Search Results

• Report Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

  Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy

  January 4, 2021 | Ryan Skinner

  Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

• Blog Consumer Partners: Who They Are And Why You Should Care

  December 16, 2020 | Ryan Skinner

  Business-to-business partnerships are a long and well-established way for businesses to grow. Many software companies, for example, owe the lion’s share of their revenue from sales through...

• Blog Livestreaming Commerce Lands In Europe

  November 10, 2020 | Ryan Skinner

  Most European marketers won’t have heard of livestreaming commerce yet. But those with any experience of China, or Asia, will. Livestreaming commerce is a $60 billion-plus business there and was...

• Blog Give Customers The Gift Of Convenience This Holiday Season

  November 4, 2020 | Ryan Skinner

  This holiday season, many consumers will be forgoing big family dinners and exotic holiday markets and instead playing host to unwelcome guests like worry (for their health) and anxiety (for their...

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  Webinar Sharpen Your Customer Acquisition By Learning From Fast-Growing DTC Startups

  October 7, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) startups may still be small, but they’re grabbing much of the growth in sector after sector. Their acquisition practices provide a number of best practices for larger...

• Blog Learn From Direct-To-Consumer Disruption

  September 9, 2020 | Ryan Skinner

  Direct-to-consumer (DTC) brands are fueling disruption by radically reorienting consumer expectations. As a result of the COVID-19 pandemic, brands of all kinds are looking to shore up their own...

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Blog How Has The Pandemic Impacted Influencer Marketing?

  July 23, 2020 | Ryan Skinner

  Clients have asked us: What should we do during the pandemic about our investments in influencer marketing? Is it tone-deaf to continue right now? Or is it actually an ideal time to use...

• Report Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

  Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights

  July 22, 2020 | Ryan Skinner

  Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences,...

• Blog Introducing The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

  May 28, 2020 | Ryan Skinner

  Our latest evaluation, “The Forrester New Wave: Influencer Marketing Solutions, Q2 2020,” published today. More than a hundred vendors in the market became 47 in our New Tech, which...

• Report The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

  The 12 Providers That Matter Most And How They Stack Up

  May 28, 2020 | Ryan Skinner

  In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact,...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

  DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email

  April 10, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

• Report Use A Content Strategy Template To Ensure Content Serves Both The Business And Customer

  Businesses Need To Cultivate Clear And Standardized Approaches To Why And How They Make Content

  March 16, 2020 | Ryan Skinner

  This research began with the hypothesis that top-down content strategy, decided centrally, is a dead end. But our analysis reveals that content strategy from the bottom-up doesn't work either....

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Awareness Strategies

  DTCs Move Customers Quickly From Discover To Buy

  February 28, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations of a new generation of consumers, creating new markets, and opening the M&A wallets of much larger...

• Report Healthcare And Pharma Marketers: Learn From DTCs Going Direct-To-Value

  DTCs' Novel Approaches To Convenience, Community, And Customization Capture Consumers' Attention

  January 22, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruption isn't confined to beauty or mattress brands; DTC startups are also emerging in the highly regulated healthcare and pharmaceutical industries, as empowered...

• Blog Healthcare And Pharma Startups Chase Empowered Patients

  January 22, 2020 | Ryan Skinner

  You might have heard of a little internet company that dove into the pharma space recently: Amazon. Amazon’s not alone. We’ve found more than 50 companies (mostly smaller startups) that are...

• Report Research Overview: Agile For Marketers, Q1 2020

  January 10, 2020 | Ryan Skinner, Sarah Dawson

  Today's customers want more, better, and faster; marketers' decades-old processes just aren't up to the task. Agile methodologies enable marketers to update how they work and — better — reassess...

• Blog Another CMP Gets Swallowed Up (Percolate, By Seismic), And What It Means To You

  November 6, 2019 | Ryan Skinner

  Sales enablement automation (SEA) vendor Seismic announced its acquisition of content marketing platform (CMP) Percolate yesterday at its annual customer event, Seismic Shift. The San Diego-based...

• Report Predictions 2020: B2C Marketing

  Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

  October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

  Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

• Blog The Last-Minute Holiday Media Plan Recipe

  October 28, 2019 | Ryan Skinner

  This blog post is part of Forrester’s Holiday 2019 retail series. As we know, holiday shoppers are made well before the holiday season. Right now, John Lewis* is casting its holiday ad . . . for...

• Blog The State Of Influencer Marketing: Growing

  August 22, 2019 | Ryan Skinner

  For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30...

• Report The State Of Influencer Marketing

  Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners

  August 13, 2019 | Ryan Skinner

  Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...

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  Webinar How To Apply Agile Methodology To Marketing

  July 22, 2019 | Ryan Skinner

  Applying Agile methodology to marketing isn’t about working faster. It’s about something far more important — a vastly improved approach to marketing’s purpose, learning,...