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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

    The 12 Providers That Matter Most And How They Stack Up
    May 28, 2020 | Ryan Skinner

    In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact,...

  • Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

    DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email
    April 10, 2020 | Ryan Skinner, Sarah Dawson

    Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

  • Report The Forrester Wave™: Social Suites, Q4 2019

    The Eight Providers That Matter Most And How They Stack Up
    October 9, 2019 | Jessica Liu

    In our 40-criterion evaluation of social suites providers, we identified the eight most significant ones — Clarabridge, Facelift, Falcon.io, Hootsuite, Khoros, Salesforce, Socialbakers, and...

  • Report The State Of Influencer Marketing

    Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners
    August 13, 2019 | Ryan Skinner

    Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...

  • Report Gillette's Close Shave

    A Consumer Energy Index Analysis
    January 22, 2019 | Anjali Lai

    Brands are jumping into the messy arena of polarizing issues with greater fervor, and Gillette just raised the stakes. Within 72 hours of launch, its "We Believe" TV spot shot past 13 million views...

  • Report Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    January 11, 2019 | Jessica Liu, Melissa Parrish

    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...

  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • Report New Tech: Influencer Marketing Solutions, Q3 2018

    Forrester's Landscape Overview Of 34 Influencer Marketing Solution Providers
    August 13, 2018 | Ryan Skinner

    Customers' ad avoidance plus their distaste for brand communications equals marketers eager for new ways to reach customers and for new voices with which to reach them. Influencers with online...

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