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.

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32 results in Reports

  • Melissa Parrish
  • For B2C Marketing Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    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 the...

    • Downloads: 2393
  • For B2C Marketing Professionals

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

    The Nine Agencies That Matter Most And How They Stack Up

    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, Possible...

    • Downloads: 1770
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    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 in...

    • Downloads: 1639
  • For B2C Marketing Professionals

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

    Lithium And Jive Lead The Way, With KickApps Close Behind

    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 offered....

    • Downloads: 1643
  • For B2C Marketing Professionals

    Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

    Marketers Hope For Success In Nascent Market

    Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale...

    • Downloads: 1900
  • For B2C Marketing Professionals

    Report:2012 Interactive Marketing Predictions

    Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

    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 customized,...

    • Downloads: 1785
  • For B2C Marketing Professionals

    Report:Social Mobile Technographics®: How Consumers Socialize On Mobile Phones

    The increasing accessibility of the mobile Web and mobile apps makes connecting with traditional social networks like Facebook and Twitter more convenient than ever. Due to these technology and...

    • Downloads: 1449
  • For B2C Marketing Professionals

    Report:2011 US Mobile Marketing Predictions

    After a record year for mobile marketing spend and success, mobile has finally arrived as a legitimate marketing medium. In 2011, Forrester predicts that marketers will take the training wheels off...

    • Downloads: 1571
  • For B2C Marketing 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: 1337
  • For B2C Marketing Professionals

    Report:The Always Addressable Customer

    Embrace Addressability To Engage Your Ultra-Connected Audience

    Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we entered the era of pervasive interactivity, in which more people access the Internet more frequently from...

    • Downloads: 1179
  • For B2C Marketing Professionals

    Report:2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

    • Downloads: 1183
  • For B2C Marketing Professionals

    Report:How To Create An Effective Brand Presence On Facebook

    Forrester Research Online Facebook WebTrack

    Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post...

    • Downloads: 1492
  • For B2C Marketing Professionals

    Report:Community Management Checklist

    A Four-Phase Approach To Preparing To Engage With Your Customers

    Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they...

    • Downloads: 1345
  • For B2C Marketing Professionals

    Report:Predictions 2014: Marketing Leaders Put Insights To Use

    Big Data Makes Way For Smart Data Across Social, Mobile, And Media

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the...

    • Downloads: 977
  • For B2C Marketing Professionals

    Report:Take Control Of Your Social Marketing Program

    Social Marketing Management Vendor Landscape

    As interactive marketers' social programs have become more mature, a breed of vendors has cropped up to help them manage their increasingly complex social presences. Social publishing platforms and...

    • Downloads: 1091
  • For B2C Marketing Professionals

    Report:Build A Push And Pull Social Marketing Process

    To prepare for the future of interactive marketing, as marketers you must follow the CORE directive to: customize marketing experiences, optimize decisions and processes, respond to changing market...

    • Downloads: 1211
  • For B2C Marketing Professionals

    Report:Objectives: The Key To Succeeding With A Mobile Marketing Channel Strategy

    The personal nature of mobile devices creates a deeper, more-connected bond between marketer and consumer, which requires a new approach to traditional marketing objectives. Marketers looking to...

    • Downloads: 1080
  • For B2C Marketing Professionals

    Report:US Mobile Search And Display Forecast, 2010 To 2015

    Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing mobile...

    • Downloads: 1020
  • For B2C Marketing Professionals

    Report:Mobile Marketing — A Forrester Compilation

    More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

    • Downloads: 368
  • For B2C Marketing Professionals

    Report:Twitter: The Public Forum For Your Brand

    How Interactive Marketers Should Tap Twitter For Real Business Results

    With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

    • Downloads: 759
  • For B2C Marketing Professionals

    Report:Mobile Apps For Marketing

    When And How Interactive Marketers Should Build Apps For Marketing Purposes

    Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

    • Downloads: 691
  • For B2C Marketing Professionals

    Report:Community Benchmarking Metrics

    What To Expect For The Health Of Your Community

    Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

    • Downloads: 607
  • For B2C Marketing Professionals

    Report:How To Get Started With Mobile Display

    Display marketers are eager to launch mobile campaigns. But they face challenges such as audience fragmentation, a chaotic vendor landscape, and myriad new technologies and devices. In order to...

    • Downloads: 672
  • For B2C Marketing Professionals

    Report:Marketing Via Geosocial Apps: Why And How

    Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

    Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

    • Downloads: 669
  • For B2C Marketing Professionals

    Report:Socialize Your Interactive Marketing With A Point Solution

    The costs and timing of adding social functionality to your marketing initiatives can quickly add up as feature sets become more extensive and implementations become more complex. A variety of...

    • Downloads: 545