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The Brand Experience Playbook

Create A Customer-Centric Brand Experience

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 How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook
    April 29, 2016 | Sheryl Pattek

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

  • For B2C Marketing Professionals

    Report The Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future
    April 21, 2016 | Thomas Husson

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the...

  • For B2C Marketing Professionals

    Report Brief: Facebook Messenger Bets On Bots

    Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms
    April 15, 2016 | Thomas Husson

    Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

  • For B2C Marketing Professionals

    Report Apply Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    This report highlights the key principles of mobile experience that marketers must weave into the process of crafting mobile marketing strategies. As more people own and use smartphones than ever...

  • For B2C Marketing Professionals

    Report The State Of Mobile Marketer Tactics: 2016

    Benchmarks: The Mobile Marketing Playbook
    March 21, 2016 | Thomas Husson

    Marketers can leverage many different tactics from native apps to responsive web design (RWD), augmented reality, or beacons to engage consumers. They often lack an understanding of how their peers...

  • For B2C Marketing Professionals

    Report Maximize Media ROI With A Customer-Centric Approach

    Road Map: The Digital Media Buying Playbook
    March 15, 2016 | Susan Bidel, Richard Joyce

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

  • For B2C Marketing Professionals

    Report Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook
    March 15, 2016 | Jennifer Wise, Melissa Parrish

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

  • For CMO Professionals

    Report The Convergence Of Brand, Marketing, And Customer Experience

    Organization: The Brand Experience Playbook

    Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver...

  • For Customer Experience Professionals

    Report Avoid Dissonance Between Your Brand Promise And CX Delivery

    December 15, 2015 | Joana van den Brink-Quintanilha

    Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver...

  • For B2C Marketing Professionals

    Report Your Customers Demand Valuable Content

    Landscape: The Content Marketing Playbook
    November 20, 2015 | Ryan Skinner

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment across...

  • For B2C Marketing Professionals

    Report Branded Video Marketing Success Starts With Customer-Centric Distribution

    Map Distribution To The Customer Life Cycle To Recapture Fragmented Audience Across Channels And Platforms
    October 16, 2015 | Samantha Merlivat

    Video content is the medium of the day. Marketers, publishers, social networks, TV broadcasters, consumers — everybody is busy producing it and building audiences for it. But increasing...

  • For CMO Professionals

    Report Make The Switch To The Customer Life Cycle

    October 8, 2015 | Sarah Sikowitz

    Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the...

  • For CMO Professionals

    Report Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    July 31, 2015 | Sarah Sikowitz

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

  • For Application Development & Delivery Professionals

    Report Market Overview: Trade Promotion Management

    Drive Your CPG Firm's Digital Business Initiatives With New Trade Promotion Applications
    April 22, 2015 | George Lawrie

    Consumer packaged goods (CPG) brands spend more than $500 billion on trade promotions annually and estimate that a third of that spend generates negative returns. To drive new product introduction...

  • For CMO Professionals

    Report Four Steps To Build Your Brand Experience

    Road Map: The Brand Experience Playbook
    January 15, 2015 | Tracy Stokes

    Once the brand has its strategic bearings laid out — the North Star, the brand compass, and the brand experience map — it's time to cast off and start thinking about how to plan for the...

  • For Customer Experience Professionals

    Report Develop Your Digital Customer Experience Strategy

    January 13, 2015 | Deanna Laufer

    Companies need a digital customer experience strategy to ensure that they build the right experiences to suit their customers' needs and expectations — especially in a world of proliferating...

  • For B2C Marketing Professionals

    Report Lift Content Marketing Spending Power Through Brand Partnerships

    Cooperate Across Categories On Content Marketing For Reach, Lead Generation, Advocacy, And Content Expertise
    October 10, 2014 | Ryan Skinner

    More and more marketers are producing content to target the same audiences. This hurts brands in two ways: Consumers drown in stories, making it harder for marketers to reach them and create a...

  • For B2C Marketing Professionals

    Report Drive Returns With Adaptive Content Promotion

    Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales
    September 23, 2014 | Ryan Skinner

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay...

  • For B2C Marketing Professionals

    Report Use Social Content Curation Tools To Feature Your Consumers

    Choose Solutions That Showcase Brand Experiences And Drive Exploration
    August 4, 2014 | Kim Celestre

    Chances are, you've stumbled on a media gallery on a brand's social hub or online product catalog and scrolled through photos of blissful customers wearing, eating, or posing with a product. This...

  • For CMO Professionals

    Report Brief: Create Mobile Moments That Boost The Brand Experience

    Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool
    July 29, 2014 | Tracy Stokes

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is...

  • For CMO Professionals

    Report Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels
    July 28, 2014 | Tracy Stokes

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

  • For CMO Professionals

    Report CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

    Software Must Enrich Your Brand
    July 16, 2014 | Tracy Stokes, John C. McCarthy

    This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital...

  • For eBusiness & Channel Strategy Professionals

    Report Five Global Marketplaces All Brands Must Know

    The Opportunities For Brand Owners On Amazon, eBay, MercadoLibre, Rakuten, And Tmall
    June 9, 2014 | Zia Daniell Wigder, Lily Varon

    The global expansion process has changed substantially over the past five years, with eBusiness leaders no longer expanding internationally just by launching a series of direct-to-consumer...

  • For CMO Professionals

    Report Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Technographics® TRUE Brand Compass: General Insurance
    May 22, 2014 | Tracy Stokes

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force...

  • For B2C Marketing Professionals

    Report Brief: Use Social Login For More Than Just Fast Registration

    A Guide To The True Benefits Of Implementing Social Login
    May 20, 2014 | Kim Celestre

    Social login, the ability to use Facebook, Twitter, or other social network credentials to register on websites, is becoming increasingly popular with buyers as they become more comfortable...

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