally — through the multiple keyboards and connections to opinions all throughout her day. The challenge for today's...

• Downloads: 443

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: 748
• Comments: 1
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For Marketing Leadership Professionals

Report:Forrester Research Social Media Forecast, 2011 To 2016 (US)

ForecastView Spreadsheet

Social media forecast (US): Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, and technology spending. Agency fees spending is broken out by...

• Downloads: 2

For Marketing Leadership Professionals

Report:How To Integrate Search With Social Media

Today, consumers increasingly rely on social media as a source for finding information online. This means marketers must adapt their search marketing strategies in order to be found. We recommend...

• Downloads: 1017

For Marketing Leadership Professionals

Report:Agencies Deliver Strategic Mobile Display Expertise

The explosive growth of smartphones has created an opportunity for mobile display that marketers are beginning to realize. But confusion in the vendor landscape has led marketers to go straight to...

• Downloads: 523

For Marketing Leadership Professionals

Report:Mobile Unifies The Online-Offline World

New Mobile Ad Formats Help Shape The Marketing Continuum

After more than a decade of fast-paced innovation, mobile is creating a link between digital ads and their physical-world counterparts in magazines, billboards, bar codes, and aisles. With new mobile...

• Downloads: 655