Forrester

For Interactive Marketing Professionals

Report:Social Marketing Spending In 2011

Benchmarks: The Social Marketing Playbook

Despite the tremendous hype and even some pockets of success, our most recent social media benchmarking survey shows that social marketing is still at an early stage. In fact, most interactive...

• Downloads: 99

For Interactive Marketing Professionals

Report:Build A Push And Pull Social Marketing Process

Organization: The Social Marketing Playbook

To prepare for the future of interactive marketing, as marketers you must follow the CORE directive to: customize marketing experiences, optimize decisions and processes, respond to changing market...

• Downloads: 103
• Comments: 3

For CMO & Marketing Leadership Professionals

Report:Driving B2B Demand With Social Media

B2B Marketers Must Focus On The Social Rather Than The Media

When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

• Downloads: 126
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For Customer Intelligence Professionals

Report:The State Of Social Intelligence, 2012

Benchmarks: The Social Intelligence Playbook

Forrester recently polled 108 listening platform customers to learn about the evolution in companies' social intelligence practices. We reviewed their vendor partnerships, the ways they use listening...

• Downloads: 79
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For Customer Intelligence Professionals

Report:Defining Social Intelligence

Vision: The Social Intelligence Playbook

Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

• Downloads: 72

For Customer Intelligence Professionals

Report:The Social Intelligence Market Is Immature

Landscape: The Social Intelligence Playbook

Over the years, we've evaluated the tools that marketers use to monitor, measure, and learn from online conversations. These listening platforms capture social media to help users analyze data and...

• Downloads: 54

For Customer Intelligence Professionals

Report:The Keys To A Social Intelligence Command Center

Best Practices: The Social Intelligence Playbook

If you represent a large consumer brand, consider a social intelligence command center — a dedicated resource for listening to the groundswell. A command center like this can improve your...

• Downloads: 41

For Customer Intelligence Professionals

Report:Listening Metrics That Matter

Performance Management: The Social Intelligence Playbook

As social media becomes more prevalent, the data it creates becomes a critical research and insight-generation activity. Businesses turn to listening platforms to harvest the rich trove of consumer...

• Downloads: 53

For CMO & Marketing Leadership Professionals

Report:Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources...

• Downloads: 37
• Comments: 1
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For Customer Intelligence Professionals

Report:Revisiting The Enterprise Marketing Software Landscape

Consolidation And Growth Drive A Dynamic Software Marketplace

Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

• Downloads: 62
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For CMO & Marketing Leadership Professionals

Report:Metrics That Matter For B2C Marketers

As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on...

• Downloads: 44

For Consumer Product Strategy Professionals

Report:Co-Creation In 2012

How Vendors Will Drive Co-Creation Uptake By Product Strategists

Co-creation will become a pillar of product innovation by 2015. Although the market remains relatively immature, we have witnessed growing awareness of co-creation from our clients across a wide...

• Downloads: 15

For Customer Experience Professionals

Report:The Forrester Wave™: EFM Satisfaction And Loyalty Solutions, Q3 2011

Medallia And MarketTools Lead With Strong Performers Close Behind

In Forrester's 76-criteria evaluation of enterprise feedback management (EFM) satisfaction and loyalty solutions, we found that Medallia and MarketTools led the pack with comprehensive software...

• Downloads: 37

For Interactive Marketing Professionals

Report:Use Social Intelligence To Improve Email Marketing Success

Although social media gives interactive marketers the opportunity to gather more data than ever about customers, few marketers use this data to improve the performance of their email marketing...

• Downloads: 17

For Market Insights Professionals

Report:Are You Ready For Social Market Research?

Market Insights Professionals Should Assess Their Social Market Research Readiness Level For Embracing And Listening

Forrester has been tracking the emergence of social market research since 2008, and it is clear that it has reached an inflection point. Social market research is no longer hype and is now a...

• Downloads: 19
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For CMO & Marketing Leadership Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 31

For Consumer Product Strategy Professionals

Report:The Forrester Wave™: Co-Creation Contest Vendors, Q3 2011

eYeka, jovoto, Hyve, And ChallengePost Lead, With Redesignme And Napkin Labs Performing Well

In Forrester's 34-criteria evaluation of co-creation contest vendors, we found that eYeka, jovoto, Hyve, and ChallengePost were clear Leaders, due to their full-service approach to the market. Strong...

• Downloads: 7

For Interactive Marketing Professionals

Report:Community Benchmarking Metrics

What To Expect For The Health Of Your Community

Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

• Downloads: 17

For Customer Intelligence Professionals

Report:Where To Get Help With Customer Influence

Identifying and tapping customer influence remains a popular topic for Customer Intelligence professionals. But with all of the interest, most see influence as a nebulous concept. Some of the...

• Downloads: 12
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For Customer Intelligence Professionals

Report:How Listening Informs Campaign Management

With customer communication channels growing at an exponential pace, brands must adapt their marketing campaigns to provide messages that are more customer-relevant and that differentiate their...

• Downloads: 11

For Customer Intelligence Professionals

Report:Case Study: Gatorade's "Mission Control" Quenches Thirst For Real-Time Social Interaction

Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like...

• Downloads: 5

For Interactive Marketing Professionals

Report:How To Measure The Brand Impact Of Paid Search

Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on...

• Downloads: 16

For Customer Intelligence Professionals

Report:The Role Of Customer Intelligence In Evolving Your Social Maturity

An Empowered Report: How Data-Driven Strategies Strengthen Empowered Organizations

An empowered organization gives its employees the resources they need to build relationships with their constantly evolving customers. But many companies still struggle to adapt their marketing...

• Downloads: 9
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For Customer Intelligence Professionals

Report:Case Study: Dell's Social Media Listening Command Center Builds Customer Relationships

Dell is a global brand that generates more than 25,000 online conversations every day. Keeping up with that volume isn't easy, but the firm uses its Social Media Listening Command Center to...

• Downloads: 12

For CIO Professionals

Report:Emerging Technology Applications For Marketing

Marketing success is increasingly dependent on using technology to understand and communicate with customers. IT must develop a thorough understanding of marketing technology and the potential for...

• Downloads: 14
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