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  • Report Event Marketing Giveaways That Work

    Evaluating What Makes Effective Swag
    March 18, 2013 | Zachary Reiss-Davis

    New social and digital marketing tactics receive attention from B2B marketers seeking the "next big thing," and virtual events continue to gain popularity, but traditional events remain very...

  • Report 2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing
    February 11, 2013 | Melissa Parrish, Nate Elliott, Anthony Mullen

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

  • Report The New Interactive Agency Landscape

    Agencies Reinvented As Mediators Will Win While The Rest Wither
    July 17, 2012 | Jim Nail

    The agency model is crumbling under the weight of continual innovation in digital channels, the changing media behaviors of the always-addressable customer, and marketers' frustration with a siloed...

  • Report Should You Engage In A Customer Intelligence Safe Haven?

    Why Marketers Must Create Partnerships To Succeed In The Future
    February 23, 2012 | Fatemeh Khatibloo

    The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

  • Report US Financial Services Lead Interactive Marketing Spending

    February 2, 2012 | Shar VanBoskirk

    US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by...

  • Report European eBusiness Executives Take A Cautious Approach To Daily Deals

    Brand And Margin Protection Inhibit Adoption, But Other Approaches Are Emerging
    January 18, 2012 | Martin Gill

    Skepticism is the watchword across Europe as eBusiness executives consider engaging with daily deals sites such as Groupon and Living Social. Concerns about brand damage and sales cannibalization...

  • Report Optimizing The Affiliate Channel For Deal-Driven Customers

    Traffic Has Increased And The Channel's Matured, But Proving Incrementality Remains A Challenge
    December 16, 2011 | Andy Hoar

    Customers are flocking to affiliate deal sites that offer promotional coupons and offer codes. The slowdown in the economy, advances in technology, and a more favorable consumer mindset toward...

  • Report Five Easy Improvements For B2B Financial Services Interactive Marketers

    Tackle The Low-Hanging Fruit To Maximize 2012 Budgets
    December 13, 2011 | Michael Greene

    Business-to-business (B2B) financial services interactive marketers will likely feel the squeeze in 2012 as they look to deliver improved performance with limited budget growth. While this economic...

  • Report US Interactive Marketing Forecast By Industry, 2011 To 2016

    November 15, 2011 | Shar VanBoskirk

    Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend...

  • Report To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

    November 2, 2011 | Robert Brosnan, Fatemeh Khatibloo

    As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

  • Report Investing In Marketing's Technology Future

    How CI Can Use Technology To Drive Competitive Advantage
    October 24, 2011 | Robert Brosnan

    Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

  • Report Online Retailing In Australia 2011: Marketing, Merchandising, And Customer Service

    September 28, 2011 | Steven Noble

    Despite the momentum in Australian online retail, the sector is still quite focused on the basics of customer engagement. When it comes to marketing, this means online retailers don't just...

  • Report Shopper Marketing Breaks Out Of The Store

    Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions
    September 21, 2011 | Tracy Stokes

    Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

  • Report Moving Traveler Loyalty From "Utility" To "Good"

    Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty
    September 21, 2011 | Henry H. Harteveldt, Luca S. Paderni

    The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

  • Report Five Foundational Requirements For Retail Customer Intelligence

    July 28, 2011 | Fatemeh Khatibloo

    In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge...

  • Report Are Events Dead? Not If You're A Tech Buyer

    Marketers Should Look To Combine Them With New Social Media Marketing Tactics, Including Hybrid Or Virtual Events
    July 26, 2011 | Kim Celestre

    Physical in-person events historically have been a crucial way for high-tech companies to communicate the value of products and services to customers and prospects. Forrester's Q1 2011 US And...

  • Report Get Control Of Financial Services Social Marketing

    Choose A Social Marketing Management Vendor Focused On The Specific Needs Of The Financial Industry
    July 18, 2011 | Michael Greene, Melissa Parrish

    Clearer compliance regulations are making financial services (FS) marketers more confident about entering the social channel and growing their existing presences — but the burden remains on...

  • Report Forrester Research Online Display Advertising Forecast, 2011 To 2016 (US)

    ForecastView Spreadsheet
    June 28, 2011 | Niki Scevak

    Online display avertising forecast: Online and offline advertising spending by marketers. Segments online display spending by pricing scheme, media format, and share of spending through ad...

  • Report Where To Find Help For Interactive Design Projects In Europe, 2011

    European Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities
    June 16, 2011 | Jonathan Browne

    Companies seeking agency partners in Europe find it challenging to identify the best agencies to meet their needs. To kick-start the vendor selection process, Forrester gathered self-reported data...

  • Report Financial Services Interactive Marketers Are Primed For A More Responsive Social Presence

    Use Technology To Help Overcome Logistical Hurdles
    June 7, 2011 | Michael Greene

    As financial services (FS) marketers evolve their social programs to more actively engage customers and prospects, they are struggling to handle the workflow, compliance, and measurement challenges...

  • Report Putting The Best Sales Arguments On Financial Services Websites

    eBusiness Executives Should Advertise Benefits Other Than Price
    May 24, 2011 | Vanessa Niemeyer, Ph.D.

    eBusiness teams at financial services firms too readily use price to promote products on their websites. In fact, few customers choose a company for the best price, and promoting other values...

  • Report Injecting Next-Generation Thinking Into Your Financial Services Acquisition Website

    Technology Is Just Part Of The Answer To Building A Next-Generation Sales Site
    March 14, 2011 | Brad Strothkamp

    The next generation of online financial services sales needs more of a change in thinking and approach than a change in technology. Forrester believes the next generation of online sales in...

  • Report Retailers: Differentiate With Customer Intelligence

    Why Retailers Must Invest In Maturing Their CI Capabilities
    March 10, 2011 | Fatemeh Khatibloo

    Multichannel retailers, who often have a direct-marketing provenance, have marts and warehouses full of customer data. But very few of them are turning that data into Customer Intelligence (CI) the...

  • Report Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

    February 3, 2011 | Mary Beth Kemp

    The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

  • Report Five Retail eCommerce Trends To Watch In 2011

    January 31, 2011 | Sucharita Kodali

    2010 marked a year of significant changes in the Internet landscape (primarily with the growth of social networks and mobile devices); these changes forced retail executives to think hard about the...

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