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  • For B2C Marketing Professionals

    Report

    Report Spin User-Generated Content Into Brand-Building Gold

    Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk
    November 10, 2016 | Ryan Skinner, Jessica Liu

    The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But...

  • For B2C Marketing Professionals

    Report

    Report Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones
    February 23, 2016 | Ryan Skinner

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing:...

  • For B2C Marketing Professionals

    Report

    Report Brief: Establish Product Credibility On Your Website

    Complement Your Brand's Content With UGC To Drive Exploration
    June 26, 2014 | Kim Celestre

    Consumers trust what they hear from other customers on third-party sites more than they trust your own branded content. This is because the content generated from your customers provides more...

  • For B2C Marketing Professionals

    Report

    Report Use Instagram Now

    Before The Rules Change
    April 29, 2014 | Nate Elliott

    Marketers seeking social engagement should turn to Instagram's low-clutter, brand-friendly environment. Top brands' Instagram posts generate a per-follower engagement rate 58 times higher than...

  • For Customer Insights Professionals

    Report

    Report A Qualitative Look At Pinterest Usage In The US And UK

    A Technographics® Report: How US And UK Consumers' Usage And Perception Of Pinterest Differ
    October 4, 2013 | Lindsey Colella

    Adoption of Pinterest is showing continuous growth, particularly in the US, and companies need to understand why consumers spend time on it. This will help brands develop a successful strategy for...

  • For CIO Professionals

    Report

    Report The Forrester Wave™: Video Platforms For The Enterprise, Q1 2013

    Kaltura, Qumu, And Polycom Lead The Video Publishing Platform Pack
    March 8, 2013 | Philipp Karcher

    Enterprises looking to deliver video communications to employees continue to use solutions for webcasting and YouTube-like video portals. In Forrester's 23-criteria evaluation of enterprise video...

  • For B2B Marketing Professionals

    Report

    Report European Tech Buyers Continue To Consume Digital Content Socially

    The 2012 B2B Social Technographics® Of European Buyers
    September 26, 2012 | Peter O'Neill

    Technology buying is a highly considered, collaborative process, and one ideally suited for social interactions. To see how emerging digital media affects the process, Forrester surveys technology...

  • For B2C Marketing Professionals

    Report

    Report Case Study: YouTube Adapts Its Product Strategy For Education

    March 20, 2012 | Sarah Rotman Epps

    Digital disruption continues to work its way through the education industry, creating new product opportunities for product strategists who are attuned to the industry's changes. Apple's recent...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Case Study: Vanguard Uses Social Media To Learn From Its Clients

    February 24, 2012 | Bill Doyle

    Adoption of social media among investors is relatively high, but many investment firms have been slow to embrace the medium. The Vanguard Group has had success by using social media to engage with...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Product Strategists At Overstock.com Use Facebook To Co-Create With Fans

    November 14, 2011 | Doug Williams

    Overstock.com pursues innovation with gusto — and its executives look for help in order to do so. To tap into the bright minds of its employees, Overstock rolled out SpigitEngage, an...

  • For B2C Marketing Professionals

    Report

    Report Why Product Strategists At The Lego Group Treat Co-Creators Like Royalty

    Lessons In Product Innovation From A Leader In Co-Creation
    October 24, 2011 | Doug Williams

    Ask someone to name a company that embraces co-creation, and, sooner or later, you will hear "Lego." The Lego Group has been pursuing customer-led innovation for more than a decade, and it hasn't...

  • For CMO Professionals

    Report

    Report Crowdsourcing Gains Legitimacy For Advertisers

    Leverage Professional Crowdsourcing Networks To Create New Video Content
    June 28, 2011 | Chris Stutzman

    The demand for video advertising and content — whether for television, online, or cinema — is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Using Online Video To Drive Clicks And Conversion

    A Guide To Approaching Or Revitalizing A Retail eCommerce Video Campaign
    June 8, 2011 | Martin Gill

    Shoppers are beginning to use online video to inform their purchases. Although consumer uptake is slow when compared with the wider acceptance of Internet video, online retailers are turning to...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Ratings And Reviews: Q1 2011 Snapshot

    May 16, 2011 | Patti Freeman Evans

    Our research tells us that people love ratings and reviews. In fact, they rely on them for a majority of purchases. However, the days of simple stars and paragraphs are long gone. The use of...

  • For B2C Marketing Professionals

    Report

    Report Using Facebook As A Content Platform

    Optimize Your Products For Emerging Social Media Channels
    May 6, 2011 | Nick Thomas

    The rise of social networking has been one of the key disruptive trends of the past five years, but content, as well as communication, has driven that growth. Facebook, as the dominant social...

  • For Application Development & Delivery Professionals

    Report

    Report Web Content Management Is Alive And Well in 2011 Thanks To Online Customer Experience

    Findings From Forrester's Q1 2011 Web Content Management Survey
    March 17, 2011 | Stephen Powers

    Forrester recently surveyed 260 content and collaboration (C&C) professionals with decision-making roles in web content management (WCM) about their WCM strategies for the coming year. Enterprises...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The eCommerce Content Conundrum

    Solving The Growing Content Challenge Through A Cocktail Of Solutions
    December 21, 2010 | Brian K. Walker

    Commerce organizations are drowning in content. Their catalogs have grown, the sources of the product content propagated, and site versions divide and multiply across geography, microsites, and...

  • For Customer Experience Professionals

    Report

    Report Consumers Toe-Dip In Health-Related Social Media

    December 3, 2010 | Elizabeth Boehm

    Health plans are looking for new ways to connect with consumers, including via social media. But plans worry about consumer engagement levels with these new platforms. Forrester asked consumers...

  • For B2C Marketing Professionals

    Report

    Report Fight Social Media Stagnation

    Build Trust And Advocacy With Targeted Content And Engagement Strategies
    November 11, 2010 | Augie Ray

    It was easy to grow a brand's social media marketing program over the past few years; a flood of new consumers entering social networks and other social venues provided a burgeoning audience. But...

  • For B2C Marketing Professionals

    Report

    Report Case Study: CNN iReport's Mobile Army Of Creators

    An Empowered Report: CNN Turns Smartphone Owners Into Civilian Reporters
    September 24, 2010 | Abe Garon, J. P. Gownder

    CNN has created an army of engaged civilian reporters though the iReport feature of its iPhone app. By taking advantage of the advanced capabilities of today's smartphones, iReport both enhances...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Ford Pursues Co-Creation With An Ideation Site

    An Empowered Report: A Social Co-Creation Case Study
    September 24, 2010 | Doug Williams

    Earlier this year, Ford launched a social co-creation site called "Your Ideas," which is an offshoot of its "The Ford Story" site designed to engage Ford enthusiasts. At Your Ideas, customers are...

  • For B2C Marketing Professionals

    Report

    Report Designing A Mobile Empowered Product Strategy

    An Empowered Report: Applying The IDEA Framework To Smartphone Users
    September 7, 2010 | J. P. Gownder

    Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report European Banks Should Start Adding Customer Ratings And Reviews To Their Sites

    European Online Financial Researchers Want Ratings And Reviews
    August 16, 2010 | Alexander Hesse

    European online financial researchers look for customer ratings and reviews. They tend to trust them and find them valuable for making better buying decisions. Although a range of North American...

  • For B2C Marketing Professionals

    Report

    Report Viral Video Creative That Works

    The 2010 Viral Video WebTrack And Consumer Survey
    August 9, 2010 | Nate Elliott

    More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any...

  • For B2C Marketing Professionals

    Report

    Report Product Strategists Want Social Innovation

    Social Media Influences Product Design And Product Strategy
    June 30, 2010 | Abe Garon, Doug Williams

    It is common knowledge that marketers are using social media as an influential way to incorporate their messaging into conversations with consumers. Consumer product strategists, less interested in...