Best Practice Report

How To Test Emerging Technologies

Developing A Process For Choosing And Testing New Media And Technologies

February 22nd, 2011
Sean Corcoran, null
Sean Corcoran
With contributors:
Emily Riley , Sarah Glass , Angie Polanco

Summary

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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