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The Social Marketing Playbook For 2019

Social Marketing Is A Vital Part Of Your Post-Digital Transformation

Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This...

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  • Report Q&A: Four Best Practices For Social Marketing Success

    Learn From The Hospitality Industry To Deliver Social Media Wins
    September 5, 2017 | Erna Alfred Liousas

    Each update to social media forces marketers to question priorities as they struggle with the conundrum "To adopt or not to adopt?" This report combines marketers' top social marketing questions...

  • Report Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing

    September 16, 2015 | Xiaofeng Wang

    B2C marketers increasingly face the challenge of engaging hypersocial, always-addressable digital consumers. This case study explores how Spring Airlines invested in social marketing to accelerate...

  • Report Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

    ForecastView Spreadsheet
    November 20, 2013 | Niki Scevak

    Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid...

  • Report Forrester Research Interactive Marketing Forecast By Industry, 2012 To 2017 (US)

    ForecastView Spreadsheet
    December 5, 2012 | Niki Scevak

    Company spending on interactive marketing spending segmented by industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

  • Report ForecastView — An Overview Of Our Global Forecasts

    June 12, 2012 | Vikram Sehgal

    Forrester's ForecastView service provides reliable insight into the online, mobile, and emerging technology markets. It offers a framework for understanding market drivers and inhibitors and helps...

  • Report US Interactive Marketing Forecast By Industry, 2011 To 2016

    November 15, 2011 | Shar VanBoskirk

    Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend...

  • Report Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

    ForecastView Spreadsheet
    September 2, 2011 | Niki Scevak

    Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

  • Report Navigating The Twittersphere

    How To Market On Twitter
    November 19, 2009 | Nate Elliott

    Successfully engaging with consumers on Twitter requires both the right overarching strategy and a series of small best practices. Interactive marketers must ensure that consumers can find their...

  • Report US Interactive Marketing Forecast By Industry, 2009 To 2014

    November 11, 2009 | Shar VanBoskirk

    Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest...

  • Report Interactive Marketing Channels To Watch In 2009

    The Recession Inhibits Firms From Trialing Emerging Channels
    June 4, 2009 | Shar VanBoskirk

    Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead,...

  • Report How Twitter Can Influence eBusiness

    Assessing The Twitter Opportunity For Retail And Travel eBusiness
    May 14, 2009 | Diane Clarkson

    Twitter — a social networking and micro-blogging service — is growing at an extraordinary speed. Twitter facilitates an instantaneous and informal conversation between consumers and companies. It...

  • Report Where To Find Help For Web Design Projects, 2009

    North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities
    May 8, 2009 | Vidya L. Drego

    Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still...

  • Report Match Word-Of-Mouth Marketing To How European Consumers Share Opinions

    May 5, 2009 | Mary Beth Kemp

    Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online...

  • Report Best And Worst Of B2C Site Design, 2009

    Forrester Applies Its Web Site Review Methodology To 16 Major Firms
    April 14, 2009 | Adele Sage

    Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel...

  • Report eBusiness' Role In Regaining Traveler Loyalty

    December 15, 2008 | Henry H. Harteveldt

    The number of US online leisure travelers has fallen from 31% in 2006 to 25% in 2008. Travel eBusiness contributes to this loss by not making online travelers feel welcome, not letting them control...

  • Report How To Regain Travelers' Loyalty

    December 3, 2008 | Henry H. Harteveldt, Elizabeth Stark

    Forrester data reveals that travel brand loyalty has decreased by 19% since 2006. Leisure travelers in 2008 have every reason to be disloyal. Why? More travel products and options for travelers to...

  • Report US And Canadian Online Business Travelers: What's The Difference?

    Profiling Business Travelers' Demographics, Online Behavior, And Device Ownership
    August 4, 2008 | Henry H. Harteveldt, Elizabeth Stark

    Because the percent of online adults who travel for business in the US and Canada is so similar — 29% and 28%, respectively — Forrester took a closer look at their similarities and differences to...

  • Report Social Loyalty

    How To Find, Create, And Nurture Brand Advocates
    June 25, 2008 | Lisa Bradner

    Marketers need engagement to create long-lasting brand relationships, but how should they try to create these — and with whom? Traditionally, loyalty programs have provided transactional...

  • Report The Social Technographics Of European Online Travelers

    March 20, 2008 | Henry H. Harteveldt

    Ten percent of European online travelers engage with some form of Social Computing every day. Forrester's Social Technographics® identifies how Europe's online travelers fall within the six groups...

  • Report The Social Technographics® Of US Online Travelers

    November 28, 2007 | Sarah Rotman Epps

    User-generated content influences travelers' booking decisions, and travel eBusiness professionals know that they need to address their customers' needs for social media on their Web sites....

  • Report How Social Computing Changes The Way You Sell Travel

    Online Travel Will Shift From Passive Selling To Active Engagement
    April 30, 2007 | Sarah Rotman Epps

    Advances in Social Computing — the collection of technologies enabled by cheap peer-to-peer connections, such as blogs, wikis, and social networks — are changing the way you sell travel. As...

  • Report Topic Overview: US Online Retail

    March 13, 2007 | Sucharita Kodali

    The online channel continues to play a significant role in the strategic plans of business-to-consumer (B2C) companies. The retail and travel piece of B2C eCommerce alone now tops $200 billion,...

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