For Marketing Leadership Professionals

Favorite Online Brands Succeed On Traditional Brand Values

How Marketers Can Position Their Brands With Online-Friendly Attributes

by David Card, November 16, 2009

Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as trustworthiness, helpfulness, and relevance, all at the expense of more-predictable . . .

For Interactive Marketing Professionals

How Europeans Search

by Shar VanBoskirk, Rebecca Jennings, October 30, 2009

Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search engine results. However, European consumers are wary of paid . . .

For Customer Intelligence Professionals

Reinforce Privacy Through Full Disclosure

Marketers Must Embrace Privacy To Avoid Consumer Outcry

by John Lovett, Dave Frankland, October 29, 2009

Despite consumer privacy concerns, the vast majority of Web sites from retailers to healthcare providers are actively tracking the behavior of online visitors. This practice is well within the rights of these Web site operators not because they adhere . . .

For Customer Intelligence Professionals

Consumer Privacy Is A Ticking Time Bomb For Customer Intelligence Executives

Consumers Are No Longer Passive About Their Privacy

by Dave Frankland, October 29, 2009

Despite renewed interest from Washington, D.C., regarding consumer privacy, the marketing industry continues to call for self-regulation — a concept that is given shorter shrift following its perceived role in preventing the financial crisis. Given this . . .

For Marketing Leadership Professionals

How To Reach Middle-Aged Dutch Consumers

by Mary Beth Kemp, September 24, 2009

Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking them into buying a product or a service can be quite a challenge. . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Trust In Marketing And Advertising In Europe  (542 KB PPT)

by Jacqueline Anderson, September 16, 2009

This highlight deck summarizes the key findings related to marketing and advertising from Forrester's European Technographics Benchmark Survey, Q2 2009. This is the fourth survey highlight in a series from the European Technographics Benchmark Survey, . . .

For Consumer Market Research Professionals

The State Of Consumers And Technology: Benchmark 2009, US

A Life Stage Analysis Of The US Benchmark Survey

by Charles S. Golvin, Jacqueline Anderson, September 2, 2009

This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes by life stage. The document includes five-year forecasts . . .

For Consumer Market Research Professionals

Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)  (576 KB PPT)

by Tamara Barber, August 13, 2009

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

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 Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card, May 28, 2009

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters . . .

For Consumer Market Research Professionals

Technographics® Insight: Internet Usage And Online Activities Across Asia Pacific Markets  (318 KB PPT)

by Reineke Reitsma, May 18, 2009

This Technographics Insight takes a look at Internet uptake in Asia Pacific markets. It examines Internet adoption across countries, the profile on online consumers, and their activities online.

For Consumer Product Strategy Professionals

Six Ways Online Publishers Can Boost CPMs

by Sarah Rotman Epps, March 19, 2009

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this environment isn't hopeless: There are concrete ways in which . . .

For Consumer Product Strategy Professionals

Monetizing Online Video In Europe

Balancing The Needs Of Advertisers And Users

by Nate Elliott, February 27, 2009

With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the in-stream video ad opportunity. Advertisers prefer pre-roll ads to other . . .

For Interactive Marketing Professionals

Benchmarks And Best Practices For European Online Video Advertising

by Nate Elliott, February 27, 2009

Our June 2008 Online Video WebTrack evaluated the state of European online video advertising by reviewing 583 online video clips and 137 in-stream ads across 49 sites. Interactive marketers have more opportunity than ever before to reach Internet users . . .

For Interactive Marketing Professionals

Persuasive Consumers Are Socially Connected

by Josh Bernoff, February 17, 2009

Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To energize persuasive customers, marketers should listen and . . .

For Consumer Product Strategy Professionals

Defending Local Entertainment Coverage

Local Franchises Have Strategic Advantages Over National Competitors

by Barry Parr, February 5, 2009

Events and entertainment are a strategic business for local media properties online. Local entertainment is under threat from national providers that can spread the necessary software development costs across a national audience and that have strong relationships . . .

For Consumer Market Research Professionals

Technographics® Insight: How Online Reviews Impact Europeans' Shopping Behavior  (268 KB PPT)

by Valerie Batut, January 29, 2009

This Technographics Insight takes a look at consumers¿ use of online customer ratings and reviews in Europe. It also examines how much ratings and reviews influence shopping behavior.

For Customer Experience Professionals

UK Newspaper Web Site Design, 2008

by Marta Baigorri, January 29, 2009

As part of a larger analysis of 12 firms across four industries, Forrester applied its Web Site Review methodology to the Web sites of the UK's top three newspapers: The Times, The Guardian, and Telegraph. As an industry, newspapers came in second of . . .

For eBusiness & Channel Strategy Professionals

What Consumers Want From Magazine Web Sites

by Sarah Rotman Epps, January 21, 2009

Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that enhances the magazine experience through convenience, . . .

For Marketing Leadership Professionals

Choosing The Right Media Mix: North America

From Creating Awareness To The Act Of Purchase

by Lisa Bradner, Kim Le Quoc, January 16, 2009

Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young, urban audience; some have . . .

For Marketing Leadership Professionals

Choosing The Right Media Mix: Europe

From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, December 18, 2008

Media planning is ever more complex and dynamic. Europeans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young urban audience, some have . . .

For Consumer Market Research Professionals

Technographics® Insight: 10 Facts Companies Need To Know About European Teens  (250 KB PPT)

by Valerie Batut, December 1, 2008

This Technographics Insight covers 10 facts about European online teens¿ media consumption and online behavior. It specifically aims at helping companies understand how teens¿ behavior differs from adults¿.

For Interactive Marketing Professionals

Who Still Loves Ads?

Use Ad Affirmers To Drive Sales And Brand Awareness

by Shar VanBoskirk, November 7, 2008

Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not only do these consumers trust ads, but they also give . . .

For Consumer Market Research Professionals

Technographics® Insight: The 2008 Update On Spanish-Preferring Online Hispanics  (282 KB PPT)

by Tamara Barber, October 30, 2008

This Technographics Insight takes a look at Hispanic PC activities by language dominance in 2008.

For Consumer Market Research Professionals

Technographics® Insight: Understanding Trust In Customer Ratings And Reviews  (239 KB PPT)

by Reineke Reitsma, September 18, 2008

This Technographics® Insight takes a look at consumers¿ trust of online customer ratings and reviews in the US. It compares differences in attitudes and behaviors among consumers who generally trust customer ratings/reviews versus those that don¿t . . .