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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14 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: 2458
  • 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: 1791
  • 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: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: 1451
  • 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: 1184
  • 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: 1187
  • 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: 1082
  • 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: 369
  • 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: 762
  • 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: 611
  • 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: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
  • For B2C Marketing Professionals

    Report:Get Control Of Financial Services Social Marketing

    Choose A Social Marketing Management Vendor Focused On The Specific Needs Of The Financial Industry

    Clearer compliance regulations are making financial services (FS) marketers more confident about entering the social channel and growing their existing presences — but the burden remains on...

    • Downloads: 519