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  • Contextual Marketing

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  • For B2C Marketing Professionals

    Report

    Report Context Enriches Email Marketing

    Road Map: The Email Marketing Playbook
    January 27, 2017 | Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business...

  • For B2C Marketing Professionals

    Report

    Report Context In Email Marketing Pays Off

    Performance Management: The Email Marketing Playbook
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we...

  • For B2C Marketing Professionals

    Report

    Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    November 15, 2016 | Joe Stanhope

    Processes are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their...

  • For B2C Marketing Professionals

    Report

    Report The Strategic Role Of Identity Resolution

    Identity Is Context In The Age Of The Customer
    October 17, 2016 | Joe Stanhope

    The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration, and execution. And it's becoming more critical than ever for firms planning to...

  • For B2C Marketing Professionals

    Report

    Report Advance Your Contextual Relevance With Enterprise Marketing Technology

    Benchmarks: The Enterprise Marketing Technology Playbook
    September 20, 2016 | Rusty Warner

    B2C marketing professionals must assemble unique enterprise marketing technology (EMT) ecosystems to create relevant and engaging customer experiences. For the Q1 2016 Forrester Wave evaluation of...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Email Hinges On Context

    Executive Overview: The Email Marketing Playbook
    August 18, 2016 | Rebecca McAdams, Shar VanBoskirk

    Today customers access their email from multiple devices, in parallel with social media and text messages. And they expect contextually relevant communications to fit their immediate need and...

  • For B2C Marketing Professionals

    Report

    Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    August 5, 2016 | Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the...

  • For B2C Marketing Professionals

    Report

    Report Use Email To Spark Contextual Interactions

    Vision: The Email Marketing Playbook

    We're in a post-digital world, and B2C marketers must use email to identify and act upon customer context in order to improve email marketing performance and embed the resulting contextual insights...

  • For B2C Marketing Professionals

    Report

    Report Thriving In A Post-Digital World

    Adopt New Marketing Rules To Connect With Entitled Customers
    April 26, 2016 | Shar VanBoskirk, Jim Nail

    We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...

  • For B2C Marketing Professionals

    Report

    Report Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook
    April 20, 2016 | Rusty Warner

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and...

  • For B2C Marketing Professionals

    Report

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    April 8, 2016 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

  • For B2C Marketing Professionals

    Report

    Report Brief: Capture Customers With Click-To-Call

    February 16, 2016 | Collin Colburn, Shar VanBoskirk

    Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid...

  • For Customer Insights Professionals

    Report

    Report Drive Intelligent Customer Interactions With Spatial Analytics

    February 2, 2016 | James McCormick, Rowan Curran

    The opportunity for spatial analysis of your customers' location has shifted up a gear from the niche and static use cases of the past. Firms now have access to unprecedented levels of customer...

  • For B2C Marketing Professionals

    Report

    Report Case Study: InterContinental Hotels Group Applies Context To Email

    December 16, 2015 | Rebecca McAdams

    Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on...

  • For B2C Marketing Professionals

    Report

    Report Brief: Fuel Contextual Marketing With Location Data

    Go Beyond The Beacon Hype To Make Sense Of Location-Based Marketing
    November 24, 2015 | Thomas Husson

    Location-based data provided by technologies like beacons is opening up new opportunities for marketers. This report helps B2C marketers separate hype from reality and anticipate the broader...

  • For Customer Insights Professionals

    Report

    Report Putting Real-Time Interaction Management Into Context

    November 20, 2015 | Rusty Warner

    Firms that deliver contextually relevant customer experiences create unique competitive advantage. Customer insights (CI) professionals must therefore leverage their enterprise marketing technology...

  • For Customer Insights Professionals

    Report

    Report Predictions 2016: Personal At Last For CI Professionals

    How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals
    November 13, 2015 | Shar VanBoskirk, Srividya Sridharan

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2016: Personal At Last For B2C Marketers

    How Innovative B2C Marketers Will Crack The Contextual Code To Reach And Engage Individuals
    November 13, 2015 | Shar VanBoskirk, Luca S. Paderni

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

  • For Customer Insights Professionals

    Report

    Report Q&A: Top Five Marketing Resource Management Questions Answered

    Processes: The Enterprise Marketing Technology Playbook
    October 30, 2015 | Rusty Warner

    Customer insights (CI) professionals use marketing resource management (MRM) tools to manage marketing operations, such as planning, budgeting, content production, and process workflows....

  • For B2C Marketing Professionals

    Report

    Report Brief: Count On Contextual Coupons

    Marketers Can Unlock Hidden Value With Deals And Discounts

    How consumers find, store, and use coupons has changed and marketers haven't kept up. This report reminds marketers of the benefits beyond sales that coupons can drive. It identifies coupon...

  • For Customer Insights Professionals

    Report

    Report Brief: Localize Your Contextual Marketing Approach To China

    Use Country-Specific Context To Improve Your Marketing
    June 26, 2015 | Gene Cao

    Chinese companies understand the importance of winning the business of digital customers who not only have increased buying power but also use multiple devices that can access the Internet anywhere...

  • For B2C Marketing Professionals

    Report

    Report Boost Contextual Reach With Content Marketing For Mobile

    Marketers Should Federate Contextual Data, Content, And Insights To Power Their Audiences' Mobile Moments
    May 28, 2015 | Ryan Skinner

    Skyrocketing smartphone penetration means two things for B2C marketing leaders: 1) Customers spend less time consuming media on PCs and 2) their expectations of media experiences are increasingly...

  • For Customer Insights Professionals

    Report

    Report Fuel Your Contextual Marketing Engine With The Right Enterprise Marketing Software Suite

    Landscape: The Enterprise Marketing Technology Playbook
    May 8, 2015 | Rusty Warner

    Customer insights (CI) professionals struggle to create relevant and engaging experiences for customers. Assembling the right enterprise marketing technologies to address customer-facing needs is...

  • For Customer Insights Professionals

    Report

    Report Marketers Are Using Data To Fuel Effective Mobile Campaigns

    Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing
    May 4, 2015 | Gene Cao

    Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile...

  • For Customer Insights Professionals

    Report

    Report Market Overview: Real-Time Interaction Management

    Vendors Hone Their Contextual Marketing Capabilities
    April 29, 2015 | Rusty Warner

    Customers increasingly expect to be treated as individuals. That means personalized and contextually relevant real-time interactions. Customer insights (CI) professionals must assemble a contextual...