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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Big Data's Big Meaning For Marketing

    Use Big Data To Deliver Context And Personalization At Scale

    In the age of the customer, it's not enough for your organization to simply meet your customers' needs. Today, your customers often expect you to anticipate their needs, in much the same way as the...

  • Report Three Ways To Find, Create, And Energize Advocates

    Promote, Find, And Attract The Mass Influencers Who Matter
    September 29, 2010 | Augie Ray

    Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

  • Report Tapping The Entire Online Peer Influence Pyramid

    Marketers Must Leverage The Three Tiers Of Online Peer Influence
    February 26, 2010 | Augie Ray

    There are three types of influencers in the Peer Influence Pyramid, and all three have value (and pose risks) for your brand and marketing efforts. Elite Social Broadcasters have wide reach and...

  • 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 Enhance Your Product Strategy With Convenient Customer Service

    June 22, 2009 | Doug Williams

    Customer service has become an integral part of product strategy, and, as such, it should now be a primary concern of consumer product strategy professionals. Customer service has also grown more...

  • Report The Year Of The Internet-Connected TV

    TV Manufacturers Must Be Ready For Change In The Living Room
    May 14, 2009 | Nathan Safran

    In 2008, we watched as streaming media made its way into the home via such diverse connected devices as set-top boxes, games consoles, DVRs, and Blu-ray players. 2009 has brought us the news we all...

  • Report Reaching Empowered Women Through Social Media

    How CPG Brands Can Engage A Core Target Audience
    April 7, 2009 | Emily Riley

    Interactive marketers, especially consumer packaged goods (CPG) companies have excellent opportunities to engage with their most influential consumers on social media and gain an edge against their...

  • Report Peer Influence In An Unstable Economy

    Tap Consumer Trust In Each Other To Build Brand Relationships
    February 17, 2009 | Josh Bernoff

    Marketers should prioritize energizing customers over just talking to them when the economy is this unstable. Why? Consumers trust word of mouth most — and it has proven business impact. Most...

  • Report Younger Buyers: Fast, Furious, And In Need Of Financing

    How To Attract And Retain Younger Automotive Buyers
    February 6, 2009 | Patti Freeman Evans

    Younger automotive buyers are less concerned with the pragmatic car-buying realities of older shoppers: Instead of expert reviews, they worry about image. Automotive marketers should make an active...

  • Report Technographics® Survey Highlights: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008

    December 9, 2008 | Jacqueline Anderson

    This highlight deck summarizes the key findings from Forrester¿s North American Technographics Media, Marketing, And Mobile Internet Online Survey, Q3 2008. This deck covers mobile Internet usage,...

  • Report Technographics® Survey Highlights: Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2008

    June 23, 2008 | Tamara Barber

    This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2008.

  • Report Which Car Brands Should Pursue Social Applications?

    Mazda And Honda Have The Most Active Customers; GMC And Mercury The Least
    April 3, 2008 | Josh Bernoff

    Car owners have widely different affinities for social applications. Mazda, Honda, Pontiac, Hyundai, and Jeep have the most active customers; Ford, Nissan, Chevrolet, GMC, and Mercury have the...

  • Report Technographics® Insight: Beauty Is In The Eye Of The Gen Y Consumer

    January 15, 2008 | Jacqueline Anderson

    This data chart highlights differences and similarities between genders of Gen Y online consumers as they relate to purchasing beauty products online.

  • Report eBranding Is The Key To Winning Car Techies

    December 13, 2007 | Chloe Stromberg

    Today, one in four new vehicle buyers says, "I am very likely to buy vehicles with the latest in-car electronics." These Car Techies are a sweet spot for automakers because they buy more new...

  • Report Technographics Survey Highlights: North American Media And Marketing Online Survey, Q3 2007

    September 19, 2007 | Jacqueline Anderson

    This highlight deck reviews the key findings from the Q3 2007 Media and Marketing Online Survey. This survey covered questions on media, brand use, social media, online video and MP3s.

  • Report Does Online Word Of Mouth Sell Cars?

    How Automakers Can Boost Their Online Word-Of-Mouth Marketing
    August 2, 2007 | Chloe Stromberg

    Word of mouth sells cars. And word of mouth on the Web travels farther and faster. Auto marketers want to fuel Web-based word of mouth by finding and harnessing online brand advocates. But to do so...

  • Report How New Car Buyers Use Third-Party Auto Sites

    Or Why Third-Party-Auto-Site Strategy Matters Today More Than Ever
    June 21, 2007 | Chloe Stromberg

    The early promise to OEMs of third-party auto sites (TPSes) was highly tailored integrated marketing that tied together media placements, demand data, and leads. When they worked, these 360-degree...

  • Report Copycat Auto Sites Don't Make Sense

    OEM Site Visitors Aren't Car-Shopping Clones
    February 15, 2007 | Chloe Stromberg

    After 10 years on the Web, automakers have developed a serious case of industry tunnel vision, serving up vehicle info via sites that look and feel remarkably similar. Is online car shopping so...

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