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  • 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 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 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 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 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 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 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 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 Drive Higher Brand Engagement On Mobile Devices

    Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer
    December 15, 2011 | Elizabeth Shaw

    Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

  • Report Marketing Via Geosocial Apps: Why And How

    Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow
    December 6, 2011 | Melissa Parrish

    Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and consumer word...

  • Report US Marketers: Stay Ahead Of 2D Bar Code Adoption

    Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use
    November 14, 2011 | Melissa Parrish

    The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime,...

  • Report Customize Your Interactive Brand Ecosystem

    Use Scale And Audience Trust To Prioritize Interactive Marketing Channels
    October 26, 2011 | Nate Elliott

    Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

  • Report US Interactive Marketing Forecast, 2011 To 2016

    Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix
    August 24, 2011 | Shar VanBoskirk

    By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social...

  • Report Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much

    A Technographics® Data Essentials Document
    June 9, 2011 | Roxana Strohmenger

    This Data Essentials report highlights the extent to which young Hispanic consumers are outpacing non-Hispanics in their use of mobile phones. Forrester's North American Technographics® Youth...

  • Report Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search
    November 5, 2010 | Shar VanBoskirk

    Search marketers are eager to launch mobile campaigns. But just plunking your online search strategies down in mobile won't address mobile users' needs or take advantage of mobile-specific...

  • Report US Mobile Search And Display Forecast, 2010 To 2015

    October 27, 2010 | Melissa Parrish

    Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing...

  • Report Social Mobile Technographics®: How Consumers Socialize On Mobile Phones

    October 13, 2010 | Melissa Parrish

    The increasing accessibility of the mobile Web and mobile apps makes connecting with traditional social networks like Facebook and Twitter more convenient than ever. Due to these technology and...

  • Report How Interactive Marketers Can Reach US Mobile Social Network Users

    December 3, 2009 | Neil Strother

    Mobile social networkers represent 11% of all US online adults, and their ranks are growing. This emerging segment exhibits attractive mobile behaviors that interactive marketers can exploit....

  • Report Technographics® Survey Highlights: How Consumers Connect With Companies Via Mobile

    September 18, 2009 | Corina Matiesanu

    This highlight deck summarizes the key findings related to mobile marketing from Forrester's North American Technographics Interactive Marketing Online Survey, Q2 2009 (US). This is the second...

  • Report Best Practices: Mobile Marketing

    As Mobile Campaigns Spread, Plan And Measure Them Appropriately
    August 6, 2009 | Neil Strother

    Mobile marketing is gaining momentum, even in a down economy. One in four US interactive marketers is currently using mobile, and nearly half of these (47%) will increase mobile spending this year....

  • Report US Interactive Marketing Forecast, 2009 To 2014

    Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media
    July 6, 2009 | Shar VanBoskirk

    Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising,...

  • Report Does Mobile Marketing Matter Yet?

    May 4, 2009 | Christine Spivey Overby

    Mobile promises new ways for marketers to connect with their customers — like branded applications, video, and even on-the-go transactions — eventually. But in the short term, the recession will...

  • Report Marketing To Recession-Resistant Consumers

    April 20, 2009 | Peter Sargent

    There's no denying that the economy is in trouble. However, not everyone plans to cut back during this recession. By targeting specific characteristics, interactive marketers can successfully...

  • Report Five Ways To Perk Up Your Email Program In 2009

    February 18, 2009 | Julie M. Katz

    Email has largely been successful as a solo enterprise for the past decade, but changing consumer behavior and expectations compel marketers to integrate email with other channels. Which channels...

  • Report Who Uses Mobile Email?

    July 23, 2008 | Julie M. Katz

    Email subscribers read marketing messages on mobile devices. Fourteen percent of online mobile phone owners use their phones for email, and an additional 35% have email-enabled cell phones. Online...

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