Marketing Automation

Consumer use of digital devices creates opportunities for marketers, but US companies have been slow to transition from traditional marketing campaigns. European investment in marketing automation is higher, delivering the benefits of greater channel integration, behavioral targeting, and interaction management.

Latest Research

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Search Engine Optimization (SEO) Platforms, Q3 2018

    The Seven Providers That Matter Most And How They Stack Up

    August 8, 2018 Collin Colburn

    In our 23-criteria evaluation of SEO platform providers, we identified the seven most significant ones — BrightEdge, Conductor, Moz, Searchmetrics, SEMrush, seoClarity, and Siteimprove — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For CMO Professionals

    REPORT: Artificial Intelligence Will Spark A Real Marketing Renaissance

    CMOs Have A New Partner On The Horizon

    August 3, 2018 Thomas Husson

    Artificial intelligence (AI) is set to disrupt functions in just about every industry. But will it really shape a new mode of operating for marketers — and if so, how? This report helps CMOs navigate what AI means for them and anticipate its impact on brand strategies over the next three to five years.

  • For B2C Marketing Professionals

    REPORT: Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook

    August 1, 2018 Joe Stanhope, Rusty Warner

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with defining enterprise marketing technology (EMT) requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate products from different vendors. This report provides B2C marketers with a self-assessment tool to guide the development of holistic EMT requirements based on where their firm fits within Forrester's EMT maturity model. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Case Study: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook

    July 26, 2018 Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience across channels and devices. B2C marketers should read this case study to learn how one forward-thinking omnichannel advertiser uses data, a culture of innovation, and regular cadence of partner communication to deliver compelling consumer connections at every available touchpoint.

  • For B2C Marketing Professionals

    REPORT: Marketers: Manage Your Supply Chain

    Continuous Improvement: The Omnichannel Advertising Playbook

    July 26, 2018 Susan Bidel

    B2C marketers bemoan the high proportion of their budgets that are nonworking. And it is undeniably true that the direct relationship of media to nonmedia costs associated with digital advertising is unprecedented in the history of the industry. But educated marketers are changing that dynamic. Read this report to learn how you can control your supply chain costs and put more of your marketing dollars to work.

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