For Marketing Leadership Professionals

Five Tools And Technologies To Measure Engagement

by Brian Haven, Suresh Vittal, April 22, 2008

Measuring engagement is no simple task: It requires a cross-channel, data-intensive approach that strains today's measurement processes and the underlying technology that supports them. Furthermore, marketers attempting to measure engagement without the . . .

For Marketing Leadership Professionals

Top 10 Strategies To Successfully Implement Your Enterprise Marketing Platform

Lessons Learned From Forrester Wave™ Evaluation Customer References

by Suresh Vittal, April 11, 2008

Marketers are in agreement; enterprise marketing platforms are critical for managing integrated, cross-channel marketing programs and improving marketing's efficiency. But firms that put a lot of time and effort into selecting a marketing platform vendor . . .

For Marketing Leadership Professionals

Marketing Leaders: Own The Voice Of The Customer

Building Your Voice Of The Customer Program

by Jaap Favier, January 10, 2008

In two out of three US firms, senior executives do not regularly interact with target consumers, and do not incorporate their needs in decision taking. Their firms do not closely monitor interactions with, and do not have a companywide image of, those . . .

For Marketing Leadership Professionals

Designing The Channel Mix Bottom-Up

How To Design The Right Channel Mix

by Jaap Favier, January 9, 2008

Ask not what you can do for a channel, but what a channel can do for you. Don't ask: "How can we use email in the funnel?" but rather "Which channel do we need to address the needs of the consumer?" Forrester has developed a methodology that helps marketers . . .

For Marketing Leadership Professionals

Mobile Social Computing Adds Trust To Marketing

Social Computing Goes Mobile

by Jaap Favier, January 9, 2008

Gen Yers spend as much time on their mobiles as on the Web for personal reasons. Most of this time is spent sending and receiving text and picture messages, but with more than half also using social networking sites, the likes of Facebook and MySpace . . .

For Marketing Leadership Professionals

Should You Be In Second Life?

The Real Business Of Virtual Worlds

by Jaap Favier, January 9, 2008

More than 19 million consumers worldwide participate in virtual words like Second Life and Cyworld, or in massive multiplayer games like World Of Warcraft. For marketers, these rich interactive environments form a promising channel.

For Marketing Leadership Professionals

Net Marketing Will Take 18% Of Budget By 2012

European Online Marketing Tops €16 Billion In 2012

by Jaap Favier, January 9, 2008

The vast majority of marketers use search, banner advertising, and email as part of their media mix. With more consumers going online, and in particular more consumers switching to always-on broadband, we predict that European marketing budgets for these . . .

For Marketing Leadership Professionals

Demystifying The WOM Consumer

An In-Depth Look At Those Who Give And Receive Product Advice

by Lisa Bradner, October 30, 2007

Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over these individuals by offering buzz-worthy products that . . .

For Marketing Leadership Professionals

Topic Overview: Enterprise Marketing Software

by Suresh Vittal, August 26, 2007

Along with the declining effectiveness of traditional advertising channels, marketers also face the pressures of increased budget scrutiny and the challenge to deliver measurable ROI. Marketers agree that a comprehensive marketing suite would help overcome . . .

For Marketing Leadership Professionals

My View: Web 2.0 And The CEO

by George F. Colony, August 6, 2007

Quickly: Six things about marketing in the world of Web 2.0 that the CEO should know.

For Marketing Leadership Professionals

Eight Marketing Technologies That Enable Customer Centricity

by Suresh Vittal, June 5, 2007

Many marketers are abandoning their traditional product focus and trying to adopt a more customer-centric one. But doing so requires the use of numerous technologies that facilitate deep customer understanding and better targeting of offers. To help, . . .

For Marketing Leadership Professionals

The Direct Marketing Services Ecosystem

by Dave Frankland, May 16, 2007

Most marketers who outsource tasks to support their direct marketing efforts work with several service providers. Unfortunately for marketers, there are a multitude of vendor options across many overlapping submarkets. The result? Confusion, frustration, . . .

For Marketing Leadership Professionals

Topic Overview: B2B Marketing

by Laura Ramos, Elana Anderson, May 16, 2007

B2B marketers face two primary challenges: reaching key decision-makers and demonstrating marketing results. Unfortunately, outdated marketing tactics, immature lead management processes, and metrics focused on pipeline inputs — not sales results — keep . . .

For Marketing Leadership Professionals

The Enterprise Marketing Software Landscape

by Suresh Vittal, May 7, 2007

Marketers agree that they need a more comprehensive marketing suite to increase their effectiveness. And why not? A suite that integrates activities across the full marketing life cycle would help increase relevance, improve customer experiences, increase . . .

For Marketing Leadership Professionals

Realizing The Life-Cycle Marketing Vision

by Lisa Bradner, March 19, 2007

In simple terms, life-cycle marketing is about profiling a customer's relationships with a company or brand over time in order for marketers to reach them more effectively. In reality, life-cycle marketing can be hard to pin down and harder still to implement. . . .

For Marketing Leadership Professionals

How To Improve Marketing's Internal Credibility

Three Keys Set The Stage For Reinvention

by Peter Kim, March 9, 2007

Marketing leaders are starting to take steps to reinvent their organizations in order to drive long-term success. But they are discovering that they lack the internal capital required to lead change. Today's marketing function lacks authority, follows . . .