Forrester

For Interactive Marketing Professionals

Report:The New Interactive Agency Landscape

Agencies Reinvented As Mediators Will Win While The Rest Wither

The agency model is crumbling under the weight of continual innovation in digital channels, the changing media behaviors of the always-addressable customer, and marketers' frustration with a siloed...

For CMO & Marketing Leadership Professionals

Report:Manage The Digitization Of Agency Services

Performance Management: The 21st Century Brand Marketing Playbook

To effectively manage agency partners, marketers must reorient themselves to the shifting terrain of the agency landscape. All agencies are digitizing their core capabilities to help clients engage...

• Downloads: 63

For Technology Marketing Professionals

Report:Your Community Upgrade: From Experiment To Strategic Approach

Vision: The B2B Online Community Playbook

This report is designed to help you revisit your strategy for engaging with customers through online communities and discussion forums, and demonstrate why your success will be based on taking the...

• Downloads: 26

For Interactive Marketing Professionals

Report:Accelerate Your Social Maturity

Assessment: The Social Marketing Playbook

Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make...

• Downloads: 127

For Interactive Marketing Professionals

Report:Power Your Brand Ecosystem With Social Media

Vision: The Social Marketing Playbook

You already know your audience uses social media; one minute they're planning vacations on Twitter and the next they're toppling governments with the help of Facebook. And because your customers use...

• Downloads: 222

For Interactive Marketing Professionals

Report:Social Media Metrics That Matter

Performance Management: The Social Marketing Playbook

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

• Downloads: 184

For Interactive Marketing Professionals

Report:Train Your Team For Social Marketing Success

Continuous Improvement: The Social Marketing Playbook

Interactive marketers' success in social media has attracted other departments' attention. But well-meaning nonmarketers sometimes commit risky blunders as they join the fray. To ensure that social...

• Downloads: 82

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:It's Time To Make Facebook Marketing Work

Best Practices: The Social Marketing Playbook

After years of aimlessly chasing fans, it's time marketers start driving real business results from Facebook. This requires building a Facebook page that has a clear focus and offers value to...

• Downloads: 298

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 Interactive Marketing Professionals

Report:The ROI Of Social Marketing

Business Case: The Social Marketing Playbook

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

• Downloads: 261
• Rating:

For Interactive Marketing Professionals

Report:How To Choose Partners For Social Marketing

Tools And Technology: The Social Marketing Playbook

This report outlines how interactive marketers can choose the right tools and partners for their social marketing programs. As an interactive marketer, you need to use new social technologies —...

• Downloads: 76
• Comments: 3

For Interactive Marketing Professionals

Report:Coordinate Your Social Marketing Stakeholders And Resources

Stakeholder Map: The Social Marketing Playbook

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

• Downloads: 78

For Interactive Marketing Professionals

Report:Master The Next Wave Of Social

Executive Overview: The Social Marketing Playbook

For the interactive marketer, social is both a huge opportunity and daunting challenge. You know you can reach your customers on social channels, but the environment is foreign— it's highly...

• Downloads: 310
• Comments: 4
• Rating:

For Customer Intelligence Professionals

Report:How To Make Social Media Data Actionable

Continuous Improvement: The Social Intelligence Playbook

Social media provides customer intelligence (CI) professionals with a wealth of customer data. But every piece of valuable insight is surrounded by noise. Cutting through that noise and getting to...

• Downloads: 158

For Interactive Marketing Professionals

Report:Selecting Digital Media Buying Partners

How To Get The Right Mix Of Service And Performance

Interactive marketers have more choices than ever when it comes to picking media buying partners. Once dominant, media buying agencies now face stiff competition from a whole host of new specialists...

• Downloads: 93
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For Technology Marketing Professionals

Report:Tech Marketers' 2012 Investment Plans

Money Shifts To Operations In the Tech Marketing Flywheel

Tech marketers are making a big investment in the transition from "art to science" in 2012 as they flow more money into the activities and technologies of marketing operations. Two factors stand out...

• Downloads: 103
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For Interactive Marketing Professionals

Report:Drive Better B2B Content Distribution

Use Mobile, Social, Media, And Sales Channels To Deliver Reach And Engagement

B2B marketers are putting thought-leadership and content at the core of their marketing strategies, but even the best content marketing will falter without the right distribution strategy. While...

• Downloads: 102

For Market Insights Professionals

Report:Combining Survey Research And Behavioral Tracking Creates Deeper Insights

Insights And Lessons Learned From Forrester's Social Media Behavioral Tracking Study

When it comes to gaining quantitative consumer intelligence, market insights professionals can use a wide array of methodologies — including behavioral. Many market insights professionals...

• Downloads: 116

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
• Rating:

For Analyst Relations Professionals

Report:AR And Social Media, Part 3: Beginners Start Here

Analyst relations (AR) professionals are weighing the opportunities and threats posed by social media, but many take a backward approach to developing a social AR strategy. They often begin with...

• Downloads: 30
• Rating:

For Technology Marketing Professionals

Report:Tech Channels Have A Long Way To Go Toward Adding Marketing Value

Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as...

• Downloads: 27
• Comments: 1
• Rating:

For Interactive Marketing Professionals

Report:Making The Case For Interactive Attribution In Your Organization

Interactive attribution is a key measurement strategy that provides a deeper understanding of the contribution of each digital marketing contact along the customer journey. By using attribution,...

• Downloads: 60

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 Interactive Marketing Professionals

Report:Agency Roster Reboot

Prepare Now To Reconfigure Your Interactive Agency Roster In 2013

Interactive marketing has matured and mainstreamed as a key element of the marketing mix, but brands' relationships with their interactive agencies haven't. The continuing growth of interactive will...

• Downloads: 45