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Market Imperatives




61 results in Reports

  • Past 6 months
  • Digital Marketing
  • For CMO Professionals

    Report:Unify Data Expertise To Fuel Your Marketing Operating System

    Define Data Responsibilities To Boost Enterprise Intelligence

    This report, originally written for customer insights professionals, includes content relevant to CMOs. And here's why: Dramatic changes in how empowered customers now use digital and nondigital...

    • Downloads: 105
  • For Customer Insights Professionals

    Report:Market Overview: Real-Time Interaction Management

    Vendors Hone Their Contextual Marketing Capabilities

    Customers increasingly expect to be treated as individuals. That means personalized and contextually relevant real-time interactions. Customer insights (CI) professionals must assemble a contextual...

    • Downloads: 292
  • For B2C Marketing Professionals

    Report:Digital Will Win The Day, But Which Channels Will Win Digital?

    ForecastView Document

    Forrester recently published updates to its US digital marketing forecasts, including search engine marketing, display advertising, social advertising, and email marketing. This report examines...

    • Downloads: 18
  • For B2C Marketing Professionals

    Report:Build An Empowered Media Buying Team

    Organization: The Digital Media Buying Playbook

    Efficient and effective digital media buying requires a commitment to the right partnerships, staffing, and organizational structure. This organization report of the digital media buying playbook...

    • Downloads: 518
  • For B2C Marketing Professionals

    Report:Forrester Research Mobile Advertising Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    Advertisers are increasingly shifting their budgets from PCs to mobile devices across all three components of mobile advertising: display, search, and social. Mobile advertising spending will witness...

    • For Customer Insights Professionals

      Report:Brief: Localize Your Contextual Marketing Approach To China

      Use Country-Specific Context To Improve Your Marketing

      Chinese companies understand the importance of winning the business of digital customers who not only have increased buying power but also use multiple devices that can access the Internet anywhere...

      • Downloads: 31
    • For B2C Marketing Professionals

      Report:Brief: Connect With The Power Of Microvideo

      Learn The Basics Of Microvideo

      Marketing leadership professionals are missing a key opportunity to connect with customers through microvideo channels. It's increasingly difficult to keep the attention of customers, and these...

      • Downloads: 95
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Social Depth Platforms, Q2 2015

      The Seven Community Providers That Matter Most And How They Stack Up

      In Forrester's 62-criteria evaluation of social depth platform (SDP) vendors, we identified the seven most significant software providers — Acquia, Jive, Lithium, Livefyre, Salesforce,...

      • Downloads: 185
    • For B2C Marketing Professionals

      Report:Boost Contextual Reach With Content Marketing For Mobile

      Marketers Should Federate Contextual Data, Content, And Insights To Power Their Audiences' Mobile Moments

      Skyrocketing smartphone penetration means two things for B2C marketing leaders: 1) Customers spend less time consuming media on PCs and 2) their expectations of media experiences are increasingly...

      • Downloads: 185
    • For B2C Marketing Professionals

      Report:Five Global Trends Driving Social Media Advertising Growth

      ForecastView Document

      Social is the youngest of all the media channels available to advertisers, and it continues to grow faster than traditional online display and paid search. Social is driving global online advertising...

      • Downloads: 7
    • For B2C Marketing Professionals

      Report:Advance Your Social Marketing Maturity

      Road Map: The Social Marketing Playbook

      In the US, marketing leaders plan to spend $17 billion on social marketing programs by the end of 2019. Although this investment reflects a shared optimism about social's potential to create the...

      • Downloads: 235
    • For eBusiness & Channel Strategy Professionals

      Report:What Banks Can Learn From Retailers' Websites

      Eight Marketing And Sales Tactics That Digital Banking Teams Should Borrow From Their Retail Peers

      Over the past decade, eBusiness and channel strategy teams at many large banks have done yeoman's work in upgrading and improving their public websites. They've made great strides in areas like...

      • Downloads: 253
    • For B2C Marketing Professionals

      Report:Q&A: How Niche Social Networks Can Enhance Your Community Strategy

      Niche social networks — online communities of like-minded individuals who connect with each other about specialized, unique, or regional topics — have been around since the early days of...

      • Downloads: 103
    • For B2C Marketing Professionals

      Report:How To Reach US Investors

      What Different Investor Segments Really Want

      This report, originally written for eBusiness and channel strategy professionals, includes content relevant to your role. Here's why: Forrester's investor segmentation and media consumption data can...

      • Downloads: 85
    • For CMO Professionals

      Report:Brief: Orchestrate Marketing Insights In A Digital Command Center

      A Centralized Capability Helps Turns Insights Into Marketing Actions

      With empowered customers interacting with companies via digital and nondigital engagement channels, CMOs need to eschew silo-based teams and adopt a more flexible, customer-centric approach to...

      • Downloads: 96
    • For B2C Marketing Professionals

      Report:Crack The Content Marketing Code In Five Easy Steps

      Road Map: The Content Marketing Playbook

      Among marketing leaders, 86% admit that their content marketing is only somewhat effective — or less — at creating business value. At the same time, they concede that based on how...

      • Downloads: 292
    • For B2C Marketing Professionals

      Report:Quick Take: Verizon Buys AOL To Recast Ad Tech's Foundations

      Forget About The Media Assets, This Deal Is All About Audience Targeting Capabilities

      On May 12, 2015, Verizon announced its acquisition of AOL for a reported $4.4 billion dollars. This move is in keeping with the company's ongoing commitment to investing in technology and talent to...

      • Downloads: 162
    • For B2C Marketing Professionals

      Report:Become Agile To Improve Your Mobile Approach

      Continuous Improvement: The Mobile Marketing Playbook

      By now, most marketing leaders have successfully launched a mobile website, and many have an app or two. Even if your mobile traffic is growing exponentially and you've had success with several...

      • Downloads: 414
    • For B2C Marketing Professionals

      Report:Forrester Research Email Marketing Forecast, 2015 To 2020 (US)

      ForecastView Spreadsheet

      This report provides a forecast for the US population of email users, marketing email volume, and email marketing spending for the years 2015 to 2020. It estimates the total number of online users...

      • Downloads: 6
    • For B2C Marketing Professionals

      Report:Brief: Buy Social Point Solutions, Not Social Suites

      More than two-thirds of avid social marketers believe it's more effective for them to buy all their social tools from a single vendor than to buy social point solutions from several different vendors...

      • Downloads: 84
    • For B2C Marketing Professionals

      Report:The Social Programs Every B2C Marketer Should Study

      Best Practices: The Social Marketing Playbook

      The Forrester Groundswell Awards inspire marketers worldwide with examples of the best of social marketing. During our Marketing Leaders Forum in New York City this April, we announced winning...

      • Downloads: 87
    • For CMO Professionals

      Report:Will People Really Do That?

      Marketers Must Get Ready For Hyperadoption Now

      Over the past 10 years, the forces that have placed us in the age of the customer have stimulated a rise in novel behavior among consumers. The next 10 years will put the past 10 to shame, ushering...

      • Downloads: 329
    • For B2C Marketing Professionals

      Report:Forrester Research Online Display Advertising Forecast, 2015 To 2020 (US)

      ForecastView Spreadsheet

      Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad was placed online in 1994. For nearly 20 years, online impressions were...

      • Downloads: 11
    • For Customer Insights Professionals

      Report:Marketers Are Using Data To Fuel Effective Mobile Campaigns

      Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing

      Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile data...

      • Downloads: 114
    • For eBusiness & Channel Strategy Professionals

      Report:Ten Must-Have Features For The Public Sites Of Investment Firms

      Best Practices From The Public Websites Of Leading US Wealth And Asset Management Firms

      The Web is now the most popular channel for US consumers researching investment products: More buyers of products like individual retirement accounts (IRAs), mutual funds, and exchange-traded funds...

      • Downloads: 593