Melissa Parrish

VP, Principal Analyst serving B2C Marketing PROFESSIONALS

As vice president and principal analyst, Melissa serves B2C Marketing Professionals and is a leading expert on social and digital marketing strategy. In her research, Melissa explores how marketers use evolving technologies and platforms to create and deepen the bonds between them and their ever-changing customers.

Melissa has been quoted frequently in publications such as The New York Times, The Wall Street Journal, The Washington Post, and Fortune magazine. She has spoken at hundreds of events around the world, including Ad Tech, Mobile World Congress, OMMA Global, SXSW, and Social Media Week.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults.

Education

Melissa earned a B.A. in drama and philosophy from Loyola University, New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

Melissa Parrish's Research

  • For B2C Marketing Professionals

    Report: Marketers: Conquer The Linguistic Divide That's Sabotaging Your Business Technology Agenda

    Marketers charged with leading their company's march toward customer obsession must collaborate with their technology colleagues more often — and more deeply — than ever before. But too often th...

  • For B2C Marketing Professionals

    Report: Thriving In A Post-Digital World

    We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not m...

  • For B2C Marketing Professionals

    Report: Integrate Social Into Your Marketing RaDaR

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from th...

  • For B2C Marketing Professionals

    Report: Marketing Strategy For The Mobile Mind Shift

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want ...

  • For B2C Marketing Professionals

    Report: Create Marketing Your Customers Can Use

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locat...

  • For B2C Marketing Professionals

    Report: Integrate Social Into Your Marketing RaDaR

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from th...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012

    In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category — AKQA, iCrossing, Ogilvy, Possibl...

  • For B2C Marketing Professionals

    Report: Marketing Strategy For The Mobile Mind Shift

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want ...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Community Platforms, Q4 2010

    In Forrester's 60-criteria evaluation of community platform vendors, we found that Lithium Technologies and Jive Software led the pack because of their mature tool sets and depth of services off...

  • For B2C Marketing Professionals

    Report: 2012 Interactive Marketing Predictions

    Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects custom...

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