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  • 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 Adaptive Brand Marketing: An eBusiness Perspective

    November 13, 2009 | Sucharita Kodali

    Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing...

  • Report Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences

    November 5, 2009 | Patti Freeman Evans

    Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their...

  • Report Coolhunting With Teen Social Networkers

    October 9, 2009 | David Card

    Two-thirds of online teens surveyed said they tell friends about products — that's almost twice as many as adults — and more than 70% of teens use social networks regularly. So it's critical for...

  • Report Adaptive Brand Marketing

    Rethinking Your Approach To Brands In The Digital Age
    October 9, 2009 | Lisa Bradner

    Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing —...

  • Report US Affiliate Marketing Forecast, 2009 To 2014

    Affiliate Marketing Will Be A $4 Billion Market By 2014
    September 25, 2009 | Patti Freeman Evans

    Affiliate marketing is a low-risk, high-return strategy for online marketers. US affiliate marketing spending will thus reach $4 billion by 2014 and will increase at a compound annual growth rate...

  • 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 Technographics® Survey Highlights: How Consumers Connect With Companies Online

    September 18, 2009 | Corina Matiesanu

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

  • Report Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)

    August 13, 2009 | Tamara Barber

    This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

  • 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 What The Media Meltdown Means For Marketing

    July 21, 2009 | David Card

    The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and...

  • Report Consumer Advertising Attitudes Rebound

    A Customer-Guided Approach Will Further Ad Relevance
    July 13, 2009 | Shar VanBoskirk

    Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements...

  • Report A Consumer Market Researcher's Introduction To Mobile POST

    July 9, 2009 | Reineke Reitsma

    Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device...

  • 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 Laying The Groundwork For The Next Wave Of TV Advertising

    May 28, 2009 | David Card, Kim Le Quoc

    As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or...

  • Report A Consumer Market Researcher's Introduction To Mobile Technographics®

    May 22, 2009 | Reineke Reitsma

    Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of...

  • 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 Mobile Technographics®

    Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy
    April 9, 2009 | Julie Ask, Charles S. Golvin

    Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies...

  • Report Six Ways Online Publishers Can Boost CPMs

    March 19, 2009 | Sarah Rotman Epps

    With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

  • Report Who Pays For Online Content?

    Soft Ad Revenues Make Publishers Look Twice At Content-Buying Consumers
    March 9, 2009 | Sarah Rotman Epps

    As the economy continues to slide into recession, advertisers are curbing spend in all channels, including online: Publishers like AOL, Yahoo!, and the New York Times Company reported a decrease in...

  • 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 Choosing The Right Media Mix: North America

    From Creating Awareness To The Act Of Purchase
    January 16, 2009 | Lisa Bradner, Kim Le Quoc

    Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive...

  • Report Time To Rethink Your Corporate Blogging Ideas

    With Corporate Blog Credibility Low, Blogging Only Makes Sense As Part Of A Plan
    December 9, 2008 | Josh Bernoff

    Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the...

  • Report How To Stimulate Consumers To Buy Online

    Making The Most Of The Internet And Offline Retail Worlds
    November 17, 2008 | Kim Le Quoc

    In the next five years, eCommerce sales will increase at a higher compounded average growth rate (CAGR) than in-store sales — recession or no recession. However, the Internet affects more than just...

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