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The Brand Experience Playbook For 2018

The Post-Digital Rules Of Brand Building

In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. In this new era, CMOs must shift from...

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  • For CMO Professionals

    Report

    Report Brief: Prepare Now For Apple's Giant Leap Into Wearables

    Apple Will Regain The Innovator's Crown And Boost The Wearables Market With The iWatch
    September 8, 2014 | James L. McQuivey, J. P. Gownder

    The wearables market offers marketers a growing opportunity to build relationships with customers. From Disney's successful MagicBand to the Pebble smartwatch's Yelp app, marketers are already...

  • For CMO Professionals

    Report

    Report Innovative Consumer Technology Brands Win The Battle For Mindshare

    Technographics® TRUE Brand Compass: Consumer Technology
    January 6, 2014 | Tracy Stokes

    The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand...

  • For Marketing Leadership Professionals

    Report

    Report There Is No Internet Of Things — Yet

    October 17, 2013 | Sarah Rotman Epps

    Sensor-embedded objects — the endpoints that compose the so-called "Internet of Things" — present marketers with the opportunity to learn more about their customers and the way they use products in...

  • For Marketing Leadership Professionals

    Report

    Report US Online Hispanics: A Demographic Overview

    North American Technographics®
    February 26, 2013 | Reineke Reitsma

    This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile...

  • For Marketing Leadership Professionals

    Report

    Report Start To Play With Social Gamers

    Social Gaming Provides A Ripe Marketing Opportunity
    May 24, 2011 | Elizabeth Shaw

    Eighty-four percent of US interactive marketers have no plans to use games in their 2011 marketing strategies, making social gaming a large, untapped opportunity for marketers. Marketers should...

  • For Marketing Leadership Professionals

    Report

    Report Case Study: Philips Achieves Consumer Proximity Using Private Online Communities

    An Empowered Report
    January 21, 2011 | Doug Williams

    Consumer product strategists within Philips have successfully used private online communities to reach what they call "consumer proximity." Nestled within the Consumer & Market Intelligence group...

  • For Marketing Leadership Professionals

    Report

    Report Smartphone Platforms Need A Branding Reset

    US Consumers Have Little Clue About Their Phone's Software
    September 1, 2010 | Charles S. Golvin

    In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from...

  • For CMO Professionals

    Report

    Report CMOs Must Connect The Dots Of The Online Brand

    Orchestrate Digital For The Best Brand Experience
    July 27, 2010 | Mary Beth Kemp

    Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other smart...

  • For Customer Experience Professionals

    Report

    Report Three Secrets Of Success For Customer Experience Organizations

    Customer Experience Teams Need To Build A Strong Internal Brand
    April 29, 2010 | Megan Burns

    Centralized customer experience organizations play an important role in a company's journey to Experience-Based Differentiation. Forrester examined the inner-workings of several such teams and...

  • For Marketing Leadership Professionals

    Report

    Report How To Sponsor Conversations The Right Way

    Leveraging Influential Endorsements Amid FTC Regulations
    February 3, 2010 | Sean Corcoran

    The Federal Trade Commission's "Guides Concerning the Use of Endorsements And Testimonials in Advertising" has been updated to regulate endorsements through blogger relationships, as well as...

  • For Application Development & Delivery Professionals

    Report

    Report Topic Overview: Social CRM Goes Mainstream

    January 5, 2010 | William Band, Natalie L. Petouhoff, Ph.D.

    Forrester's customer relationship management (CRM) research helps business process professionals embrace best practices — from process optimization to technology implementation — to improve...

  • For CMO Professionals

    Report

    Report Adding Branded Content To The Mix

    December 1, 2009 | Mary Beth Kemp

    Procter & Gamble (P&G) launched its own record label, and Unilever produced its own soap opera. These efforts shouldn't come as a surprise as companies seek to grab the attention of consumers in...

  • For Marketing Leadership Professionals

    Report

    Report Favorite Online Brands Succeed On Traditional Brand Values

    How Marketers Can Position Their Brands With Online-Friendly Attributes
    November 16, 2009 | David Card

    Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as...

  • For Marketing Leadership Professionals

    Report

    Report Three Steps To Measuring Social Media Marketing

    A Measurement Framework Based On Objectives, Not Technologies
    October 29, 2009 | Nate Elliott

    Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers...

  • For Customer Experience Professionals

    Report

    Report Emotional Experience Design

    Creating Online Experiences That Deeply Engage Customers
    October 26, 2009 | Ron Rogowski

    As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester...

  • For Marketing Leadership Professionals

    Report

    Report We Are All Media Companies Now

    How Brands Can Benefit From The Media Meltdown
    July 7, 2009 | Nick Thomas

    The media meltdown — where traditional media business models based on scarcity and control are fundamentally challenged by the new realities of digital media consumption — is creating huge problems...

  • For Customer Experience Professionals

    Report

    Report The State Of Customer Experience, 2009

    Customer Experience Management Enters Into Adolescence
    April 24, 2009 | Bruce D. Temkin

    Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are...

  • For Customer Experience Professionals

    Report

    Report How Japanese Consumers Use The Mobile Internet

    March 10, 2009 | Jonathan Browne

    The mobile phone market in Japan is saturated: 96% of online consumers already own mobile phones, many of which offer Internet access and advanced capabilities. Although both men and women are avid...

  • For Marketing Leadership Professionals

    Report

    Report Using Webisodes Effectively: Maximizing The Potential Of The New Online Video Format

    February 27, 2009 | Nick Thomas

    Adoption of unproven formats seems risky in an economic downturn. But Webisodes are emerging as an effective way of engaging online audiences, especially with overall audiences for online video...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Brand Building Web Sites, 2008: Mobile Carriers

    Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Four Top Mobile Carrier Brands
    January 12, 2009 | Ron Rogowski

    The mobile carrier industry features some of the most recognized brand names in the US, like AT&T, Sprint, T-Mobile, and Verizon. But how good is the online brand experience offered by these...

  • For CMO Professionals

    Report

    Report Brand Matters To Socially Connected Consumers

    Brand Content Trumps Peers In Influence
    October 15, 2008 | Lisa Bradner

    Should brands develop social media content? And if so, when and for whom? Forrester's Consumer Technographics® research shows that loyal, socially connected consumers value content created by their...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Brand-Building Online Content Matters For eBusiness And Channel Strategy In A Recession

    October 8, 2008 | Henry H. Harteveldt

    eBusiness executives need all the help they can get during this economic downturn in making their online businesses more successful. When looking for opportunities to optimize sales, executives...

  • For Marketing Leadership Professionals

    Report

    Report An Interactive Marketer's Introduction To Web Site Imagery That Builds Brands

    September 19, 2008 | Christine Spivey Overby

    Web site imagery builds brands when it is both helpful and engaging. Interactive marketers should work with their customer experience counterparts to ensure that Web site imagery supports brand...

  • For Customer Experience Professionals

    Report

    Report Web Site Imagery That Builds Brands

    August 27, 2008 | Ron Rogowski

    Brand-building Web site imagery helps target users accomplish their goals while reinforcing key brand attributes. While many firms struggle to incorporate brand-building imagery on their sites, we...

  • For CMO Professionals

    Report

    Report Social Loyalty

    How To Find, Create, And Nurture Brand Advocates
    June 25, 2008 | Lisa Bradner

    Marketers need engagement to create long-lasting brand relationships, but how should they try to create these — and with whom? Traditionally, loyalty programs have provided transactional...

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