Search Results

• Report How To Advertise To Consumers Who Hate Ads

  Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy

  July 21, 2017 | Jim Nail, Drew Green

  With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily...

• Report OTT Ushers In A New Era For TV

  Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

  April 8, 2016 | Jim Nail

  Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

• Report Apply Immediacy, Simplicity, And Context

  March 28, 2016 | Jennifer Wise

  This report highlights the key principles of mobile experience that marketers must weave into the process of crafting mobile marketing strategies. As more people own and use smartphones than ever...

• Report Integrate Social Into Your Marketing RaDaR

  March 15, 2016 | Melissa Parrish

  Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

• Report 2016 Mobile And App Marketing Trends

  Integrating Mobile In Your Strategy As A Key Brand Differentiator

  January 25, 2016 | Thomas Husson

  More than 50% of searches are happening on a mobile device and US consumers spent more time with mobile apps than watching TV in 2015. In India, Flipkart — the largest eCommerce player — has...

• Report Brief: Consumer Ad Attitudes Show Promise

  Use Context To Overcome Ad Fatigue

  April 29, 2015 | Shar VanBoskirk, Collin Colburn

  Here's some good news for marketers: Advertising continues to drive sales and brand affinity, and ad attitudes have improved in several dimensions since 2012. However, consumers still feel...

• Report The Future Of Mobile Wallets Lies Beyond Payments

  Select Your Mobile Wallet Partners To Craft Valuable Mobile Moments

  February 9, 2015 | Thomas Husson

  Despite the accelerating rate of disruption and innovation in mobile payments, no one, including Apple, has yet cracked mobile wallets. Forrester believes that several players will emerge as...

• Report Making Sense Of New Video Consumption Behavior

  The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes

  January 22, 2015 | Jim Nail

  Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

• Report The State Of Mobile Technology For Marketers, 2014

  October 23, 2014 | Thomas Husson

  Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part of...

• Report How Do Teens Use Social Media?

  North American Consumer Technographics®

  July 21, 2014 | Gina Fleming, Nate Elliott

  use social media on a regular basis. The majority of young consumers ages 12 to 17 connect with their friends on social networks every day. They start using social media at a young age and continue...

• Report The Social Technographics® Intensity Matrix Drives Tactical Success

  How To Target Your Audience's Favorite Social Behaviors And Sites

  July 14, 2014 | Nate Elliott, Roxana Strohmenger

  In 2013, Forrester introduced two new data models — the Social Technographics® Score and the Social Technographics Intensity Matrix — to help you better understand your audiences' social behaviors...

• Report Messaging Apps: Mobile Becomes The New Face Of Social

  Messaging Apps Will Force Digital Platforms To Evolve

  July 7, 2014 | Thomas Husson

  You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

• Report Revisiting The Touchpoint-Impact Framework For 2014

  A Deep Dive Into Apparel And Personal Care Categories

  June 2, 2014 | Gina Fleming, Cory Munchbach

  Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

• Report Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

  Boost Targeting Options For TV With Dynamic Ad Insertions

  May 21, 2014 | Jim Nail

  The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

• Report Marketers: Don't Worry About Cord-Cutting

  Focus On The Audience Fragmentation Trend Rather Than Industry Turmoil

  February 5, 2014 | Jim Nail

  With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all their programming...

• Report How Online Video Will Challenge DVRs' Role

  Advertisers Must Now Prepare For A Multiplatform Video Ecosystem

  October 30, 2013 | Jim Nail

  Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get...

• Report Exploring The In-App Advertising Opportunity

  September 30, 2013 | Jennifer Wise

  In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, but...

• Report Services For The Digital Self

  The Battle To Serve You . . . And Profit From Your Data

  September 3, 2013 | Frank Gillett

  People must manage an exploding array of digital content that they create or are responsible for, both at work and at home. We call this collection the digital self, and it includes everything from...

• Report Profiling Brand-Loyal And Price-Conscious US Consumers

  A Technographics® Data Essentials Document

  April 17, 2013 | Reineke Reitsma

  Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Report Consumers Want Online Advertising To Be Relevant, Respectful, And Rewarding

  Forrester Technographics® Digital Consumer Community Report, September 2012

  October 11, 2012 | Lindsey Colella

  In the age of the always addressable customer, where hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, marketers must become more...

• Report The Role Of Digital In The Path To Purchase

  New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

  August 27, 2012 | Cory Munchbach, Tracy Stokes

  CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted...

• Report The New Messaging Mandate

  Introducing Customer-Focused Integrated Messaging

  August 8, 2012 | Shar VanBoskirk

  This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles....

• Report Boost Your Content Ecosystem With Video

  How To Use Online Video Content To Drive Results

  May 2, 2012 | Darika Ahrens

  Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Report Trial NFC To Connect The Real World With Mobile

  The Time Is Right To Test Hyperlocal Near Field Communication (NFC)

  February 28, 2012 | Anthony Mullen

  Near field communication (NFC) allows consumers to use their mobile and custom devices to directly interact with almost any real-world object such as posters, clothes, and shop windows. The allure...

• Report Tap Into Social Media's Unexpected Global Hotspots

  Global Social Media Adoption In 2011 And What Interactive Marketers Should Do About It

  January 6, 2012 | Nate Elliott

  It's no secret that the groundswell has gone global: Internet users all over the planet have embraced social media. But there are strong differences from country to country in how people use social...