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  • Report Gillette's Close Shave

    A Consumer Energy Index Analysis
    January 22, 2019 | Anjali Lai

    Brands are jumping into the messy arena of polarizing issues with greater fervor, and Gillette just raised the stakes. Within 72 hours of launch, its "We Believe" TV spot shot past 13 million views...

  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James McQuivey, PhD, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • Report Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services
    January 3, 2013 | Cory Munchbach

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The...

  • Report Engage Women With Personal And Relevant Social Interactions

    July 13, 2011 | Tracy Stokes

    Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

  • Report Why Consideration And Preference Are A Priority

    Marketing Leaders Should Shift Budgets For Regular Purchases
    January 27, 2010 | David M. Cooperstein

    Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US consumers...

  • Report The Right Media Mix To Reach UK Moms

    August 5, 2009 | Mary Beth Kemp

    Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also...

  • Report How To Reach High-Income Consumers In France

    August 5, 2009 | Mary Beth Kemp

    High-income earners only account for a small portion of the French population. That makes it challenging for marketing leaders to reach this desirable group of consumers. To assess the most...

  • Report Portrait Of A Loyalist

    Brand Loyalists Are Savvy Shoppers Who Influence Their Peers
    September 22, 2008 | Lisa Bradner

    Loyal consumers are more likely to be female, family oriented, and older. Active purchasers, they shop around and speak with their friends and family about their preferences before pledging their...

  • Report Building An Effective Green Marketing Strategy

    July 31, 2008 | Cindy Commander, Brian Haven

    Organizations are under pressure from consumers, shareholders, and government bodies to develop green strategies. However, many marketers are jumping on the green bandwagon and committing common...

  • Report Case Study: Vancity Engages Stakeholders In Green Efforts

    July 31, 2008 | Cindy Commander, Brian Haven

    As a small credit union in the Vancouver area, Vancity was founded on principles of community and has won numerous awards for its work around sustainability and climate change. With a re-branding...

  • Report Social Loyalty

    How To Find, Create, And Nurture Brand Advocates
    June 25, 2008 | Lisa Bradner

    Marketers need engagement to create long-lasting brand relationships, but how should they try to create these — and with whom? Traditionally, loyalty programs have provided transactional...

  • Report Collaborate With WOM Youth

    Marketers Should Prototype Their Social Marketing
    March 10, 2008 | Mary Beth Kemp

    Young online consumers — those ages 12 to 24 — wield and embrace peer influence even more than adults when choosing what products to buy. And young word-of-mouth (WOM) consumers offer a...

  • Report Redefining High-Value Customers

    The Value Of Influencers In A Connected World
    February 27, 2008 | Mary Beth Kemp

    Many firms value customers primarily based on how much they spend with them. However, in this super-connected world of Social Computing, influential consumers drive purchase decisions and have an...

  • Report How To Prioritize Marketing By Product Type

    November 19, 2007 | Peter Kim

    This data chart is a profile of adult consumers media usage preference during each stage of the marketing funnel. The products that are profiled include low, medium, and high consideration products.

  • Report Demystifying The WOM Consumer

    An In-Depth Look At Those Who Give And Receive Product Advice
    October 30, 2007 | Lisa Bradner

    Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over...

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