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 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 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 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 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 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 Interactive Marketing Professionals

Reaching Empowered Women Through Social Media

How CPG Brands Can Engage A Core Target Audience

by Emily Riley, April 7, 2009

Interactive marketers, especially consumer packaged goods (CPG) companies have excellent opportunities to engage with their most influential consumers on social media and gain an edge against their competitors by inspiring genuine interaction with their . . .

For Consumer Product Strategy Professionals

Environmental And Social Responsibility In Consumer Product Strategies

How Central Is Environmental And Social Responsibility To Your Product?

by Sally M. Cohen, April 6, 2009

Consumers are increasingly aware of issues surrounding environmental and social responsibility (E&SR) and are making purchase decisions that take these into account. For this and other business reasons, consumer product strategists are leading the . . .

For Marketing Leadership Professionals

Social Technology Strategies For "Boring" Consumer Brands

To Create Borrowed Relevance, Get Customers Talking About Their Problems

by Josh Bernoff, March 24, 2009

Even if your brand isn't Apple or Nike, you can still benefit from the surge in social technology. The trick is "borrowed relevance" — creating an application that's about your customers' problems and then tapping into that application. Building around . . .

For Consumer Product Strategy Professionals

Making The Case For Environmentally And Socially Responsible Consumer Products

A Small But Lucrative Group Of Consumers Will Pay More For Green Or Socially Responsible Products

by Sally M. Cohen, March 6, 2009

Most consumers care enough about the environment and the community that they consider these concerns when making purchase decisions — including taking into account whether a company treats its employees fairly or is deemed environmentally friendly by . . .

For Customer Experience Professionals

Web Site Layouts That Build Brands

by Ron Rogowski, February 27, 2009

Web site layouts help companies build brands by focusing attention on the content and function users need most and creating visual continuity across channels. While many firms struggle to craft brand building layouts on their sites, we uncovered several . . .

For Marketing Leadership Professionals

Loyalty Program Rx

Three Quick Fixes Can Make Your Program A Recession-Buster

by Lisa Bradner, February 20, 2009

While marketers often look to loyalty programs for a business boost in troubled times, these initiatives are not without problems of their own. Most consumers join loyalty programs for the discounts, and too few of these efforts encourage them to do more. . . .

For Interactive Marketing Professionals

Peer Influence In An Unstable Economy

Tap Consumer Trust In Each Other To Build Brand Relationships

by Josh Bernoff, February 17, 2009

Marketers should prioritize energizing customers over just talking to them when the economy is this unstable. Why? Consumers trust word of mouth most — and it has proven business impact. Most marketers' customers are open to sharing content; 59% of US . . .

For Customer Experience Professionals

Customer Experience Best Practices From 2008 Finance And Consumer Marketing Forums EMEA

by Jonathan Browne, February 3, 2009

In November 2008, Forrester held concurrent forums in London for consumer marketing and financial services professionals. Leading companies and their design agencies offered insight into their best customer experience practices. Mike Thompson of Barclays . . .

For Consumer Product Strategy Professionals

Exploiting Europeans' Green And Ethical Agendas

It's Time For Consumer Product Strategists To Pursue Consumers Concerned With "Green" Issues

by Paul Jackson, January 14, 2009

European consumers report a high level of concern around environmental issues — but in many cases, this concern results in little action aside from recycling trash and reusing shopping bags. Corporate social responsibility and green initiatives that directly . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008  (398 KB PPT)

by Jacqueline Anderson, December 9, 2008

This highlight deck summarizes the key findings from Forrester¿s North American Technographics Media, Marketing, And Mobile Internet Online Survey, Q3 2008. This deck covers mobile Internet usage, email marketing, loyalty programs and consumer product . . .

For Customer Experience Professionals

Best And Worst Of Brand Building Web Sites, 2008: Soft Drink Brands

by Ron Rogowski, November 14, 2008

The soft drink industry features some of the most recognized brand names in the world, like Coca-Cola, Dr Pepper, Fanta, and Pepsi. But how good is the brand experience offered by major soft drink brands' Web sites? To find out, we graded the sites of . . .