Search Results
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Report Build A Business Case For Social Media’s Value To The Enterprise
Business Case: The Social Marketing Playbook
September 9, 2019 | Jessica LiuWhen 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...
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Report Forrester Analytics: Digital Marketing Tracker, Q2 2019
ForecastView Document
Forrester's Digital Marketing Tracker provides marketers and media professionals with a quarterly update of online advertising revenue trends globally. The tracker captures revenue and user data...
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Report Amazon Will Disrupt The Advertising Ecosystem
Is Your Company Prepared?
September 3, 2019 | Collin ColburnAmazon Advertising experienced explosive growth in 2018. The advertising industry is abuzz about this new entrant and its chances of taking down the current duopoly, Facebook and Google. This...
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Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019
The 13 Providers That Matter Most And How They Stack Up
In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...
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Report The Moments-Based Evolution Of Enterprise Marketing Technology
As Marketing And CX Align, Martech Must Shift From Campaigns To Moments
August 26, 2019 | Joe StanhopeTechnology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its...
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Report Q&A: What Marketers Need To Know About Consumer Identity Graphs
As The Key To Identity Resolution, The Identity Graph Is Having A Moment
August 26, 2019 | Joe StanhopeHistorically considered an obscure, often hidden, function, the identity graph is enjoying unprecedented popularity as B2C marketers prioritize identity resolution. Firms now understand that the...
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Report Applying The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019
How To Identify The Right DMP Vendor For Your Business
August 13, 2019 | Xiaofeng WangIn July 2019, we published a Forrester Wave™ evaluation of data management platforms (DMPs) in Asia Pacific. We used 39 criteria to evaluate 10 vendors, both global and country-specific ones. In...
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Report The State Of Influencer Marketing
Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners
August 13, 2019 | Ryan SkinnerUsing influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...
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Report Four Steps To Add Social Media To Your Marketing Strategy
Road Map: The Social Marketing Playbook
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...
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Report Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins
Build Marketing Strategies That Balance Both And Measure Cross Effects
August 12, 2019 | Tina MoffettB2C marketers know that long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...
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Report Forrester Analytics: Social Media Advertising Forecast, 2019 To 2023 (Europe)
ForecastView Document
August 7, 2019 | Brandon VerblowSocial media has garnered a large share of firms' advertising budgets over the past several years. However, the channel faces growing headwinds. Marketers, publishers, and adtech firms should read...
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Report Forrester Analytics: Social Media Advertising Forecast, 2019 To 2023 (Global)
ForecastView Document
Social is the fastest-growing digital advertising channel globally in the next five years. Marketers must understand what's driving this spend and adjust their spending strategies to match. This...
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Report Forrester Analytics: Online Display Advertising Forecast, 2019 To 2023 (Europe)
ForecastView Document
August 7, 2019 | Brandon VerblowWith the implementation of GDPR, online display advertising spend will face greater headwinds than other digital ad channels. Marketers, publishers, and adtech firms should read this report to...
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Report Email Deliverability's Higher Calling
Deliverability Fundamentals Improve Customer Relationships
August 5, 2019 | Shar VanBoskirkDeliverability has resurfaced as a tactical concern for email marketers because of new regulations and ISP upgrades. For smooth sailing into the inbox, B2C marketers should ace the basics and use...
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Report Model The ROI Of Enterprise Marketing Technology Investments
Business Case: The Enterprise Marketing Technology Playbook
Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...
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Report Advance Your Approach To Customer Loyalty
Assessment: The Customer Loyalty Playbook
July 23, 2019 | Emily CollinsIf you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...
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Report The Best And Worst Of Email Marketing, 2019
Small Improvements Will Boost Response Rates And Sales
July 22, 2019 | Shar VanBoskirkThis report identifies the small fixes that every B2C marketer can make to their email marketing campaigns in order to boost performance. Forrester reviewed 100 email marketing campaigns across...
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Report Chart Your Course To Marketing Measurement Maturity
Road Map: The Marketing Measurement And Insights Playbook
Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...
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Report The Forrester Wave™: Loyalty Service Providers, Q3 2019
The 14 Providers That Matter Most And How They Stack Up
July 15, 2019 | Emily CollinsIn our 22-criterion evaluation of loyalty service providers, we identified the 14 most significant ones — Aimia, Ansira, Bond Brand Loyalty, Brierley+Partners, Capgemini, Epsilon, ICF Next, Inte Q,...
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Report How To Apply Agile Methodology To Marketing
If You Implement Agile Right In Your Marketing Teams, You'll Go From Blind Faith In Strategy To Customer-Tested Decision Making
July 11, 2019 | Ryan SkinnerApplying Agile methodology to marketing isn't about working faster. It's about something far more important — a vastly improved approach to marketing's purpose, learning, and communication. The...
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Report The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019
The 10 Providers That Matter Most And How They Stack Up
July 10, 2019 | Xiaofeng WangIn our 39-criterion evaluation of data management platforms (DMPs) in Asia Pacific (AP), we identified the 10 most significant ones — Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle,...
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Report Derive Earned Media's True Value
Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...
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Report Blockchain: What Marketers Need To Know
Distributed Ledger Tech (DLT) Will Pave A Path To Transparency, Slowly
B2C marketers recently realized that they have little understanding of their digital advertising supply chain — how it works and where their money is going. And when they pushed for greater...
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Report Facebook, Inc.'s Scandals Will Not Doom The Company
Regulation Will Only Strengthen It In The Short Term
June 19, 2019 | Jessica Liu2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...
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Report The State Of Social Advertising
Rapid Growth Belies Consumer, Advertiser, And Technology Conflicts
Social advertising is commanding an ever-increasing portion of B2C marketers' media buys. Despite this growth, stakeholders in the social advertising ecosystem — consumers, advertisers, and...