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  • Melissa Parrish

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  • For B2C Marketing Professionals

    Report

    Report Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook
    October 17, 2017 | Melissa Parrish

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of...

  • For B2C Marketing Professionals

    Report

    Report Everyone Uses Social; Few Know If It Works

    Benchmarks: The Social Marketing Playbook
    September 20, 2017 | Melissa Parrish

    Social is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C...

  • For B2C Marketing Professionals

    Report

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

    Executive Overview: The Social Marketing Playbook
    July 28, 2017 | Melissa Parrish

    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...

  • For B2C Marketing Professionals

    Report

    Report You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook
    July 28, 2017 | Melissa Parrish

    Nearly all marketers use social media, but few are able to quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and...

  • For CIO Professionals

    Report

    Report Navigate Trump-Era Uncertainty With The Compass Of Customer Obsession

    Respond To New Policy And Regulatory Environments With Customer-Led, Insights-Driven, Fast, And Connected Strategies

    US president Donald Trump is heralding or taking actions that will redefine the environment for US-based and global businesses. The administration could fundamentally alter policy, regulations, and...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Social Marketing Technology

    Tools And Technology: The Social Marketing Playbook

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the...

  • For B2C Marketing Professionals

    Report

    Report Fake News: More Proof That Advertisers Must Choose Quality Over Quantity

    Protect Your Brand By Balancing Automation, Audience, And Context
    January 12, 2017 | Melissa Parrish, Susan Bidel, Richard Joyce

    The scourge of fake news has thrown platforms, publishers, advertisers, and political candidates into a tailspin. How can a problem this pervasive and explosive ever be overcome? The first step is...

  • For B2C Marketing Professionals

    Report

    Report How To Measure Social Programs

    Performance Management: The Social Marketing Playbook
    January 9, 2017 | Melissa Parrish, Samantha Ngo, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • For B2C Marketing Professionals

    Report

    Report Share Community Management Beyond Marketing For Maximum Impact

    Why Post-Digital Marketers Must Orchestrate, Not Own, Their Communities
    November 15, 2016 | Melissa Parrish, Samantha Ngo

    In the post-digital era, communities come in two flavors: those you build on your website and those that emerge from the social web. As brands include community input in their product and marketing...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2017: Media Disrupts Itself With New Business Models And Unexpected Partnerships

    Innovation Is No Longer The Sole Domain Of Digital Upstarts
    November 3, 2016 | Melissa Parrish, Sarah Sikowitz, Susan Bidel

    The media industry has had a rough couple of years: Digital disruption forced content providers to change the way they develop and deliver their products; programmatic changed the way advertisers...

  • For B2C Marketing Professionals

    Report

    Report Drive Social Marketing Success With The POST Process

    Strategic Plan: The Social Marketing Playbook
    July 29, 2016 | Erna Alfred Liousas, Samantha Ngo, 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...

  • For B2C Marketing Professionals

    Report

    Report Marketers: Conquer The Linguistic Divide That's Sabotaging Your Business Technology Agenda

    How To Create A Marketing And Technology Lingua Franca
    May 11, 2016 | Melissa Parrish

    Marketers charged with leading their company's march toward customer obsession must collaborate with their technology colleagues more often — and more deeply — than ever before. But too often these...

  • For B2C Marketing Professionals

    Report

    Report Thriving In A Post-Digital World

    Adopt New Marketing Rules To Connect With Entitled Customers

    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 Integrate Social Into Your Marketing RaDaR

    March 15, 2016 | Melissa Parrish

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

  • 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 Marketing Leadership Professionals

    Report

    Report Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness
    April 14, 2014 | Melissa Parrish

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical...

  • For Marketing Leadership Professionals

    Report

    Report Predictions 2014: Marketing Leaders Put Insights To Use

    Big Data Makes Way For Smart Data Across Social, Mobile, And Media
    December 30, 2013 | Melissa Parrish, Nate Elliott, Thomas Husson

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the...

  • For Marketing Leadership Professionals

    Report

    Report 2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing
    February 11, 2013 | Melissa Parrish, Nate Elliott, Anthony Mullen

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Apps For Marketing

    When And How Interactive Marketers Should Build Apps For Marketing Purposes
    September 26, 2012 | Melissa Parrish, Jennifer Wise

    Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

  • For Marketing Leadership Professionals

    Report

    Report The Always Addressable Customer

    Embrace Addressability To Engage Your Ultra-Connected Audience
    September 26, 2012 | Melissa Parrish

    Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we entered the era of pervasive interactivity, in which more people access the Internet more frequently...

  • For Marketing Leadership Professionals

    Report

    Report Build A Push And Pull Social Marketing Process

    June 21, 2012 | Melissa Parrish

    To prepare for the future of interactive marketing, as marketers you must follow the CORE directive to: customize marketing experiences, optimize decisions and processes, respond to changing market...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Marketing — A Forrester Compilation

    March 28, 2012 | Melissa Parrish, Shar VanBoskirk

    More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

  • For Marketing Leadership Professionals

    Report

    Report The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012

    The Nine Agencies That Matter Most And How They Stack Up
    January 27, 2012 | Melissa Parrish

    In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category — AKQA, iCrossing, Ogilvy, Possible...

  • For Marketing Leadership Professionals

    Report

    Report Twitter: The Public Forum For Your Brand

    How Interactive Marketers Should Tap Twitter For Real Business Results
    December 19, 2011 | Melissa Parrish

    With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

  • For Marketing Leadership Professionals

    Report

    Report 2012 Interactive Marketing Predictions

    Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers
    December 7, 2011 | Joanna O'Connell, Ari Osur, Elizabeth Shaw

    Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects...