For eBusiness & Channel Strategy Professionals

Adaptive Brand Marketing: An eBusiness Perspective

by Sucharita Mulpuru, November 13, 2009

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep . . .

For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: North American Private Label CPGs  (747 KB PPT)

by Jacqueline Anderson, October 29, 2009

This highlight deck summarizes the key findings from Forrester's North American Technographics® Media And Advertising Online Survey, Q2 2009 (US). This deck covers decision-makers' perceptions of and purchase intent toward private label consumer package . . .

For Customer Experience Professionals

Emotional Experience Design

Creating Online Experiences That Deeply Engage Customers

by Ron Rogowski, October 26, 2009

As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester recommends that companies master the three principles of a new . . .

For Marketing Leadership Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

For Consumer Product Strategy Professionals

Social Media For Product Development

by Paul Jackson, September 29, 2009

While much has been written about the marketing potential of social media, we often overlook how firms are using the technology to help innovation and product development. How do you actually capture the "wisdom of crowds" and use "crowdsourcing" to drive . . .

For Enterprise Architecture Professionals

Global EA Drives Global IT: Case Studies

by Jost Hoppermann, September 24, 2009

More and more, large global enterprises are going for global modes of operation, including global IT and, in particular, globally used applications. Enterprise architecture (EA) is one of the crucial tools organizations should use to establish global . . .

For Interactive Marketing Professionals

The Analog Groundswell

Using Social Media To Create And Amplify Offline Influence

by Nate Elliott, September 11, 2009

Smart interactive marketers know that consumers trust each other more than they trust the things they hear from companies and the media — but most fail to realize that face-to-face offline influence is both more common and more powerful than online influence. . . .

For eBusiness & Channel Strategy Professionals

eBusiness Is The Right Channel To Go Green

Leverage Your eBusiness To Customer And Employee Green Behavior

by Chad Mitchell, September 8, 2009

Consumers are being bombarded with green messaging online, in print, and on TV. Repositioning a brand to be greener is a top planning activity among marketers. Firms are trying to tap into the growing segment of consumers who may pay a premium for a product . . .

For Marketing Leadership Professionals

Integrated Marketing Strategies For Low-Consideration Brands

by David M. Cooperstein, September 1, 2009

Consumers' relationships with butter, detergent, or cotton balls are fleeting. But these consumers are engaged in topics like cooking, cleaning, and beauty, which indirectly drive interest in products in low-consideration categories. As social media penetration . . .

For CIOs

IT Globalization Examples — Drivers, Hurdles, And Opportunities

by Bobby Cameron, August 7, 2009

CIOs are increasingly pursuing globalization in support of their firms' efforts to attack new markets and achieve greater efficiencies. But globalization is both an emerging and complicated change, and there are no signposts to tell firms which way to . . .

For Marketing Leadership Professionals

The Right Media Mix To Reach UK Moms

by Mary Beth Kemp, August 5, 2009

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also tend to demonstrate rather complex media behaviors. To . . .

For Interactive Marketing Professionals

The Best And Worst Of Paid Search In 2009

Forrester Applies Its Search Marketing Review To 300 Keyword Ads

by Shar VanBoskirk, July 23, 2009

Forrester applied an adjusted version of its Search Marketing Review methodology to 300 paid search ads from the retail, travel, consumer packaged goods (CPG), media and entertainment, financial services, and business services industries. Despite some . . .

For Marketing Leadership Professionals

Five Ways CPG Marketers Are Fighting The Recession

And What All Marketing Leaders Can Learn From Them

by Lisa Bradner, July 16, 2009

The recession has battered the consumer packaged goods (CPG) industry as it has almost every other sector. But while many large CPG companies are bruised, they are certainly not taking things lying down. Instead they're using their celebrated marketing . . .

For Marketing Leadership Professionals

Green Marketing Will Grow In 2009

Successful Green Strategies Save Costs And Generate Additional Revenues

by Steven Noble, July 16, 2009

Does green marketing still matter? With consumer concern for the environment, standards and regulations changing, and the ability for organizations to save by being green, green strategies are more important than ever. Organizations have launched a number . . .

For Consumer Product Strategy Professionals

We Are All Media Companies Now

How Brands Can Benefit From The Media Meltdown

by Nick Thomas, July 7, 2009

The media meltdown — where traditional media business models based on scarcity and control are fundamentally challenged by the new realities of digital media consumption — is creating huge problems for media companies that create and distribute content . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch In 2009

The Recession Inhibits Firms From Trialing Emerging Channels

by Shar VanBoskirk, June 4, 2009

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead, they cling to direct response specialists email and search . . .

For Customer Experience Professionals

3M's Global Home Page Redesign: Collaboration That Delivered Business Results

by Ron Rogowski, June 1, 2009

3M recently deployed 84 regional home pages based on a single, customizable design. To create a design that would suit diverse markets, 3M established a global committee focused on supporting business and user requirements, created flexible design guidelines, . . .

For Marketing Leadership Professionals

Defining A CPG Web Site Strategy

Marketing Leaders Must Define Web Sites' Role In Each Brand's Marketing Mix

by Lisa Bradner, May 19, 2009

CPG Web sites continue to be a mecca for consumers searching for coupons and deals — and in today's economy, those activities are likely to be more popular than ever. However, many CPG Web sites can — and should — do more than provide cents off. For marketing . . .

For Interactive Marketing Professionals

Why Consumers Subscribe To CPG Emails

Understand How To Find New Email Subscribers And Keep Their Interest

by Julie M. Katz, May 13, 2009

Email is a great channel for consumer products manufacturers to spread the word about their products, especially to consumers motivated by family and cost-savings. CPG email subscribers are real fans of the brand, motivated by family, and extra cost-conscious . . .

For Infrastructure & Operations Professionals

The iPhone Is Ready For The 9 To 5

Making iPhone Work In the Enterprise: Early Lessons Learned

by Simon Yates, May 12, 2009

Apple has proven adept at diverting the course of entire industries, their most recent shake-up being in the mobile device world with the iPhone. This visible diversion, which it surely is, has caused companies to wait intently for things to settle a . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Marketing Leadership Professionals

Match Word-Of-Mouth Marketing To How European Consumers Share Opinions

by Mary Beth Kemp, May 5, 2009

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level . . .

For Interactive Marketing Professionals

Using Social Applications In Ad Campaigns

How Marketers Can Move From Broadcast To Dialogue

by Sean Corcoran, April 29, 2009

The majority of marketing budgets go to advertising, and there is a significant opportunity to enhance it with social tools. But social media marketing typically generates longer-term relationships, which means that it is out of sync with the quick-hit . . .

For Information & Knowledge Management Professionals

Making iPhone Work In The Enterprise: Early Lessons Learned

by Ted Schadler, April 10, 2009

Is iPhone ready for your company? At least three firms we spoke with — including Kraft Foods and Oracle — think it is. We share their insights here and pull out their early lessons to help you build the case for supporting iPhone in your enterprise. The . . .