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  • Report Now Tech: Social Suites, Q1 2021

    Forrester's Overview Of 15 Social Suite Providers
    March 25, 2021 | Jessica Liu, Sarah Dawson

    You can use social suites to consolidate many of your social media needs into a single cohesive platform that integrates into a broader enterprise technology ecosystem. But to realize these...

  • Report Know Your Social Media Audience In 2021 — And If They Want To Interact With You

    Landscape: The Social Marketing Playbook
    January 29, 2021 | Jessica Liu, Sarah Dawson

    The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

  • Report Make Social Media Bigger Than Marketing

    Executive Overview: The Social Marketing Playbook
    November 25, 2020 | Jessica Liu

    B2C marketers know that social marketing works but can't articulate how. That's because too many of them launched social programs without a clear strategy. Mastering social media requires more than...

  • Report Define Your Social Media Maturity To Advance Your Social Marketing

    Assessment: The Social Marketing Playbook
    August 14, 2020 | Jessica Liu

    B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. Read this report to learn about the...

  • 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 Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    July 17, 2020 | Jessica Liu, Melissa Parrish

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

  • Report Now Tech: Social Listening Platforms, Q3 2020

    Forrester's Overview Of 25 Social Listening Platform Providers
    July 9, 2020 | Jessica Liu

    You can use social listening platforms (SLPs) to measure brands' social media efforts, conduct market research, and propel product innovation. But to realize these benefits, you'll first have to...

  • Report Four Steps To Add Social Media To Your Marketing Strategy

    Roadmap: The Social Marketing Playbook
    July 2, 2020 | Jessica Liu, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

  • Report It's OK To Break Up With Social Media

    Vision: The Social Marketing Playbook
    May 13, 2020 | Jessica Liu

    In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

  • Report Build A Business Case For Social Media’s Value To The Enterprise

    Business Case: The Social Marketing Playbook
    March 30, 2020 | Jessica Liu

    When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

  • Report Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook
    February 10, 2020 | Lori Wizdo, Jessica Liu

    Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

  • Report You Don't Need A "Social Marketing" Strategy

    December 27, 2019 | Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use...

  • Report Forrester Infographic: US Consumers Vary In How They Interact With Brands On Social Media

    December 11, 2019 | Jessica Liu

    Social networks and messaging apps are not a zero-sum game; users have multiple accounts and use different apps for different purposes. Understanding how US users' demographics and behaviors vary...

  • Report Predictions 2020: Customer Insights

    Firms Up Their Data And Analytics Game In Pursuit Of Better Customer Understanding
    October 30, 2019 | Gene Leganza, Jennifer Belissent, PhD, Cinny Little

    Insights-driven firms outperform their peers. And in an age when what customers think — and do — matters more than any other factor, the gold rush to customer insights is on. However, the paths to...

  • 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...

  • Report Predictions 2020: Media

    Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

    2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

  • Report The Forrester Wave™: Social Suites, Q4 2019

    The Eight Providers That Matter Most And How They Stack Up
    October 9, 2019 | Jessica Liu

    In our 40-criterion evaluation of social suites providers, we identified the eight most significant ones — Clarabridge, Facelift, Falcon.io, Hootsuite, Khoros, Salesforce, Socialbakers, and...

  • Report Derive Earned Media's True Value

    Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...

  • Report Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook
    June 20, 2019 | Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails...

  • Report Facebook, Inc.'s Scandals Will Not Doom The Company

    Regulation Will Only Strengthen It In The Short Term
    June 19, 2019 | Jessica Liu

    2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...

  • Report Now Tech: Social Suites, Q2 2019

    Forrester's Overview Of 17 Social Suites Providers
    June 17, 2019 | Jessica Liu

    You can use social suites to streamline many of your social marketing activities into a single cohesive platform. But to realize these benefits, you'll first have to select from a diverse set of...