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The Social Marketing Playbook For 2017

Social Marketing Is A Vital Part Of Your Post-Digital Transformation

Social marketing is at a crossroads. B2C marketers intuitively know that it's working, but they can't articulate how. That's because too many of them launched social programs without a strategy....

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  • For B2C Marketing Professionals

    Report

    Report Social Crisis Management: Get Back To Basics

    April 19, 2017 | Jessica Liu

    With consumers more polarized than ever and increasingly showing their own values in the way they spend their money, brands worry about making missteps on social media and falling out of favor....

  • For CMO Professionals

    Report

    Report We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

    Processes: The Brand Experience Playbook
    April 12, 2017 | Dipanjan Chatterjee

    As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, India,...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast and the accompanying report aim to quantify these problems in...

  • For B2C Marketing Professionals

    Report

    Report Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook
    March 23, 2017 | Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding...

  • For B2C Marketing Professionals

    Report

    Report Dump Your "Set It And Forget It" Approach To Social Technology

    Actively Audit Your Social Technologies To Bypass Missteps
    March 23, 2017 | Erna Alfred Liousas

    The technology selection struggle isn't getting easier for B2C marketers, especially when it comes to fast-changing social technologies. Selecting social technologies is complicated, leading to a...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Social Marketing Technology

    Tools And Technology: The Social Marketing Playbook

    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...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: Snap Aims To Capitalize On Social Millennials With IPO

    But Marketers Must Be Strategic With Their Advertising Dollars
    March 2, 2017 | Jessica Liu

    On March 2, 2017, Snap, owner of Snapchat and hardware Spectacles, began trading publicly on the New York Stock Exchange. While the company's optimism for its potential growth makes sense given the...

  • For B2C Marketing Professionals

    Report

    Report Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook
    February 21, 2017 | Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the...

  • For B2B Marketing Professionals

    Report

    Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Mobile Advertising Forecast, 2016 To 2021 (US), Q3 2016 Update

    ForecastView Spreadsheet
    February 2, 2017 | Brandon Verblow

    As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data Report: Mobile Advertising Forecast, 2016 To 2021 (US), Q3 2016 Update

    ForecastView Document
    February 2, 2017 | Brandon Verblow

    As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for businesses to...

  • For B2C Marketing Professionals

    Report

    Report Use Social To Bridge The Gap Between Marketing And Customer Service

    January 31, 2017 | Erna Alfred Liousas, Ian Jacobs

    Organizational silos impede customer obsession but are hard to dismantle. Read this report to learn how improvements in Twitter and Facebook Messenger's capabilities create a unique opportunity for...

  • For CMO Professionals

    Report

    Report US Digital Marketing Forecast: 2016 To 2021

    Digital Media Investment Will Near $120 Billion In Five Years
    January 24, 2017 | Shar VanBoskirk

    By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Max Factor China Rejuvenates Customers' Loyalty With Social CRM

    January 18, 2017 | Xiaofeng Wang

    B2C marketers find it increasingly challenging to earn loyalty as empowered consumers become entitled customers with more options than ever before. This case study explores how Max Factor invested...

  • For B2C Marketing Professionals

    Report

    Report How To Measure Social Programs

    Performance Management: The Social Marketing Playbook
    January 9, 2017 | Melissa Parrish, Samantha Ngo

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • For B2C Marketing Professionals

    Report

    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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Retail eCommerce In Brazil: Marketing And Site Features

    A Look At The Most Effective Customer Acquisition Tactics And Most Popular Site Features
    December 14, 2016 | Lily Varon

    "Retail eCommerce In Brazil" is survey that Forrester conducted together with E-Commerce Brasil in August and September 2016. In this survey, respondents from traditional retailers, web-only...

  • For B2C Marketing Professionals

    Report

    Report Use Social Technographics® To Better Serve European Audiences

    Know The Social Channels, Tools, And Tactics That Best Resonate With Your Audience
    December 9, 2016 | Samantha Merlivat

    Forrester's Social Technographics help marketers frame their marketing strategy around the social preferences of their target group in terms of the sites they visit, the motivations they have in...

  • For B2C Marketing Professionals

    Report

    Report Understand Social Consumers To Achieve Marketing Success In Asia Pacific

    Use Social Technographics® Scores To Define Your Social Approach And Tactics In Asia Pacific
    November 22, 2016 | Xiaofeng Wang, Gina Fleming

    Marketers in Asia Pacific are increasingly investing in social marketing. They expect great returns but face the challenge of determining the most successful social marketing strategies. B2C...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report The State Of Retailing Online 2016: Marketing And Merchandising

    Content And Social Media Marketing Are On Retailers' Radar
    October 27, 2016 | Fiona Swerdlow

    Forrester partnered with Shop.org, the digital division of the National Retail Federation (NRF), to conduct its semiannual survey of retailers in the summer of 2016. Retail eBusiness leaders shared...

  • For B2C Marketing Professionals

    Report

    Report Brief: Stake Your Social Advertising Advantage

    Marketers Have More Power Than They Realize
    October 5, 2016 | Jessica Liu

    Social networks infamously change their algorithms and advertising rules on short notice, leaving social marketers scrambling to fall in line. What choice do marketers have when their social...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Native Advertising Technologies, Q3 2016

    Master The Technologies That Align Consumer And Advertiser Outcomes Across Devices And Sites
    September 22, 2016 | Ryan Skinner

    Native advertising's potential excites B2C marketers, who struggle with the blocking and poor performance of their ads, particularly on mobile. But most marketers are missing the native advertising...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Social Media Forecast, 2016 To 2021 (Europe), Q3 2016 Update

    ForecastView Spreadsheet
    September 15, 2016 | Shaurya Priya

    Ad spending on social media continues to grow at an impressive rate and is taking increasingly more share of marketers’ interactive marketing budgets. Engaging and more interactive format on...

  • For B2C Marketing Professionals

    Report

    Report Brief: Stop Treating Pinterest Like A Social Network

    Pinterest Is Actually A Discovery Tool
    September 13, 2016 | Jessica Liu, Collin Colburn

    Marketers have labeled Pinterest as a social network since its launch and used it primarily for engagement like they do other social networks. But this is the wrong approach because they can better...

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