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  • Marketing Attitudes

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  • For B2C Marketing Professionals

    Report

    Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    November 13, 2017 | Fatemeh Khatibloo

    In today's always-on, post-digital world, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • For CMO Professionals

    Report

    Report The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising...

  • For B2C Marketing Professionals

    Report

    Report Positive Email Attitudes Continue

    Landscape: The Email Marketing Playbook
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • For CMO Professionals

    Report

    Report Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

    Benchmarks: The Customer Life-Cycle Marketing Playbook
    July 29, 2015 | Sheryl Pattek

    Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and...

  • For CMO Professionals

    Report

    Report Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services
    October 23, 2013 | Tracy Stokes

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

  • For CMO Professionals

    Report

    Report Emerging Technologies CMOs Should Watch: Q3 2011

    Four Technologies For Engaging Customers With Content
    August 22, 2011 | Jeff Ernst

    CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools...

  • For Marketing Leadership Professionals

    Report

    Report Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response
    March 21, 2011 | Shar VanBoskirk

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

  • For Marketing Leadership Professionals

    Report

    Report Twitter Automatic Messages: Easy But Dangerous

    Poorly Used Auto DMs Decrease Affinity And Engagement On Twitter
    December 6, 2010 | Augie Ray

    The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send...

  • For Marketing Leadership Professionals

    Report

    Report Benchmarks And Best Practices For Online Video Advertising

    The 2009 US Online Video Advertising WebTrack
    February 4, 2010 | Nate Elliott

    With users consuming more online video than ever, marketers are set to spend more than $1 billion on online video advertising in 2010. We watched nearly 50 hours of video on 87 Web sites to learn...

  • For Marketing Leadership Professionals

    Report

    Report Online African Americans: A Demographic Profile

    February 1, 2010 | Ina Mitskaviets

    Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active...

  • 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 US consumers...

  • For CMO Professionals

    Report

    Report US TV Ad Spending Forecast, 2009 To 2014

    Cable And Advanced TV Advertising Drive Return To Modest Growth
    January 15, 2010 | David M. Cooperstein

    Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the...

  • For Customer Insights Professionals

    Report

    Report Consumer Privacy Is A Ticking Time Bomb For Customer Intelligence Executives

    Consumers Are No Longer Passive About Their Privacy
    October 29, 2009 | Dave Frankland

    Despite renewed interest from Washington, D.C., regarding consumer privacy, the marketing industry continues to call for self-regulation — a concept that is given shorter shrift following its...

  • For CMO Professionals

    Report

    Report How Has The Recession Changed European Consumers' Attitudes Toward Brands?

    September 24, 2009 | Mary Beth Kemp

    Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year....

  • For Marketing Leadership Professionals

    Report

    Report The State Of Consumers And Technology: Benchmark 2009, US

    A Life Stage Analysis Of The US Benchmark Survey
    September 2, 2009 | Jacqueline Anderson, Charles S. Golvin

    This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes...

  • For Marketing Leadership Professionals

    Report

    Report Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)

    August 13, 2009 | Tamara Barber

    This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

  • For CMO Professionals

    Report

    Report The Right Media Mix To Reach UK Moms

    August 5, 2009 | Mary Beth Kemp

    Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also...

  • For Customer Insights Professionals

    Report

    Report Marketers: Stop The Abuse! Adopt Preference Management

    Consumers Are Losing Trust And Patience With Marketers
    July 22, 2009 | Dave Frankland

    Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state...

  • For Marketing Leadership Professionals

    Report

    Report Consumer Advertising Attitudes Rebound

    A Customer-Guided Approach Will Further Ad Relevance
    July 13, 2009 | Shar VanBoskirk

    Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements...

  • For Marketing Leadership Professionals

    Report

    Report Laying The Groundwork For The Next Wave Of TV Advertising

    May 28, 2009 | David Card, Kim Le Quoc

    As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or...

  • For Marketing Leadership Professionals

    Report

    Report The Social Tools Consumers Want From Their Favorite Brands

    April 16, 2009 | Josh Bernoff, Cynthia N. Pflaum

    More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion...

  • For Marketing Leadership Professionals

    Report

    Report Six Ways Online Publishers Can Boost CPMs

    March 19, 2009 | Sarah Rotman Epps

    With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

  • For Marketing Leadership Professionals

    Report

    Report Benchmarks And Best Practices For European Online Video Advertising

    February 27, 2009 | Nate Elliott

    Our June 2008 Online Video WebTrack evaluated the state of European online video advertising by reviewing 583 online video clips and 137 in-stream ads across 49 sites. Interactive marketers have...

  • For Marketing Leadership Professionals

    Report

    Report Monetizing Online Video In Europe

    Balancing The Needs Of Advertisers And Users
    February 27, 2009 | Nate Elliott

    With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the in-stream video...

  • For Marketing Leadership Professionals

    Report

    Report Persuasive Consumers Are Socially Connected

    February 17, 2009 | Josh Bernoff

    Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...