Search Results

• Report Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

  Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy

  January 4, 2021 | Ryan Skinner

  Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

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  Webinar Sharpen Your Customer Acquisition By Learning From Fast-Growing DTC Startups

  October 7, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) startups may still be small, but they’re grabbing much of the growth in sector after sector. Their acquisition practices provide a number of best practices for larger...

• 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 The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

  Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights

  July 22, 2020 | Ryan Skinner

  Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences,...

• Report The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

  The 12 Providers That Matter Most And How They Stack Up

  May 28, 2020 | Ryan Skinner

  In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact,...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

  DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email

  April 10, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

• Report Use A Content Strategy Template To Ensure Content Serves Both The Business And Customer

  Businesses Need To Cultivate Clear And Standardized Approaches To Why And How They Make Content

  March 16, 2020 | Ryan Skinner

  This research began with the hypothesis that top-down content strategy, decided centrally, is a dead end. But our analysis reveals that content strategy from the bottom-up doesn't work either....

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Awareness Strategies

  DTCs Move Customers Quickly From Discover To Buy

  February 28, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations of a new generation of consumers, creating new markets, and opening the M&A wallets of much larger...

• Report Healthcare And Pharma Marketers: Learn From DTCs Going Direct-To-Value

  DTCs' Novel Approaches To Convenience, Community, And Customization Capture Consumers' Attention

  January 22, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruption isn't confined to beauty or mattress brands; DTC startups are also emerging in the highly regulated healthcare and pharmaceutical industries, as empowered...

• Report Research Overview: Agile For Marketers, Q1 2020

  January 10, 2020 | Ryan Skinner, Sarah Dawson

  Today's customers want more, better, and faster; marketers' decades-old processes just aren't up to the task. Agile methodologies enable marketers to update how they work and — better — reassess...

• 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 The State Of Influencer Marketing

  Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners

  August 13, 2019 | Ryan Skinner

  Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...

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  Webinar How To Apply Agile Methodology To Marketing

  July 22, 2019 | Ryan Skinner

  Applying Agile methodology to marketing isn’t about working faster. It’s about something far more important — a vastly improved approach to marketing’s purpose, learning,...

• Report How To Apply Agile Methodology To Marketing

  If You Implement Agile Right In Your Marketing Teams, You'll Go From Blind Faith In Strategy To Customer-Tested Decision Making

  July 11, 2019 | Ryan Skinner

  Applying Agile methodology to marketing isn't about working faster. It's about something far more important — a vastly improved approach to marketing's purpose, learning, and communication. The...

• Report The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019

  The Nine Providers That Matter Most And How They Stack Up

  May 6, 2019 | Ryan Skinner

  In our 30-criterion evaluation of content marketing platforms (CMPs) for B2C providers, we identified the nine most significant ones — Bloomreach, Contently, NewsCred, Opal, Percolate,...

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  Webinar Your DTC Strategy Should Start With Direct-To-Value

  April 30, 2019 | Ryan Skinner

  Direct-to-consumer (DTC) companies are making a big splash as they draw customers in with slick creative campaigns and create or improve products based on direct customer feedback. The popularity...

• Report To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

  Brands Benefit From Direct Consumer Relationships That Offer Unique Value

  April 2, 2019 | Ryan Skinner

  Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition...