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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10 results in Reports

  • Melissa Parrish
  • Consumer Technographics
  • 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: 2396
  • 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: 1449
  • 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: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: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: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:US Marketers: Stay Ahead Of 2D Bar Code Adoption

    Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

    The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

    • Downloads: 373