Search Results

• Report Four Steps To Add Social Media To Your Marketing Strategy

  Roadmap: The Social Marketing Playbook

  July 2, 2020 | Jessica Liu, Melissa Parrish

  When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

• Report How The COVID-19 Crisis Is Impacting Consumer Behaviors In Italy

  Italian Consumers Are Asking Firms To Start Their Digital Transformation Right Now

  June 22, 2020 | Enza Iannopollo

  After several weeks of lockdown due to the COVID-19 pandemic, we asked Italian online adults how they feel about the virus and the economy as well as how their behavior is changing in response to...

• Forum CX North America

  Cutting-edge, interactive CX programming

  June 16, 2020 | New York City | Andrew Hogan

  Join 50 Forrester analysts and 1,500 CX industry leaders at CX North America for three days of innovative customer experience thought, tech, and strategy.

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

• 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 The Forrester Wave™: Global Media Agencies, Q2 2020

  The 10 Global Media Agencies That Matter Most And How They Stack Up

  May 26, 2020 | Jay Pattisall

  In our 29-criterion evaluation of media management providers, we identified the 10 most significant ones — Carat, Havas Media Group, MediaCom, Mindshare, OMD, PHD, Starcom, UM, Wavemaker, and...

• Report Now Tech: Mobile Engagement Automation, Q2 2020

  Forrester's Overview Of 25 Mobile Engagement Automation Providers

  May 21, 2020 | Stephanie Liu, Joe Stanhope

  You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer...

• Report It's OK To Break Up With Social Media

  Vision: The Social Marketing Playbook

  May 13, 2020 | Jessica Liu

  In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

• Report The Forrester Wave™: Email Marketing Service Providers, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  May 12, 2020 | Shar VanBoskirk

  In our 23-criterion evaluation of email marketing service providers, we identified the 13 most significant ones — Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, dotdigital, Epsilon,...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report The 2020 COVID-19 Crisis Will Stun US Marketing

  CMOs: Apply An Adaptive Approach To Manage The Downturn

  May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

  The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

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  Webinar The Future Of DMPs In A Cookieless World

  April 9, 2020 | Tina Moffett

  Data management platforms (DMPs) help advertisers analyze, create, and syndicate audiences through media buying platforms by connecting the advertiser's first-party data with third-party cookie...

• Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

  Right The Unbalanced Ad Ecosystem By Delivering Value To Consumers

  April 7, 2020 | Joanna O'Connell, Sarah Dawson

  In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...

• Report Your Global Martech Stack Won't Cut It In China

  Assemble A Local Martech Stack To Support Your Marketing Strategy In China

  April 7, 2020 | Xiaofeng Wang

  Global marketers struggle to adapt to the unique and fast-changing digital ecosystem in China. Many of their global marketing technology (martech) vendors either lack a business presence in the...

• Report The State Of The US Mobile Store

  Understanding The Mobile-Powered Shopping Journey

  April 3, 2020 | Sucharita Kodali

  As today’s consumers become increasingly reliant on their smartphones, online retailers with strong mobile sites end up with a very cost-effective way to support shoppers and drive conversion by...

• Report Build A Business Case For Social Media’s Value To The Enterprise

  Business Case: The Social Marketing Playbook

  March 30, 2020 | Jessica Liu

  When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

• Report Speak The Same Language To Harmonize Martech And Digital Experience Initiatives

  Aligning Creatives And Techies Starts By Defining Joint Missions

  March 23, 2020 | Allen Bonde

  With an ever-growing mix of media types and channels, marketing and tech teams must collaborate to deliver high-impact, scalable digital experiences to their shared customers. Aligning around a...

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  Webinar Applying The Forrester Wave™: Social Suites, Q4 2019

  March 19, 2020 | Jessica Liu, Sarah Dawson

  As social media management solution (SMMS) technology tacks additional capabilities on top of core social organic publishing and customer response, SMMSes evolve into social suites that offer a...

• Report How To Build A Moments-Based Marketing Ecosystem

  Roadmap: The Enterprise Marketing Technology Playbook

  March 18, 2020 | Rusty Warner

  The age of the customer demands customer obsession for successful, competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with...

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  Webinar Brands And DTC: What Are Brands Doing To Cultivate A Direct-To-Consumer Relationship?

  March 18, 2020 | Michelle Beeson

  Should all brands sell directly to customers online? How should brands work with marketplaces? What does all this mean for existing retail partner and distributor relationships? The sales...

• Report Now Tech: Search Engine Optimization (SEO) Technologies, Q1 2020

  Forrester's Overview Of 27 SEO Technology Providers

  March 16, 2020 | Collin Colburn

  B2C marketers can use SEO technologies to perform technical audits of their sites, conduct competitor and keyword research, and automate the overall SEO process. But to realize these benefits,...

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

  DTCs Move Customers Quickly From Discover To Buy

  February 28, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations of a new generation of consumers, creating new markets, and opening the M&A wallets of much larger...

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  Webinar The State Of Consumers And Technology

  Consumer Technographics® And Business Technographics®

  February 25, 2020 | Anjali Lai

  Take a pulse of technology attitudes and behaviors today, and you’ll see consumers lamenting the abundance of technology and idealizing digital detoxes. However, zoom out to observe how...

• Report Retailers: You're The Next Media Moguls

  Media Networks From Commerce Companies Are Growing And Transforming Shopping

  February 21, 2020 | Sucharita Kodali

  Amazon is now the most publicized case study of a successful media network from a commerce firm. But other retailers like Best Buy and Walmart have also quietly built profitable ad businesses over...

• Report Modern Privacy Laws Change The Paradigm For Marketing And Advertising

  Roadmap: The Customer Trust And Privacy Playbook

  February 19, 2020 | Fatemeh Khatibloo

  The General Data Protection Regulation (GDPR) has changed how B2C marketers and advertisers operate in the European Union (EU). But more privacy regulations are in play, from the US to Japan, all...