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  • Word of Mouth Marketing & Viral Marketing

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  • 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 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 B2C Marketing Professionals

    Report

    Report Clear The Word-Of-Mouth Marketing Haze

    WOM Is An Umbrella Term To Describe Three Different Types
    November 21, 2016 | Jessica Liu

    Since Forrester defined the word-of-mouth (WOM) marketing space a year ago, the landscape has only become more confusing. Marketers are unsure how to differentiate between WOM marketing types and...

  • For B2C Marketing Professionals

    Report

    Report Benchmark Your Social Marketing Efforts

    February 17, 2016 | Erna Alfred Liousas

    This report details avid marketers' current and planned social media usage across 11 social networks, and their satisfaction with 10 social tactics. B2C marketers should use this benchmark report...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Word-Of-Mouth Platforms

    November 3, 2015 | Nate Elliott

    Marketers love to chase word of mouth — but not enough have learned how to harness its potential. The good news: word-of-mouth platforms (WOMPs) stand ready to help marketers identify the right...

  • For B2B Marketing Professionals

    Report

    Report Brief: Do Not Pay Your Influencers

    Use Nonfinancial Incentives That Will Help You Drive Authentic Word Of Mouth
    September 9, 2014 | Kim Celestre

    Influencer engagement programs can be highly effective for achieving social reach objectives because they help spread a brand's messages through influencers' well-established connections. But...

  • For CMO Professionals

    Report

    Report Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services
    January 3, 2013 | Cory Munchbach

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The...

  • For B2C Marketing Professionals

    Report

    Report It's Time To Integrate Facebook Into Your Marketing Site

    Using Facebook Login To Your Advantage
    May 11, 2012 | Nate Elliott

    This report, originally written for eBusiness and channel strategy professionals, contains important insight and recommendations for interactive marketing professionals as well. Since the...

  • For B2C Marketing Professionals

    Report

    Report How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic
    December 22, 2011 | Shar VanBoskirk

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

  • For CMO Professionals

    Report

    Report Engage Women With Personal And Relevant Social Interactions

    July 13, 2011 | Tracy Stokes

    Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

  • For CIO Professionals

    Report

    Report Emerging Technology Applications For Marketing

    June 16, 2011 | Nigel Fenwick, Jeff Ernst

    Marketing success is increasingly dependent on using technology to understand and communicate with customers. IT must develop a thorough understanding of marketing technology and the potential for...

  • For B2C Marketing Professionals

    Report

    Report Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

    June 15, 2011 | Melissa Parrish

    Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

  • For B2C Marketing Professionals

    Report

    Report The New Blogging Strategy For Consumer Brands

    Using Blogs To Empower Consumers And Gain Back Trust For Your Brand
    April 1, 2011 | Elizabeth Shaw

    Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Purchase Path Of Online Buyers

    A Joint Holiday Shopping Study With GSI Commerce Of 15 Retail Websites
    March 16, 2011 | Sucharita Mulpuru

    Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI...

  • For B2C Marketing Professionals

    Report

    Report Tapping The Entire Online Peer Influence Pyramid

    Marketers Must Leverage The Three Tiers Of Online Peer Influence
    February 26, 2010 | Augie Ray

    There are three types of influencers in the Peer Influence Pyramid, and all three have value (and pose risks) for your brand and marketing efforts. Elite Social Broadcasters have wide reach and...

  • For B2C Marketing Professionals

    Report

    Report Technographics® Survey Highlights: How Latin American Consumers Connect With Companies Online

    Latin American Technographics Online Survey, Q4 2009 (Mexico, Brazil)
    February 17, 2010 | Roxana Strohmenger

    This highlight deck summarizes the key findings related to connecting with companies online from Forrester's Latin American Technographics Online Survey, Q4 2009 (Mexico, Brazil). This is the first...

  • For B2C Marketing 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 CMO Professionals

    Report

    Report Why Consideration And Preference Are A Priority

    Marketing Leaders Should Shift Budgets For Regular Purchases
    January 27, 2010 | David M. Cooperstein

    Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most...

  • For B2C Marketing Professionals

    Report

    Report Activating Word Of Mouth Through Social Technologies

    Interactive Marketers Should Harness Online Word Of Mouth As It Grows
    January 5, 2010 | Sean Corcoran

    It's clear that social technologies are playing an increasingly important role in the way people talk to each other about products and purchases. In fact, the use of social media for word of mouth...

  • For B2C Marketing Professionals

    Report

    Report Targeting Europe's Eco-Friendly Consumers

    October 29, 2009 | Emily Riley

    Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Driving A Contactless Network Effect In The US

    Supply Is Strong, But Only Marketing And Usage Rewards Will Drive Demand
    October 23, 2009 | Edward Kountz

    While recent years have seen increased issuance and merchant acceptance of contactless payments in the US, consumer usage remains low. Some institutions are exploring instant issuance and...

  • For B2C Marketing Professionals

    Report

    Report Technographics® Survey Highlights: Influential Online Consumers

    October 15, 2009 | Jacqueline Anderson

    This highlight deck summarizes key findings related to influential consumers who advocate for their favorite brands or products online. This is the fourth survey highlight in a series from the...

  • For B2C Marketing Professionals

    Report

    Report How Email Marketers Should Capitalize On Youth Communication Patterns

    Four Tactics For Relevance In The Youth Inbox
    October 1, 2009 | David Daniels

    Ninety percent of US online youths surveyed in our recent youth online survey have at least one email account. While just 19% of US online youths report opting in to email newsletters, they are...

  • For B2C Marketing Professionals

    Report

    Report Social Media Marketers: Don't Ignore IM

    September 18, 2009 | Christine Spivey Overby, Tushi Banerjee

    Instant messaging (IM) is one of the most widely used activities among European online users. IM usage is not just restricted to youths and teens but is also popular among older age groups such as...

  • For B2C Marketing Professionals

    Report

    Report The Analog Groundswell

    Using Social Media To Create And Amplify Offline Influence
    September 11, 2009 | Nate Elliott

    Smart interactive marketers know that consumers trust each other more than they trust the things they hear from companies and the media — but most fail to realize that face-to-face offline...