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  • Consumer Technographics

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  • Report Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them

    Landscape: The Social Marketing Playbook
    July 20, 2018 | Jessica Liu, Gina Fleming

    The question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers...

  • Report Get Emotion Right In Your Brand's Digital Marketing

    Start With Mobile, Chatbots, And Conversational Interfaces
    March 5, 2018 | Thomas Husson

    Marketers need to rethink how their brand conveys emotion beyond the confines of TV advertising. Mobile touchpoints like messaging apps and conversational interfaces, such as intelligent agents and...

  • Report Facebook Loses Ground Among US Online Youth

    A North American Consumer Technographics® Report
    December 12, 2017 | Anjali Lai

    In the race to win and sustain the attention of US youth, Facebook is falling behind. Our analysis of trended behavioral and attitudinal data reveals that young consumers increasingly engage with a...

  • Report Four Steps To Add Social To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook
    November 29, 2017 | Erna Alfred Liousas, Melissa Parrish

    When pursuing 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 meeting...

  • Report Social Media Snapshot: 2017

    Consumer Technographics® Data Snapshot
    September 26, 2017 | Anjali Lai, Erna Alfred Liousas

    Despite social media's ubiquity, it continues to grow in terms of global reach, number of networks, and usage frequency. This data snapshot provides B2C marketers with an overview of the current...

  • Report Security Strength And Ease Benchmark: US Most-Visited Federal Government Websites, 2017

    September 14, 2017 | Andras Cser, Rick Parrish, Alexander Spiliotes

    Only 33% of federal customers are confident that the government keeps their personal information secure, and almost 50% rate federal website ease of use as neutral or poor. In this report for S&R...

  • Report The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising...

  • Report The Sell-Side Video Adtech Stack Has Emerged

    But Publishers Should Choose Based On Their Revenue Mix
    March 14, 2017 | Susan Bidel

    Video advertising inventory is scarce, and as a result, costs per thousand (CPMs) are high. Premium publishers, aware of shifting media consumption habits and eager to benefit from high video CPMs,...

  • Report Stop Pushing Unwanted Content To Customers

    Landscape: The Content Marketing Playbook
    January 5, 2017 | Ryan Skinner

    Customers have abundant sources of information to drive their purchases, and a new one's never more than a click away. This dynamic hurts marketers who push unwanted content and rewards those who...

  • Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • Report Use Social Technographics® To Better Serve European Audiences

    Know The Social Channels, Tools, And Tactics That Best Resonate With Your Audience
    December 9, 2016 | Samantha Merlivat

    Forrester's Social Technographics help marketers frame their marketing strategy around the social preferences of their target group in terms of the sites they visit, the motivations they have in...

  • Report Understand Social Consumers To Achieve Marketing Success In Asia Pacific

    Use Social Technographics® Scores To Define Your Social Approach And Tactics In Asia Pacific
    November 22, 2016 | Xiaofeng Wang, Gina Fleming

    Marketers in Asia Pacific are increasingly investing in social marketing. They expect great returns but face the challenge of determining the most successful social marketing strategies. B2C...

  • Report Spin User-Generated Content Into Brand-Building Gold

    Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk
    November 10, 2016 | Ryan Skinner, Jessica Liu

    The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But...

  • Report Brief: Attract Customers Through Local Search

    August 22, 2016 | Collin Colburn

    Customers are finding new brands and products locally with the help of mobile and perpetual connectivity. But B2C marketers have been slow to react to this behavior and still do not promote their...