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  • Contextual Marketing

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  • Report Beyond The Map With Location Intelligence

    Stop Staring At Maps: Use Modern Location Data And Technologies To Act At The Speed Of Customer Obsession
    January 10, 2019 | James McCormick, Emily Miller

    The opportunity to analyze your business and customers' location information has shifted up a gear from the niche and static map-based use cases of the past. Firms now have access to unprecedented...

  • Report The Power Of Customer Context

    December 14, 2018 | Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...

  • Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    October 19, 2018 | Joe Stanhope

    Processes are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their...

  • Report Join The Conversation To Build Customer Relationships

    Turn Voice And Language Innovation Into A Conversational Strategy
    October 15, 2018 | Thomas Husson

    After the web and the app eras, we're now entering a period where natural language will take over from computer language. This will accelerate the need for brands to create personalized dialogues...

  • Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    October 3, 2018 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

  • Report Now Tech: Identity Resolution, Q3 2018

    Forrester's Overview Of 24 Identity Resolution Providers
    August 21, 2018 | Joe Stanhope, Susan Bidel

    B2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...

  • Report The State Of Enterprise Marketing Technology, 2018

    Benchmarks: The Enterprise Marketing Technology Playbook
    July 11, 2018 | Joe Stanhope

    B2C marketing professionals must assemble enterprise marketing technology (EMT) stacks to support relevant and engaging customer experiences. For our Q1 2018 Forrester Wave™ evaluations of...

  • Report Modernize Your Martech Stack For Moments

    Evolve Your Marketing Strategy And Technology To Serve Customers In Their Defining Moments
    April 5, 2018 | Joe Stanhope, Julie A. Ask

    The world is changing, along with consumers' expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that...

  • Report Now Tech: Cross-Channel Campaign Management, Q1 2018

    Landscape: The Enterprise Marketing Technology Playbook
    February 9, 2018 | Rusty Warner

    You can use cross-channel campaign management (CCCM) offerings to better understand your customers, execute your brand strategy across channels, and orchestrate digital and offline customer...

  • Report The State Of Mobile Advertising: Context And Measurement Wanted

    Outdated Measurement Tools And KPIs Leave Advertisers In The Dark
    December 19, 2017 | Samantha Merlivat

    Forrester partnered with the Mobile Marketing Association (MMA) to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands' advertising...

  • Report Accelerate Modern Marketing With Real-Time Interaction Management

    October 17, 2017 | Rusty Warner

    Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet...

  • Report Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

    EMSS Vendors Have Varying Presences And Localization Strategies In The Region
    October 3, 2017 | Xiaofeng Wang

    More B2C marketers in Asia Pacific are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing. However, EMSS vendors'...

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