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For B2C Marketing Professionals

How To Test Emerging Technologies

Developing A Process For Choosing And Testing New Media And Technologies

February 22, 2011

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Authors

  • By Sean Corcoran
  • with Emily Riley,
  • Sarah Glass,
  • Angie Polanco

Why Read This Report

The Splinternet is creating hundreds of new marketing opportunities for interactive marketers. Yet even the biggest companies can be risk-averse and have a limited amount of money, time, and resources. To make the best choices for your company and customers, follow Forrester's five step process for testing emerging marketing opportunities. The "Five P's" include: defining an adoption position, leveraging the POST method, developing a project plan, implementing a pilot, and evaluating performance.

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Table of Contents

  • Interactive Marketers Face An Endless Choice Of Emerging Opportunities
  • Creating A Long-Term Media, Device, And Channel Testing Process
  • RECOMMENDATIONS

  • Get Your Testing Program In Place Now
  • Supplemental Material
  • Related Research Documents

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