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• Webinar The Martech Roundtable: Marketing Technology In The Time Of COVID-19

  Thursday, June 25, 2020, 11:00 a.m.-12:00 p.m. Eastern time (16:00-17:00 GMT) | Steven Casey, Joe Stanhope, Rusty Warner

  2020 is shaping up to be a year unlike any other. Join Forrester analysts Steve Casey, Joe Stanhope, Rusty Warner, and Lori Wizdo as we look at industry trends and consider the path forward for...

• Report The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

  The 12 Providers That Matter Most And How They Stack Up

  May 28, 2020 | Ryan Skinner

  In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact,...

• Report Now Tech: Mobile Engagement Automation, Q2 2020

  Forrester's Overview Of 25 Mobile Engagement Automation Providers

  May 21, 2020 | Stephanie Liu, Joe Stanhope

  You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer...

• Report How To Evaluate Marketing Technology Performance

  Performance Management: The Enterprise Marketing Technology Playbook

  May 21, 2020 | Joe Stanhope

  B2C marketing is dependent on technology, making it imperative to measure marketing technology's (martech's) performance. A strong measurement program allows firms to effectively align resources,...

• Report Now Tech: Creative Advertising Technologies, Q2 2020

  Forrester's Overview Of 23 Creative Advertising Technology Providers

  May 15, 2020 | Joanna O'Connell

  You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...

• Report Forrester Infographic: Unified Marketing Measurement Accelerates

  May 13, 2020 | Jim Nail

  Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing...

• Report It's OK To Break Up With Social Media

  Vision: The Social Marketing Playbook

  May 13, 2020 | Jessica Liu

  In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

• Report The Forrester Wave™: Email Marketing Service Providers, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  May 12, 2020 | Shar VanBoskirk

  In our 23-criterion evaluation of email marketing service providers, we identified the 13 most significant ones — Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, dotdigital, Epsilon,...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report Weigh The Pros And Cons Of 11 Emerging Marketing Channels

  May 11, 2020 | Collin Colburn, David Novitzky

  Emerging channels provide value to consumers and opportunities for marketers, but which ones should marketers invest in? This report looks at eleven channels, but before spending money on any of...

• Report Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

  May 6, 2020 | Tina Moffett

  The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with...

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  Webinar Create Loyalty With A Customer-Obsessed, Not Purchase-Obsessed, Personalization Strategy

  May 6, 2020 | Emily Collins, Brandon Purcell, Rusty Warner

  Companies have a personalization problem: Despite the best of intentions, they fail to create memorable, or even useful, moments with their customers. From “buy this, do that”...

• Report Now Tech: Real-Time Interaction Management, Q2 2020

  Forrester's Overview Of 42 RTIM Providers

  April 30, 2020 | Rusty Warner

  You can use real-time interaction management (RTIM) to orchestrate contextually relevant customer experiences, address customer expectations for mutual value exchanges with your brand, and align...

• Report Get More From Mobile Advertising

  Mobile Ads Struggle To Deliver Value For All

  April 24, 2020 | Collin Colburn

  Mobile advertising is a critical tool for advertisers and publishers alike, as consumers use mobile as their primary device. But mobile ads still fall short. Read this report to determine what B2C...

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  Webinar Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

  April 23, 2020 | Joanna O'Connell, Jim Nail

  Advertising efforts born out of a disconnected multichannel approach are coming at the cost of business performance and consumer experience alike. Omnichannel advertising, however, is not a...

• Report Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward

  Assessment: The Omnichannel Advertising Playbook

  April 10, 2020 | Joanna O'Connell, David Novitzky

  B2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity...

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

  DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email

  April 10, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

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  Webinar The Future Of DMPs In A Cookieless World

  April 9, 2020 | Tina Moffett

  Data management platforms (DMPs) help advertisers analyze, create, and syndicate audiences through media buying platforms by connecting the advertiser's first-party data with third-party cookie...

• Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

  Right The Unbalanced Ad Ecosystem By Delivering Value To Consumers

  April 7, 2020 | Joanna O'Connell, Sarah Dawson

  In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...

• Report Your Global Martech Stack Won't Cut It In China

  Assemble A Local Martech Stack To Support Your Marketing Strategy In China

  April 7, 2020 | Xiaofeng Wang

  Global marketers struggle to adapt to the unique and fast-changing digital ecosystem in China. Many of their global marketing technology (martech) vendors either lack a business presence in the...

• Report Build A Business Case For Social Media’s Value To The Enterprise

  Business Case: The Social Marketing Playbook

  March 30, 2020 | Jessica Liu

  When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

• Report Create A Loyalty Strategy, Not Just A Rewards Program

  Executive Overview: The Customer Loyalty Playbook

  March 26, 2020 | Emily Collins

  Earning customer loyalty demands more than implementing a rewards program. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper...

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  Webinar What's New In Marketing Resource Management: Learnings From The Forrester Wave™

  March 26, 2020 | Stephanie Liu

  Marketing resource management (MRM) is an expansive category of tools that spans financial planning, collaboration, content ideation and production, and brand management. It’s also a category...

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  Webinar Applying The Forrester Wave™: Social Suites, Q4 2019

  March 19, 2020 | Jessica Liu, Sarah Dawson

  As social media management solution (SMMS) technology tacks additional capabilities on top of core social organic publishing and customer response, SMMSes evolve into social suites that offer a...

• Report How To Build A Moments-Based Marketing Ecosystem

  Roadmap: The Enterprise Marketing Technology Playbook

  March 18, 2020 | Rusty Warner

  The age of the customer demands customer obsession for successful, competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with...