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  • Jennifer Wise

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  • For B2C Marketing Professionals

    Report

    Report 2017 Mobile And Technology Priorities For Marketers

    Navigate The Hype On Intelligent Agents, Bots, Virtual Reality, And Other Emerging Technologies That Connect Consumers And Brands
    March 21, 2017 | Thomas Husson, Jennifer Wise

    Hype at this year's Consumer Electronics Show (CES) in Las Vegas expanded well beyond mobile. Industry buzz is escalating around new technologies such as virtual reality, augmented reality,...

  • For B2C Marketing Professionals

    Report

    Report A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook
    January 23, 2017 | Jennifer Wise, Thomas Husson

    Your customers are on mobile devices; you need to find out: how many, what they expect, and what they are doing. Use these answers to inform your mobile marketing strategy to go beyond mobile as a...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation
    November 22, 2016 | Jennifer Wise, Julie A. Ask

    With the ever-increasing volume of mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new...

  • For B2C Marketing Professionals

    Report

    Report Patrón Extends Brand Value Through Innovation With Intelligent Agents

    A Market Leader Agilely Adapts To Consumer Trends Using Amazon's Voice-Controlled Alexa
    November 9, 2016 | Jennifer Wise

    To maintain market leadership, consumer brand heavyweight Patrón is positioning innovation as a key brand tenet to keep pace with its hyper-connected consumers. Part of the strategy? An Amazon...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: Mobile Is The Face Of Digital

    Landscape: The Mobile eBusiness Playbook
    November 1, 2016 | Julie A. Ask, Dan Bieler

    Mobile is the face of digital: the core of customer experience for leading firms across a breadth of industries. Consumer app fatigue is forcing digital business professionals to offer a portfolio...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Recipe For Mobile App Success

    Market, Engage, And Manage Mobile App Performance To Drive Business Outcomes
    September 22, 2016 | Julie A. Ask, Jennifer Wise

    Too often, apps launch into the app store, and eBusiness and channel strategy professionals start to measure metrics like downloads to gauge success. But just launching an app and hoping it finds a...

  • For B2C Marketing Professionals

    Report

    Report The Rise Of Intelligent Agents

    How Evolved Versions Of Siri, Google Now, Cortana, And Alexa Will Upend The Brand-Customer Relationship
    September 12, 2016 | Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. And as consumers fall in love with the customized, proactive utilities IAs provide, IAs will capture the...

  • For B2C Marketing Professionals

    Report

    Report Brief: Tap Your Consumers' Location For Mobile Marketing Success

    Master Location-Based Marketing To Amplify Acquisition And Conversion
    August 24, 2016 | Jennifer Wise

    With the rise of the mobile mind shift, marketers and vendors alike are using the word "location" more frequently but indiscriminately. Location's application varies greatly, from local listings to...

  • For B2C Marketing Professionals

    Report

    Report Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology...

  • For B2C Marketing Professionals

    Report

    Report Apply Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    This report highlights the key principles of mobile experience that marketers must weave into the process of crafting mobile marketing strategies. As more people own and use smartphones than ever...

  • For B2C Marketing Professionals

    Report

    Report Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise

    This report provides a road map for B2C marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketers must keep...

  • For B2C Marketing Professionals

    Report

    Report Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise, Julie A. Ask

    Marketers are finally adapting to the brave new world of the mobile mind shift — but not at the same pace. While mobile budgets are increasing, the majority of B2C marketers are still in the early...

  • For B2C Marketing Professionals

    Report

    Report The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise, Thomas Husson

    Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift —...

  • For B2C Marketing Professionals

    Report

    Report Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook
    March 22, 2016 | Jennifer Wise, Thomas Husson

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

  • For B2C Marketing Professionals

    Report

    Report Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook
    March 15, 2016 | Jennifer Wise, Melissa Parrish

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report TechRadar™: Mobile Commerce, Q1 2016

    Tools And Technology: The Mobile eBusiness Playbook
    March 14, 2016 | Julie A. Ask, Jennifer Wise

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve and retain customers. With...

  • For B2C Marketing Professionals

    Report

    Report TechRadar™: Mobile Marketing, Q1 2016

    Tools And Technology: The Mobile Marketing Playbook
    March 14, 2016 | Jennifer Wise, Julie A. Ask

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve, and retain customers. With...

  • For B2C Marketing Professionals

    Report

    Report Reset Expectations For Ads On New Social Sites

    As Social Advertising Promises Surge, Marketers Temper Expectations
    February 17, 2016 | Jennifer Wise

    Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2016: The Mobile Revolution Accelerates

    November 9, 2015 | Thomas Husson, Julie A. Ask

    As the mobile mind shift speeds up even more in 2016, consumers' expectations will soar, pressuring you to do better at tapping contextual data to serve them better. More companies will treat...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Gamification Solutions For Strategy And Execution

    Differentiation Emerges As The Market Matures
    November 6, 2015 | Jennifer Wise

    Once a victim of the shiny object syndrome, gamification now enjoys the attention of B2C marketers ready to implement it. The vendor landscape has also come of age, making it harder to pinpoint...

  • For B2C Marketing Professionals

    Report

    Report Toolkit: Mobile Engagement Automation Vendors

    November 5, 2015 | Jennifer Wise, Julie A. Ask

    This toolkit supplements the November 5, 2015, "Vendor Landscape: Mobile Engagement Automation Vendors" Forrester report.

  • For B2C Marketing Professionals

    Report

    Report Brief: Apple's Ad-Block-Friendly Update Is A Wake-Up Call To Advertisers

    What Apple's Ad-Blocking Enablement Means To Marketers
    November 5, 2015 | Jennifer Wise

    If you target your consumers through ads on a mobile device, then you need to understand the impact of Apple's recent change in ad-blocking policy with the iOS 9 release. With more than a third of...

  • For Customer Insights Professionals

    Report

    Report Master Your Customers' Mobile Pathways

    How High Is Your Direct Engagement? Are Your Customers More Likely To Stop Along The Way?
    November 3, 2015 | Nicole Dvorak, Ted Schadler

    Some 70 million Americans spend more time online on their smartphones than on any other device. It's been hard to know how your customers find their way to and from your mobile moments. Until now....

  • For B2C Marketing Professionals

    Report

    Report Don't Rerun Your TV Commercials For Mobile Video Ads

    Combine The Creative Strengths Of TV And Digital Ads For Mobile
    August 5, 2015 | Jennifer Wise

    The mobile video ad format has captured the attention of marketers, publishers, and ad tech alike. But a 30-second TV creative execution designed for a lean-back living room experience fails to...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle
    June 4, 2015 | Jennifer Wise

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...