Forrester

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: 9

For Interactive Marketing Professionals

Report:The Key To Interactive Marketing In China

Overcome Your Digital Challenges By Finding, Training, And Keeping Talented Staff

China's 1.4 billion residents have more disposable income than they used to, and digital channels offer undoubtedly the best way to reach affluent Chinese consumers. But interactive marketing in...

• Downloads: 11

For Interactive Marketing Professionals

Report:Social Media Marketing In China

How And Where To Tap Into China's Hypersocial Online Population

Chinese online adults are among the most socially active we survey anywhere in the world — so if you're aiming to reach Chinese audiences you'd be wise to invest in social media. But this...

• Downloads: 75

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: 115

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: 200

For Interactive Marketing Professionals

Report:Global Social Media Adoption

Landscape: The Social Marketing Playbook

Social media has gone global: The large majority of online adults in North America, Europe, metro Asia, and Latin America use social media regularly. For marketers, the question is no longer whether...

• Downloads: 197

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: 95

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: 76

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: 288

For Technology Marketing Professionals

Report:Tech Marketers Are Missing The Social Mark For Senior Decision-Makers

Senior Decision-Makers Are Heavy Users Of Social Media

B2B marketers like yourself must target their marketing strategies — including their approach to social — to their target audiences. When you target senior decision-makers with titles...

• Downloads: 115

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: 96
• 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: 247
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For Interactive Marketing Professionals

Report:Objectives Are The Key To Social Strategy

Strategic Plan: The Social Marketing Playbook

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...

• Downloads: 120
• Comments: 1
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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: 73
• 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: 73

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: 294
• Comments: 4
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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: 98
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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: 120
• Rating:

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: 67

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: 50

For CMO & Marketing Leadership Professionals

Report:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

Which Digital Shopper Marketing Tools To Invest In And Why

Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

• Downloads: 59
• Comments: 2
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For CMO & Marketing Leadership Professionals

Report:How Social Media Is Changing Brand Building

Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

• Downloads: 208
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For Technology Marketing Professionals

Report:Social Media Amplifies Your B2B Buyers' Experiences

Incorporate Social Media Intelligence To Influence The Perception Of Your Tech Brand

In today's digital and social age, your customers' perception of your brand is shaped by their total personal experience as well as the experiences of others. Social media amplifies these experiences...

• Downloads: 51
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For Interactive Marketing Professionals

Report:Boost Your Content Ecosystem With Video

How To Use Online Video Content To Drive Results

Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Downloads: 40

For Technology Marketing Professionals

Report:B2B Tech Marketers Begin To Embrace Online Communities

Those Who Plan Carefully Before Investing Will Achieve Optimal Results

As tech marketers begin to embrace discussion forums and online communities as effective ways to engage with BT customers, they increasingly seek guidance on best practices and recommended...

• Downloads: 26