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  • Digital Marketing
  • Ryan Skinner

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  • Report New Tech: Influencer Marketing Solutions, Q3 2018

    Forrester's Landscape Overview Of 34 Influencer Marketing Solution Providers
    August 13, 2018 | Ryan Skinner

    Customers' ad avoidance plus their distaste for brand communications equals marketers eager for new ways to reach customers and for new voices with which to reach them. Influencers with online...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

  • Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

    November 17, 2017 | Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

  • Report Content Marketing Starts With Strategy

    November 8, 2017 | Ryan Skinner

    Among marketing leaders surveyed by Forrester, more than half said their content marketing activities were "still immature." At the same time, they concede that based on how customers behave and...

  • Report How To Work With Digital Influencers

    Evaluate Influencers' Strengths And Weaknesses To Unleash Them In Valuable Ways
    August 8, 2017 | Ryan Skinner

    Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every...

  • Report Stop Pushing Unwanted Content To Customers

    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 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 Vendor Landscape: Native Advertising Technologies, Q3 2016

    Master The Technologies That Align Consumer And Advertiser Outcomes Across Devices And Sites
    September 22, 2016 | Ryan Skinner

    Native advertising's potential excites B2C marketers, who struggle with the blocking and poor performance of their ads, particularly on mobile. But most marketers are missing the native advertising...