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  • Word of Mouth Marketing & Viral Marketing

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  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • Report New Tech: Influencer Marketing Solutions, Q3 2018

    Forrester's Landscape Overview Of 34 Influencer Marketing Solution Providers
    August 13, 2018 | Ryan Skinner

    Customers' ad avoidance plus their distaste for brand communications equals marketers eager for new ways to reach customers and for new voices with which to reach them. Influencers with online...

  • Report Vendor Landscape: Social Marketing Technology

    Tools And Technology: The Social Marketing Playbook
    March 10, 2017 | Melissa Parrish, Erna Alfred Liousas

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the...

  • Report Category Influencer Programs Are The New Paid Endorsements

    Influencers Create Reach But They're More Like Celebrity Spokespeople Than Customer Or Employee Advocates
    January 6, 2017 | Jessica Liu

    In our report "Clear The Word-Of-Mouth Marketing Haze," Forrester defines three word-of-mouth (WOM) marketing types: customer advocacy, employee advocacy, and category influencer. Marketers are...

  • Report Clear The Word-Of-Mouth Marketing Haze

    WOM Is An Umbrella Term To Describe Three Different Types
    November 21, 2016 | Jessica Liu

    Since Forrester defined the word-of-mouth (WOM) marketing space a year ago, the landscape has only become more confusing. Marketers are unsure how to differentiate between WOM marketing types and...

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