For Interactive Marketing Professionals

Financial Services B2B Interactive Marketing Trends

by Michael Greene, September 2, 2010

Caution continues to dominate business-to-business (B2B) financial services interactive marketing strategies as budget squeezes, regulatory concerns, and a lack of digital experience impede investment. Still, in the midst of sectorwide challenges, financial . . .

For Interactive Marketing Professionals

Forrester's Email Marketing Review Scorecard

by Shar VanBoskirk, September 2, 2010

Forrester updated its Email Marketing Review (EMR) methodology to reflect interactive media changes that affect email marketing efficiency and relevance. As with our past email review methodologies, Forrester’s Email Marketing Review Scorecard evaluates . . .

For Interactive Marketing Professionals

Forrester Research Mobile Advertising Display And Search Forecast, 2010 To 2015 (US)

by Ed Kahn, September 1, 2010

Spending by companies on mobile marketing segmented by mobile advertising and search. Includes data on mobile internet users and spending by company size.

For Consumer Product Strategy Professionals

Smartphone Platforms Need A Branding Reset

US Consumers Have Little Clue About Their Phone's Software

by Charles S. Golvin, September 1, 2010

In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from Google, Microsoft, and Palm seek to gain share and new entrants . . .

For Customer Experience Professionals

Web Site Brand Experience 2010: Auto Manufacturers

Forrester Applies Its Web Site Brand Experience Review Methodology To Five Top Sites

by Adele Sage, September 2, 2010

The multibillion-dollar auto industry features some of the most recognized brand names in the US, like Chevrolet, Ford, Honda, Nissan, and Toyota. But how good is the brand experience offered by major auto manufacturer brands' Web sites? To find out, . . .

For Interactive Marketing Professionals

Forrester Research Search Engine Marketing Forecast, 2010 To 2015 (US)

ForecastView Spreadsheet

by Niki Scevak, August 25, 2010

Search Engine Marketing Forecast (US): Spending on paid search and search engine optimization (SEO) by companies. Paid search segmented by paid listings and paid inclusion. Paid search and SEO spending segmented by company size. Includes historical data . . .

For Customer Intelligence Professionals

How Firms Organize Their Customer Intelligence Function

by Dave Frankland, August 25, 2010

One of our most frequent client inquiries relates to the best way to organize Customer Intelligence (CI). Our research shows that no single "best" way exists. Firms organize differently — often reflecting their corporate structure and culture. To provide . . .

For Customer Experience Professionals

Web Site User Experience 2010: Marketing Software Vendors

Forrester Applies Its Web Site User Experience Review Methodology To Four B2B Software Vendors

by Vidya L. Drego, August 25, 2010

Forrester evaluated the user experience of the Web sites of four large business-to-business (B2B) marketing software vendors: Alterian, Oracle, SAS, and Unica. Overall scores were mediocre: No site received a passing grade. SAS came out on top, standing . . .

For Interactive Marketing Professionals

Using Paid And Earned Media Together

How Advertising Campaigns And Social Marketing Influence Each Other

by Sean Corcoran, August 24, 2010

While it's very helpful to categorize the different online media touchpoints into groups such as earned, owned, and paid media, it's important to recognize that all of these touchpoints influence each other. In fact paid media in the form of advertising . . .

For CMO & Marketing Leadership Professionals

When To Outsource Your Agency Search

Adaptive Marketing Reignites The Need for Agency Search Consultants

by Chris Stutzman, August 19, 2010

Most of today's marketers manage the process of selecting their agency partners internally. But searching for the right agency is increasingly more complex as agencies continuously adapt their capabilities for the digital age. If marketers can't commit . . .

For Interactive Marketing Professionals

Organizing For Interactive Marketing

You Should Prepare For A Distributed Organizational Model — Here's How

by Shar VanBoskirk, August 13, 2010

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall marketing strategy. But there is no single, ideal interactive . . .

For Market Research Professionals

Technographics® Survey Highlights: What Types Of Advertising Do Latin Americans Trust?

by Roxana Strohmenger, August 13, 2010

An overview of the types of advertisments that Latin Americans trust and how these differ for Brazilian and Mexican consumers.

For Customer Intelligence Professionals

The Forrester Wave™: Online Testing, Q3 2010

Adobe And Autonomy Lead A Pack Of Strong Performers

by Joe Stanhope, August 13, 2010

In Forrester's inaugural evaluation of online testing vendors, we researched eight companies across 82 criteria. We found that Adobe and Autonomy lead the pack because of their consistent strength across the full range of capabilities and their support . . .

For Interactive Marketing Professionals

Interactive Marketing Priorities For SMBs

by Shar VanBoskirk, August 13, 2010

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with their ability to successfully execute interactive marketing programs. . . .

For Interactive Marketing Professionals

How To Create An Effective Brand Presence On Facebook

Forrester Research Online Facebook WebTrack

by Melissa Parrish, August 12, 2010

Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post frequently, and encourage fans to interact. Interactive marketers . . .

For Interactive Marketing Professionals

The Future Of Search Marketing

And What You Should Do About It

by Shar VanBoskirk, August 11, 2010

Search marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers. While we expect the future of search to extend Google's dominance overall, Google won't march unfettered . . .

For Customer Intelligence Professionals

Organizing For Site Optimization

by Joe Stanhope, August 10, 2010

Incorporating testing into marketing and customer experience management programs is crucial because consumer behaviors change continually and vary by a multitude of dimensions that are nearly impossible to divine by intuition. Fortunately, it's not necessary . . .

For Interactive Marketing Professionals

Viral Video Creative That Works

The 2010 Viral Video WebTrack And Consumer Survey

by Nate Elliott, August 9, 2010

More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any easier. When we studied the most popular viral videos from the first . . .

For CMO & Marketing Leadership Professionals

Benchmark Your Marketing Innovation

Evaluate The Balance Of Your Company's Marketing Innovation Across The Four P's

by Mary Beth Kemp, August 4, 2010

Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service, place, and price — get less interest and attention. Chief . . .

For Customer Intelligence Professionals

Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

by Joe Stanhope, August 3, 2010

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's marketing accountability framework provides a structural . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile

by Sucharita Mulpuru, July 29, 2010

The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked Web retailers to share levels of interactive marketing spend, effectiveness of social commerce initiatives, and investment in mobile activity. . . .

For Interactive Marketing Professionals

Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

by Emily Riley, Nate Elliott, Augie Ray, Shar VanBoskirk, Michael Greene, Melissa Parrish, Sean Corcoran, July 29, 2010

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect budgets to stay the same or improve, which means that there . . .

For Customer Experience Professionals

Lack Of Awareness And Weak Design Hamper Adoption Of Internet-Based PHRs

by Elizabeth Boehm, July 29, 2010

Internet-based personal health records (PHRs) give consumers a place to store and maintain their personal health histories, access tools that help monitor and improve health, and increasingly connect to external health data sources. So why are so few . . .

For CMO & Marketing Leadership Professionals

Let Your Product Do The Talking

Build Your Brand With A Product Experience Platform

by Chris Stutzman, July 28, 2010

As the effectiveness of traditional communications vehicles continues to decline, marketers must think differently about brand building. Forrester has identified that consumers are tuning out marketing messages, but they are actually engaging more with . . .

For CMO & Marketing Leadership Professionals

CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

by Mary Beth Kemp, July 27, 2010

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other smart touches — has often occurred in a piecemeal way. That . . .